Serving 5000+ customers, this professional housekeeping company has 12 offices in Belgium and employs 700+ staff members. Besides offering domestic cleaning, they also provide services such as ironing and grocery shopping. Their system is efficient and user friendly as clients can register online in order to request a housekeeper.
Our task was to analyse the online and offline marketing efforts of EasyLife and determine which of these provided the best return on investment (ROI), and to ensure that the budget available was being fed into the most effective advertising channels. While online advertising is transparent in its outcome, offline is more difficult to gauge. The main challenge was whether the flyers that EasyLife spreads via direct mail had a positive ROI.
- Collect quantitative data to measure ROI
- Measure every interaction that could create value
- Determine the most effective marketing methods
Our Translation of the Goal
Our gut instinct told us that the cost of producing and distributing flyers far outweighed the number of customers gained, resulting in a negative ROI. But we needed the data to prove this hypothesis. When we collect this kind of data, we insist on it being clean and comprehensive – in other words, it must be indisputable and every interaction that could potentially create value must be measured. This allows us to acquire a holistic overview of the response rate.
Our strategy included measuring the impact of every marketing effort by EasyLife, both on and offline. Once we determined which methods were the most effective, we would be able to advise on how to allocate budget. As a result, we would help the company to realise maximal ROI with the available budget.