Three Critical Direct Mail Considerations
1. Research & Planning
Every direct mail program is based on two simple components; 1) a message and 2) an audience. Naturally, you must determine what you want to say and who you want to say it to? But before you begin to answer these questions, you must take several elements under consideration.
1) What is the purpose of the campaign?
- Distribute your new menus
- Promote an event, special, or Holiday
- Locate new customers
- Increase order frequency (existing customers)
- Brand awareness and/or engagement
- A combination of multiple purposes
2) Who is it directed towards?
- Current Customers (To increase order frequency)
- New Customers
Remember, knowing your target audience is crucial when developing a menu, postcard, or direct mail flyer. What do local prospects want? Do they prefer "mom and pop" shops or national chains? What style of design will appeal to them? Are they a younger or older demographic? What is the average income range per household?
All of these factors should be taken under consideration when designing your offers, creative approach, and while executing the campaign to the target areas.
Factoid: At a bare minimum, your marketing budget should be 3% of your total sales. Most marketing experts within the restaurant industry (myself included) recommend a spend of 5% to 7% depending on variables such as local competition, etc.
2. Targeting Distribution Areas
With Every Door Direct Mail (all restaurants should use this program), targeting comes down to ZIP Codes and Postal Carrier Routes. For direct mail campaigns designed to reach "every mailbox" in a local area, you do not need to use a mailing list or hire a mailhouse to process your mailpieces (don't waste money!). Instead, you can hand-pick your target areas using the online mapping tool available at EveryDoorDirectMail.com.
This tool enables you to enter your business address, review a local area map, and literally "point and click" on the map wherever you want your offers delivered.
Other types of direct mail campaigns include:
• Current Customer Campaigns
- If you have an existing database of customers, this is an option that you should consider at least once per quarter. These customers have already been to your restaurant, opted-in to your offers, and need a valid reason to keep coming back. Current customers are the most valuable customers and should be managed accordingly. This type of campaign can extend to birthday and anniversary campaigns as well.
• Database Development
- If you do not have a database, you need one (like, yesterday). Start a sign up form at the restaurant, on social media, and via direct mail campaigns to local areas. Every Door Direct Mail can help you reach every local home to quickly grow your database with new sales leads and customers.
• Purchase a List
- Purchasing a list tends to be frowned upon in the restaurant industry. For example, a pizzeria has mass appeal, thus rendering the cost of a targeted list largely unnecessary.
Factoid: Research shows that consumers spend up to 80% of their disposable income within a 5-mile radius of their home. The closer they are –the more they spend!
3. Executing Your Campaign
• Your direct mail campaign must stand out
- Use bright colors, glossy paper, unusual creative, offer-driven headlines
- Focus on "instant gratification" offers. FREE pizza, BOGO, etc.
• Branding
- If your direct mail campaign does not match or fit with your restaurant theme or identity, you can confuse customers and lower your response rates.
Think about it this way...
...Best Buy is "blue"
...Pizza Hut is "red"
What color/style is your business?
• Use Postcards or Menus
- Envelopes are evil. Envelopes require consumers to open the envelope, open the letter, read the letter — all before understanding your offer.
- Postcards and menus instantly promote your offers with no extra steps.
• Value Matters
- The words "FREE", "Sale", or "Discount" (among others) will grab attention very quickly. You can also add value by bundling items or offering customers options.
For example:
FREE Breadsticks ($3.99 value)
W/ Any Large 3-Topping Pizza
Remember, if you don't provide customers with a reason to call, click, or place orders — they won't.
Good luck and happy marketing.