PMQ Magazine (May 2015) – The introduction of social media has helped many pizzeria operators reduce their marketing budgets. However, while you’re spending hours hunched over a computer trying to figure out the best way to get 100 customers to “like” you, the guy down the street just mailed 10,000 direct mail pieces emblazoned with an irresistible offer to your customers. Which strategy sounds more effective to you? Some say that direct mail has gone the way of the dinosaur. With so many ways to reach customers online, they insist there’s no reason to spend money on snail mail anymore. Alyson Lex, founder and CEO of Rock Your Marketing in Baltimore, says that direct mail has been touted as dead for so long that business owners are starting to believe it. “Mailboxes are becoming emptier, but people still check them every day,” Lex says. “You don’t have to speak as loudly to be heard in a place where there isn’t as much competition.” Unlike the Internet, direct mail can be more personalized for your audience and allows your customer to physically hold your message in his hands, notes Linda Duke, CEO of Duke Marketing in San Rafael, California. “With the right offer, a direct mailer can deliver your message without any other brands clouding their memory, allowing your brand to stand out,” Duke says. In other words, the old-school method of direct mail is starting to feel fresh and new again. “Our lives have all gone online—from social media and online bill pay to telecommuting and streaming movies. We’re all so bombarded with emails, Facebook posts and tweets that they’ve lost their impact,” says Adam J. Toris, founder and owner of Cognicom Media in Bridgewater, New Jersey. “With direct mail, the person has to see it. Even if they just drop the mailer into the trash, they’ve held it in their hand, looked at it, and, at the very least, read part of it.” Creating a Direct Mail Campaign You may be thinking, “I’ve tried direct mail in the past and it didn’t work for me.” Maybe no one brought in a mailer, signed up for your email list or redeemed your coupons. So why waste your time trying it again, right? Wrong. With direct mail, the devil is in the details. Even the smallest tweak can mean the difference between a new customer and a mailer that’s destined for the recycle bin. So let’s take a look at six essential ways to make your next—or first—direct mail campaign a success. 1. Nail the Basics. There are certain elements that are required on every direct mail piece that you send out. If you’ve sent a mailer recently, grab it and see if it contains basic info such as contact information, hours, error-free copy, a compelling offer, a call to action, and an expiration date. “Don’t forget the contact info,” says Jenne McCarty, brand manager at Marco’s Pizza, a Toledo, Ohio-based chain. “And proofread, proofread, proofread. Customers want to buy from someone they can trust, and this is your chance to impress. Pay attention to the hierarchy of messaging as well. What do you want them to think about first when they see your direct mail piece?” However, while making sure to include all of the essential information, you can easily go overboard with too much info. “Remember that less is more,” Toris says. “Don’t try to cram too much information on the piece. You do not need to list all of the pies you make or tell the 50-year family history of the pizzeria. Keep it simple, concise, and to the point.” 2. Make It Exciting. Lex warns that being boring will get your marketing piece put in the trash faster than anything else. “Have fun and send something unique and different,” she says. It’s a busy world out there; getting attention means you must think outside the box. Try sending your piece in a red envelope designed to look like Priority Mail or look into suppliers—such as 3D Mail and Oriental Trading—that offer attention-getting “lumpy mail” products. We’re living in a fast-paced, technology-driven world, so when you’re thinking of sending out a plain paper flier, think again. “Do something to stand out in the mailbox,” McCarty says. “Die-cuts, complex folds and oversized pieces tend to pop, and that translates into more eyes viewing.” When you have only a moment to grab someone’s attention, what will you do? “Historically, pizza places have used bland and basic graphic design for direct mail pieces,” Toris observes. “If you’re going to make the investment in printing and mailing it, you should also invest in having it professionally designed. Use real pictures of your pizzas and your shop in the design and stay away from stock photos and clip art.” 3. Make Them an Offer They Can’t Refuse. According to Bert Martinez, a marketing and sales consultant in Phoenix, 80% of your direct mailer’s success is dependent upon its headline. “Your logo is not a headline,” he says. “An attention-grabbing headline makes readers stop and read more. Once they stop to read, you need to make [an appealing] offer, such as Kids Eat Free or Free Pizza, not 10% off. Give them something they actually want.” “Just offering coupons isn’t good enough,” Toris says. “What makes you special? Do you use a wood-burning or brick oven? Has your pizza won any awards? Do you offer artisan pies? Special or unusual toppings? What separates you from the rest? Figure it out and promote it.” Duke agrees, saying that many pizzeria operators make their offers too weak and then wonder why there’s no redemption. “Food cost should be part of the budget for the direct mailer. Give something away to those who receive the offer, as a ‘Come Try Us’ special,” Duke says. “Entice them with something only your restaurant offers and then draw them in with your compelling offer.” 4. Make It Personal. How well do you really know your current and potential customers? […]
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