Even With Economic Slump Direct Mail Marketing Is Steady

Our current economic conditions are problematic, there’s no doubt about that.  With these issues, more and more business are working doubly hard to insure that they are marketing effectively.  One method that pops up in discussion often is direct mailing programs and what they have to offer.  If you’re looking to promote your business then direct, postcard marketing should be one of the first methods you consider.

Advantages Of Direct Mail Marketing

When you use directly marketing to your clients you are choosing a method that some people feel is outdated.  This couldn’t be further from the truth and that is because of the distinct advantages to direct marketing.  With this mail, a person has to physically touch what you’ve sent.  This means they will look at it without fear of a computer virus.  It is still considered a marketing workhorse for the simple fact it is physical and a person will look at it even just to toss it.  When designed effectively, they will look at it and keep reading it. 

Still The Consumer’s Preference

With studies being done in 2008, 2010 and 2011 consumers have consistently reported they prefer to have a marketing message received in traditional mailing format.  This means they will already be more open-minded to any marketing message that comes to them by way of direct mail versus email. 

One Mail Box

A key advantage of direct mail marketing is that there is generally one mailbox per home.  When it comes to email, an individual can have multiple address and a home will have multiple individuals.  This may mean to market to four people living in a house you would have to send an email to four email addresses and even more when some don’t get checked.  Why go through this extra work when one postcard can be delivered to a mailbox that services multiple people?

Techniques to Grow Your Restaurant Email List

Marketing research shows that most people prefer email as the method of contact when receiving information about products, services, promotions and company marketing.  This means that growing your email list is one of the primary goals any business owner should have—especially if you are in the restaurant industry.   

So how do you accomplish this momentous task?  It’s easy.  Make customers want to sign up to be on your email marketing list.  Below are some of the “tricks of the trade” to make signing up something that is too good of an offer to refuse.  

1. Make it personalized.  Inform your customers that they will receive special offers that only apply to them on their birthdays, anniversaries, or other important occasions.  Let their experience with your restaurant be a personal one and let this be reiterated through your email campaigns.  
2. Give them a reason to sign up.  Offer 5% off, 10% off, a free menu item, or some other promotional offer in order to convince people to sign up.  Without this—you’re never going to grow your list as well as you could be growing it.
3. Let them know that there will be promotions that are ONLY available to customers who sign up.  This exclusive offer will make most people more than willing to supply you with their email address. 
4. Offer incentives for referring friends. Make sure there is some way to reward referrals.  This is a double reward for many—they’ll earn the sign-up promotion as well as a promotional offer for convincing their friends and family members to do it. 
5. Provide sign-up opportunities everywhere.  This includes on every page of your website and on every social networking portal you use, as well as on every bill you provide them at their table and the credit card receipt you provide them when they leave.  Never miss an opportunity to let customers know the benefits of joining your email list. 

I read a survey that said email was the preferred point of contact most people chose for receiving marketing messages. Is this true?

Reasons Why Email and Direct Marketing (and not Facebook/Broadcast Media) Might be the Better Choice for Your Restaurant

Have you ever been in a store browsing, only to be annoyed by a pushy salesman who doesn’t understand the concept that you just want to look around?  We’ve all experienced this and it isn’t a pleasant experience.  In fact, it’s the primary reason why the foundation of successful marketing is the understanding that your approach needs to be something that your end-audience invites.  If you attempt to market in a way that your intended audience feels is intrusive, you might be negating the point of your marketing attempt in the first place, which is to attract customers without annoying them.  

For this reason, Facebook as a marketing platform has lost its luster for many companies for one very simple reason: people use Facebook to connect with friends and a social network—not necessarily to read marketing messages on their home page.  The same works for broadcast media.  People listen to the radio or watch TV to enjoy their favorite music or shows, and will often turn the volume down or change the channel entirely when confronted with too much marketing.  

You might ask, then, so what is the least intrusive way to market?  Well, according to surveys conducted regarding customers’ preferred method of contact for marketing and promotional material, an overwhelming majority stated that email is their preferred method for receiving marketing messages.  

Think of it this way: people access their email at a time of their own choosing, and can open emails or not open them according to their own whims.  This puts the end-user in control of when he or she reads a message, making them much more receptive to what the message contains.  Their lives, social networking, and entertainment time are not interrupted, and they are always subconsciously appreciative of this consideration on behalf of the restaurant marketing to them. 

Why Direct Mail and Postcards Still Work

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

What are some compelling reasons to rely on direct mail marketing?