Case Study: How College Football Schedule Magnets Drive Leads for a Residential Roofing Contractor
Background
Miller Roofing Solutions has been in the residential roofing business for over 15 years. Located in a football-loving town, they wanted a cost-effective, high-impact marketing strategy to keep the business at top-of-mind with homeowners year-round. Traditional advertising methods like direct mail and newspaper ads had limited success, prompting their marketing director to explore alternative strategies to engage the target audience effectively.
Challenge
Their primary challenge was generating consistent, high-quality leads in an increasingly competitive market. Homeowners typically don’t think about their roofing needs until a problem arises. They needed a way to ensure their brand was the first that came to mind when customers required roofing services.
Solution: College Football Schedule Magnets
Recognizing the local passion for college football, they decided to distribute branded college football schedule magnets each year. The magnets featured the local team’s game schedule along with their business logo, phone number, and website. The college schedule magnets were strategically distributed them through local businesses, home shows, and community events, and even left on doors/mailboxes in high-value neighborhoods.
Implementation
- Bulk Distribution: They partnered with local coffee shops, real estate agents, and hardware stores to place stacks of magnets where potential customers would pick them up.
- Door-to-Door Delivery: Magnets were left on doors and sides of mailboxes in targeted neighborhoods known for aging roofs, ensuring the brand reached homeowners likely in need of roofing services.
- Referral Boosting: Existing customers received magnets with a referral incentive, encouraging them to share with friends and family.
- Digital Tie-in: A QR code on the magnet led to a special landing page offering a free roof inspection for homeowners who scheduled an appointment within the season.
Results
The campaign proved to be a game-changer for this roofer. Over the football season, they saw a 30% increase in inbound calls, with many leads mentioning the football schedule magnets. The campaign also boosted referrals, as homeowners frequently shared the magnets with friends and neighbors. In total, they closed 15 additional roofing jobs, generating over $120,000 in revenue—far exceeding their modest marketing investment.
Conclusion
By aligning the Miller’s marketing strategy with the community’s passion for college football, Miller successfully built long-term brand recognition and a steady pipeline of leads. The annual football schedule magnet campaign has now become a staple in their marketing playbook, consistently driving business year after year.
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