It is the quickest, easiest and least expensive
way to promote any product or service
1. Post cards have a limit on copy ( 10-12 words) so
it is important to focus on the benefits of the product rather than
the features. Make sure you mention the characteristics of the
product. For example: "Sparky’s Burgers are lean, ,juicy and
for a limited time $1.99".
2. FREE is the most successful headline and will
draw the largest return. For example: Free medium pizza when
you buy a large pizza with one topping. Make the headline and the
offer stand out. Use a larger typeface, it is easy to read, avoid
using all capitals except for one word emphasis, eliminate
punctuation and industry standards recommend using black ink.
3. A 4.5 x 6 postcard is the most popular, best
priced postage and stands out in a stack of mail. This size post
card will fit into a ladies purse, first class mail cost is $.20,
$.13 -.16 presorted and barcoded, and $.09 for non profit and will
give you the best return on your dollar.
4. The newest and highest impact postcards now
available are: Post cards with scratch off contests, where you can
win an instant prize which can be redeemed on the next visit.
The postcards can offer refrigerator magnets as a
gift plus an additional offer such as if you show the delivery
person the magnet, get 20 % percent off your order.
Private special events and preferred customer cards
draw big results: "Not open to the public, preferred customer
gets additional 10% discount and gift if you come in before 10
AM".
5. You just spent $4000 on your home page and you
want customers to come visit
Send out a copy of your homepage to all your
contacts who have web access and tell them about the great deals you
are offering. Collect their email and fax numbers and this is a way
to keep an ongoing database. Encourage them to order from you web
site and offer priority service if they do, such as preferred
seating and a free drink.
6. The 100 to one rule. Make sure you use a
brilliant first line. Write several headlines and reread them, then
select the best one. Review the selected one 100 times before
finalizing it. You only have five seconds before it goes into a pile
or hits the trash. This is the most difficult process of a
successful postcard campaign , but a truly outstanding headline can
make the difference in customer response.
7. Mail frequently. Mail your post cards every three
to six weeks, and as long as your offer is good they WILL
call or come in.
8. Number one most important part of mailing: The
List. Use your house list first. Go to a list house, ask for a
sample before you mail the entire campaign. Magazine subscription
lists are 99% accurate, they are also well targeted.
9. Always have these sacred words printed on the
postcard, "Save This Card", it really works.
10. Catering services. Advertise your catering
services to potential clients and include examples and prices, with
information who to call. Offer them something in return for using
your services such as Lunch For Two, Car Detailing, or a Magazine
Subscription.
11. Birthday postcards and 1/2 birthday postcards.
Who does that? A great way to get repeat business. Customers join
the program and come back to your restaurant in the month of their
birthday and bring the entire family and friends. Also, send them a
post card for their Half Birthday. What a great way to bring in
business!
12. Fundraiser Postcards help to increase sales
while giving back to the community. The next time an organization
asks you to make a donation give them 250 postcards with their name
on it and when the organization member redeems the card you make a
donation to their organization. This will help you restaurant gain
credibility and support of an organization.
Sherri and Michael P. Cohen have over 20 years
experience in the restaurant business and have extensive knowledge
in modern marketing and technology
I f you want more information about postcard
promotions and suggestions, call IMPACT USA PA anytime at 1-800-784-4883
or FAX 610-642-5771 and Sherri or Michael will be glad to assist
you.
A seen in Foodservice.com Summer 2000
