Don’t assume that direct mail and postcard marketing is
dead; in fact, it’s alive and well and should be a major part of your
restaurant’s marketing efforts. With
direct mail and postcards, customers have a tangible, in-hand reminder of your
menu, specials, location(s) and promotions.
The battle becomes one of how to separate your advertising from the
piles of other junk mail they might receive on any given day. So how do you make sure that the money you
spend on direct mail and postcard marketing isn’t wasted and is seen by more
people?
Simple. The answer
lies in the design and excitement your direct mail and postcard marketing
campaigns bring to the potential customer.
Things like eye-catching wording and graphics can play a major role in
assuring your direct mail advertising is seen, as well as including coupons or
important “by invitation only” events in which the customer needs to keep the
mail in order to receive a particular discount or promotional offer. Even if they are not sure if they can use the
coupon or attend the event, the simple fact that they have an invitation or
coupon in-hand will likely encourage them to keep it “just in case.”
A recent article in Entrepreneur Magazine gives the
following tips for increasing direct mail response:
- Give a free gift to increase response
- Highlight the free-gift offer prominently
- Use short copy to tease the reader to read further or respond
- Minimize the use of buzz words
- Use graphics and color to support the message and text
- Hire a professional copywriter for your content
- Hire a professional graphic designer
- Make your offer easy to understand at a glance
- Use all the formatting available with taste
- Have your direct mail reviewed by an objective third party
- Use colored paper to make impact and save on printing costs
To read more direct mail tips, read the full article here: http://www.entrepreneur.com/article/193436
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