The restaurant business has always been one of the most competitive and challenging industries. The competition is fierce, and most markets are very saturated. With the additional challenges in 2020 of Covid 19 related restrictions, it has become increasingly difficult for restaurants to find ways to increase and maintain their profits.
Reaching any type of longevity as a restaurant has always been rare. The majority of new restaurants find it difficult to achieve long term success. In fact, it is estimated that 60% of restaurants close or experience a change in ownership within the first year of business.
From a marketing standpoint, the challenge is to keep your restaurant’s brand fresh and top of mind in your local community and too make sure that local consumers are aware of your latest offers and promotions.
Solo direct mail postcards have always been one of the most effective restaurant marketing tools. Solo direct mail has been used by many of the industry’s top operators to deliver their promotions to consumers in their local community and drive a continual stream of incoming business from new and existing customers.
The Benefits of Restaurant Solo Direct Mail
Stand Out and Feature Your Brand
The mailbox has always been a crowded place. However, the amount of competition in the mailbox has actually declined in the last 5 years as some industries have decreased the amount of mailing they do to allow them to also utilize digital marketing. This means that your message has a better chance of standing out and making an impact.
With the unlimited creative format that solo direct mail provides; your brand can make a huge impact! A professionally designed solo direct mail piece that reflects your restaurant’s brand identity and features photos of your menu items is a powerful way to make a connection with local consumers and give them a good feel for what your restaurant is all about. With solo direct mail, you have full control to present your brand in the most flattering manner.
Unlike coupon book mailings, your promotion also will not be hidden among other competing promotions. Solo direct mail presents your promotion in a large, high impact stand-alone format that cannot be missed. Consumers do not have to sort through pages to get to your restaurant’s promotion, with solo direct mail your promotion is right there in front of their face.
Deliver Your Promotion Directly to the Consumer
With the advanced route targeting tools available, you can ensure that your promotion gets into the hands of the right people. With the detailed filters in route targeting software, you can target your IDEAL prospects by neighborhood and/or demographics.
After analyzing the demographics of your local neighborhoods, individual carrier routes within the local community that closely meet your ideal criteria can be selected for delivery of your promotion. This eliminates the waste of mass mailing to consumers in households that are unlikely to respond to your restaurant’s promotion.
As mentioned earlier, with solo direct mail your message is featured and can be read without having to open anything but the mailbox door! So, not only are you ensuring that you are delivering your message directly to the right people, you are also delivering it in a format that will not go unnoticed.
You will See Immediate Results
Offering promotions with limited-time deals or time-sensitive discounts gets people through your doors instantly. According to a survey in 2019, 56 percent of people say they dine at a restaurant, get takeout or have a meal delivered 2 to 3 times a week. Fully 10 percent said they eat out 4 to 6 times a week, and 6 percent said they eat out every day. This shows that the market is there, you just need to give consumers incentive to choose you!
Americans are moving at a rate of over 40 million people each year and statistics show that 80% of movers will redeem a coupon from local merchants. Delivering your direct mail promotion with time sensitive offers to these new movers within local neighborhoods will give them a reason to try your restaurant sooner rather than later and will give you the opportunity to turn them into regular customers.
Most importantly, you solo rirect mail is also very trackable. Solo direct mail makes it easy to track response rates via physical coupons, coupon codes, and special URLs, so you will easily be able to see your return on investment.
Solo Direct mail has higher brand recall, higher response rate, and quicker response time.
A recent Scientific study conducted by the “Decision Neuroscience Research Group” tested how the human brain processes Direct Mail Marketing and Digital Marketing differently. The evidence pointed to the fact that Direct Mail Advertising can be a far more effective tool to “motivate action response” than Digital Advertising.
- Data shows the consumers that received direct mail advertisements were able to recall them 75% of the time, compared to 44% for digital ads.
- Direct mail has a MUCH HIGHER average response rate of .5 to 1%. Social Media, Email, and Internet Display ads only have an average response rate of .02 to .1%.
- 79% of consumers are likely to act on direct mail immediately, versus 45% with email or digital marketing.
Since 2006, Turn Heads Marketing has been delivering Solo Direct Mail Promotions that get results. Our expertise stretches across many industries, including Restaurant, Auto Repair, Fitness, and Health Care. Our industry experts can help you devise a marketing plan that will drive in new revenue to your restaurant with the highest possible ROI.
Our revolutionary methods for route selection and tracking soon took the industry by storm and changed the way business’s plan their local marketing efforts. Our system of ultra clear data reporting and processing eliminated any guess work from the equation, and armed business owners with the knowledge and confidence that their campaigns are built around a successful strategy.
Our commitment to amazing customer service, transparency, and accountability, combined with our proven local marketing strategies, will help your business generate more leads, attract more online organic search traffic, and increase overall growth and revenue.
Contact us today for more information. Also, check out our Restaurant Marketing Ultimate Guide for more information on how to successfully promote your restaurant.