Utilize Direct Mail Marketing For Your Restaurant
Attracting Leads in a Digital World Using Direct Mail Tactics
Marketing seems to be all about digital these days with websites,
apps, and everything in between. So what does that mean for direct mail? You
can’t search, stream, browse, or scroll through a direct mail piece like you
can with online ads—BUT—you
can touch them, which is something you can’t do
with online ads.
Why is that important?
Being able to physically touch a unique Restaurant Direct Mail piece hits an emotional nerve
and jump-starts the intriguing thought process.
A Mailbox Versus an Inbox Ad
Everything in the digital world flashes before us in the blink of
an eye. So people get used to ignoring most of the online advertising they see.
That doesn’t help anyone’s bottom line.
Even if your mailbox receives just as much junk mail as your inbox
does spam mail. However, people process their mailbox mail and their inbox
email differently.
What’s the first thing you do when you get your mail? You sort
through it and throw out the junk mail… right? With
one exception—the mail that catches your eye and piques your curiosity. Those
pieces are read from top to bottom and carefully stored in a safe place until
you have a chance to act on whatever action the sender was trying to get you to
take… right?
OK, so what do you do when you go through your email inbox? If
you’re like most people, you quickly and systematically delete, delete, delete,
and you keep deleting until you’ve cleared your inbox, and what a great feeling
an empty inbox is. Yes, we know the feeling well because we do the same thing.
But why is that?
Well, for starters, there’s nothing other than words to
grab your attention and make you want to hold on to any given email. This is
because you can’t physically touch, feel, and realistically process words like
you can a direct mail postcard you have in your hands.
And you can take your targeted direct mail campaigns a step
further and skyrocket your response rate with plastic postcards. This unique
collateral instantly piques a person’s interest and gives them something that
feels like a credit card, and, therefore, plastic postcards are subliminally
assigned a “something special” and “something of value” in the receiver’s mind.
The Added Bonus of Offline to
Online Traffic When Using Direct Mail
The added bonus of using a unique direct mail piece is that you
will not only receive a significant jump in your brick-and-mortar store
traffic, but you will also see a significant jump in your online traffic as
well. This is because people will take your engaging plastic postcard and place
it on their desks as a reminder to look you up the next time they sit down at
their computer. Or, use your plastic postcard as a reference as they grab their
mobile phone while pulling up your website or downloading your app.
Additionally, displaying an enticing deal with a redemption offer code on your
collateral will greatly increase your prospects’ response. The end result is a
jump in both your online and offline
traffic.
A Natural Inclination for Print
Even though the digital landscape has all but taken over our
world, humans are naturally inclined to see print as having more
authority. Therefore, direct mail is a much more powerful form of advertising
than anything else—including digital ads which are more likely to be perceived,
at least initially, with distrust. Add to that a unique, plastic postcard that
piques the curiosity of the reader and you have a no-fail winner. A winner that
will bring you loads of targeted leads for months and sometimes even years to
come. This is because people save plastic postcards versus throwing them away
like they do coupons and other paper ads.
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