Generating nearly 4X ROI from One Sendoso Campaign
How Boulevard uses custom gifts to secure high-value clients.
With Boulevard Head of Growth Marketing,
Boulevard needed a way to maintain personal connections with their target audience of salons and spas, especially as they shut down during COVID-19.
They leveraged Sendoso to send custom gifts to scale connection-building and show customers they care, living up to their value of creating personalized experiences—even during a pandemic.
return on pipeline influenced
return on investment
Boulevard provides an online booking, POS, CRM and payments platform to power the next generation of salons and spas.
Los Angeles, CA
Scaling the personal touch
Boulevard is a scheduling, point-of-sale, conversation, and payments platform designed to power the next generation of salons and spas and help them manage their business, founded on the fundamental belief that personal care should be convenient for all. Because of the industry they’re in, direct mail is a key part of Boulevard’s sales strategy to connect with prospects on a personal level. But with a small team managing the startup’s marketing efforts, it quickly became clear that manually purchasing and packing gifts was too time-consuming.
“It was a classic startup situation where I was running growth marketing while packing boxes for FedEx,” laughed Bernice Brennan, Boulevard’s VP of Marketing. “That’s no way to scale.”
They started using Sendoso in August to eliminate that manual labor and accelerate the deal cycle by using Sendoso touchpoints to increase engagement and build relationships.
Increasing engagement throughout the lifecycle
The sales team has a set budget for top-of-the-funnel gifts, which they can send directly in Salesforce through Sendoso’s integration. Additionally, each month reps can identify high-value prospects to receive a high-end custom gift. The team even created a Slack channel dedicated to Sendoso, where they can swap send ideas and share customer responses.
Katlyn McCue, Boulevard’s paid and social media manager, used Sendoso to build gift tiers for different stages of the sales cycle. For prospects who have registered for a demo, sales reps can send a $5-10 coffee eGift card to incentivize attendance. Over one quarter, that campaign, which cost less than $2,000, yielded nearly 9X that amount in open opportunities and generated nearly 4X that in revenue.
After the demo, they can follow up with a $25-50 lunch eGift card. Further down the funnel, the sales team can send warm prospects a box of cookies, which is great for driving awareness among all stylists in a salon.
“I sent a cookie box to a prospect following a demo call. The prospect responded, ‘WOW! you guys are slick, what a great touch! You won the hearts of our entire front desk staff.’”-Pier Iberti, Account Executive at Boulevard
Boulevard’s highest value gift item, worth $70, is a branded gift box featuring a P.F. Candle (an LA-based candle company), as well as Boulevard swag and a pamphlet with product information. This send is reserved for prospects in the decision-making process, or for enterprise-level salons with the potential for large deals.
The company’s CEO Matt Danna sent Boulevard’s custom boxes to ten high-value prospects and secured a deal with celebrity stylist Sally Hershberger, whose clients include Miley Cyrus and Jane Fonda. “That excited our CEO about Sendoso,” explained Katlyn McCue. “He sent a few of these custom boxes and got a crazy high response rate that led to actual closed deals.”
Today, Boulevard is completing between 100-120 sends each month — while creating a culture of autonomy and trust among the sales reps, who are empowered to manage their own Sendoso budgets and leverage gifting to bring clients across the finish line.
“One of my demos was a no-show and I later found out that he had fallen ill. I sent him a lunch gift card and a note to tell him I hoped his week got better. He replied immediately to tell me how thoughtful it was (and also rescheduled the demo). Clients love Sendoso!” -Lauren Benon, Account Executive at Boulevard
Warming prospects (and hearts!)
“At times, our sales reps would stop by salons to bring coffee and do an in-person demo,” explained Bernice. “Now during COVID-19, a lot of our clients are closed or have limited work hours, so being able to still offer a personal touch and show that we go the extra mile has been huge.”
And Boulevard’s clients are taking notice. “Sales reps who are regularly using their Sendoso budget are closing more deals and have more opportunities in the funnel,” said Katlyn.
The reps also regularly receive heartfelt messages from prospects who say the Sendoso gift brightened their day during a tough time. Take this recent prospect response, as example, “I just have to say thank you so much for the lovely gift. Not only was it a complete surprise to receive a gift in general, but the gift itself is so thoughtful and just perfect. I couldn’t be more happy with the customer service I have received since joining Boulevard. This alone makes the switch to your company a great decision for me and my company.”
“We’re all about serving the personal care industry and making our technology amazing for our clients,” explained Bernice. “Sendoso made that tangible, and served as an extension of what we do as a company.”
Expanding into customer success
Bernice believes that the “personal touch” philosophy is here to stay — at Boulevard and across every industry.
“If you’re a revenue-driving organization, you have to be more personal and intentional in your outreach,” she explained. “Especially today, if you want people to consider your product, you have to take that extra step to stand out from competitors and show you care.”
Teams Using Sendoso
Sales, Client Services
Return on Pipeline Influenced
Return on Investment
Creating personal connections is a key part of the Boulevard brand, and we use Sendoso to live up to that.
VP of Marketing at Boulevard