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Three ways to get maximum power out of direct mail

Tech may be all the talk, but one of the lowest tech approaches to promoting your brand, direct mail, is still not only effective but competitive with most anything digital is doing.

November 16, 2016 by Mike Tinz — Vice President of Franchise Sales, Money Mailer

It's a fiercely competitive time in the restaurant community. The economy's overall shakiness, combined with an array of political, social and global conditions has created an even fiercer business environment than the one restaurateurs have always faced.  

That's why now is the time crank up your marketing game, to stay ahead in a huge field of options all vying for the same finite number of paying customers. But listen to most of the buzz these days and you'd think the only thing that matters in customer communication and promotion is electronic forms of marketing. In that respect, that aforementioned "buzz" lies.

The truth is that direct mail marketing is still an  extremely effective and important component in your overall promotional plan. When combined with digital and mobile components, in fact, direct mail can drive business your way as well or better than other electronic forms of media. This is particularly true if you take the time and thought to ensure your campaign is high on the following three qualities shown to boost the return on your direct mail investment and reach your objectives. 

1.    Design quality matters … a lot. 
Consumers buy with their eyes. In fact, studies indicate that buying decisions are typically made within the first three seconds of an ad's view, making the images, colors and language you choose critical to success. Take the plunge and pay for the best photography and design possible to give customers an irresistible visual "taste" of your best-selling menu items, instead of things like LTOs with limited potential for driving long-term sales. 

To create visual appeal and magnetize potential customers' eyes, use the so-called "hierarchy of colors" to create synergy between your ad's background, base and accent hues. To get to understand the whole idea of the hierarchy of colors, go online to someplace like this color wheel website to familiarize yourself with the color wheel that artists and designers rely on to capture attention. 

It may sound crazy, but the fact is that our brains respond differently to different color combinations, so things like a call to action should be created from colors that are complimentary, but still contrast with base and background ad colors. For instance, a combination like red and yellow act like a vacuum for the eyes, pulling the viewer in to focus on the message. 

2.    Know and define your promotional strategy. 
The simplest way to entice new customers and retain those who've been around for a while is to know and follow a clear promotional strategy. This not only keeps your brand top of mind, but gives you an edge over direct competitors. So, designate monthly or quarterly specials corresponding to major holidays, sporting and political events, but continue to push classic menu items, too. Promotional coupons, for instance, should offer broad-based menu choices with wide appeal. So, consider a BOGO for pizza or wings with a purchase to entice new customers while still appealing to those good ol' reliable patrons you've always depended on. 

3.    Print is not dead, but it sure loves to have a digital partner. 
A recent Mandlik & Rhodes study found that 70 percent of consumers still actively seek out print coupons, so these items are still a key component of your marketing strategy. But, if you incorporate digital elements for consumers who prefer this form of promotion, the study showed it increases consumers' desire to buy the product. So, don't forget to augment your paper-based direct mail campaign with electronic forms of promotion, like digital coupons and QR codes that give these consumers a way to engage with your brand.

Typically, print coupons provide higher return on your investment, but digital coupons are easier to distribute. That reflects why a healthy balance of both forms of promotion is crucial. In fact, direct mail itself should be supplemented and incorporated into your overall marketing strategy, along with online, mobile and other forms of promotion.

This may all seem a little bit like overkill, but communication today is an approach of many choices. Your best bet of attracting a broad sweep of customers of all walks and generations is to incorporate everything from the old and well-known forms of communication, to the newest and trendiest. That way you attract those types of users, as well, and variation is not only the spice of life, but the driver of higher restaurant sales. 

About Mike Tinz

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