Direct mail is a proven method to help gain customers at quick service restaurants. It provides a tangible method of reaching both loyal customers and potential diners. Internet data privacy concerns and countless pop-up advertisements are just a few of the many reasons direct mail is still very relevant in our digital world. Direct mail can be personalized to increase its appeal and demand attention due to its tangible nature and sporadic delivery.
More than four in five Americans trust print ads in newspapers and magazines, while 80 percent trust TV ads, Sherpa marketing reported. At the time of the study, online pop-up ads were approved by only 24% of Americans. Many Americans pay more attention to advertisements with promotions and deals than they did in pre-COVID days, according to a survey of 1,000 U.S. consumers by Valassis, a marketing technology company.
The pandemic has solidified direct mail as an essential advertising strategy for restaurant owners. While safety concerns were at the forefront of Americans’ minds last year, that hasn’t stopped people from visiting restaurants. Quick service chains were in the spotlight as many Americans turned to take-out and delivery options. About 52% of Americans have tried a new restaurant in the past year, Valassis reported. Reaching Americans through home direct mail, where they spend most of their time, offers a reliable return on investment and will help restaurant chains maintain their market share.
Here are five ways to add loyal customers to your restaurant using direct mail marketing:
1. Grand opening or special promotion postcard
Direct mail makes it easy to target your customer demographics when you want to promote your restaurant’s grand opening or let residents know about your specials. Using direct mail to publicize your new restaurant launch will generate buzz and profits as soon as you open your doors. Saturation postcards allow you to target customers based on neighborhood, distance from your restaurant, median household income, and median age. The United States Postal Service’s Every Door Direct Mail tool, facilitated by Our Town America’s Postcard Marketing program, helps your campaign reach your target demographic.
2. Perforated postcard for the loyalty program
Loyalty programs are a proven method of rewarding dedicated customers. Innovations in direct mail allow you to send your customers a postcard with a tear-off loyalty or membership card. Just select a demographic or a group of prospects, rather than emailing an entire neighborhood or a carrier route, to make your loyal customers feel special. As an added bonus, postcards can be addressed individually by name, giving your campaign a better chance of success.
3. Birthday postcard
People love to receive birthday greetings; show your customers that you care by helping them celebrate their birthdays. Americans buy about 6.5 million birthday cards each year, according to the Greeting card association, the American trade association serving the greeting card industry and social expression. Highlighting a customer’s special day can help build customer loyalty and provide them with a nice birthday surprise.
4. New mover gift certificate
My company specializes in providing one-time, unconditional welcome gifts to new residents. Our welcome package is attractive and seen as hospitality rather than advertising. It’s packed with proven offers designed to attract new residents before they become loyal to your competing restaurants. New movers appreciate the free offer when they’re busy unpacking and spending their money on transforming their home into a home.
5. Thank you postcard
After a New Mover has redeemed their New Mover Gift Certificate, restaurants can send a Thank You Postcard with an optional side offer. New customers are impressed that you knew they visited your restaurant and that you took the time to thank them for their work. Our Town America’s new Movers Marketing Program can automatically send this thank you postcard once the initial gift certificate is used.
To reach new customers and drive sales, make sure these unique direct mail marketing techniques are part of your fast-service restaurant’s advertising strategy.
After serving our country as a medic in the United States Army, Michael Plummer, Jr. returned to the family business (Our Town America, New Mover Marketing’s first nationwide franchise started by his father in 1972) in 2001 to work in the IT department. Over 15 years later, Plummer is now leading the company as CEO and CTO, using his extensive technology / data experience to make Our Town America the most savvy analytical player in the industry. A technology expert with over 15 years of leadership experience, Plummer, Jr. has helped Our Town America establish itself as the nation’s fastest growing and successful New Mover Marketing franchise. With dozens of franchise partners located from coast to coast, Our Town America helps thousands of local businesses build loyal, long-term relationships with countless new movers each year.