Our shared mail program provides positive results for a variety of businesses including those in the business of providing pizza!
A Southern Maine pizza store participated in our shared mail program for the first time during a typically slow period in early December. After the mailing dropped, the location set record sales for one weekend. As compared to other marketing in their arsenal, shared mail by far provided them the best response. And their comment cards repeatedly said that customers wanted to see coupons on a regular basis.
Shared Mail allows you the opportunity to put your advertising piece right in your prospect or customers hand.
Your existing customers do not necessarily enjoy your pizza on a weekly or even monthly basis so you must find ways to reach more prospects with your message. Your business will generate more sales by reaching potential customers and current customers alike. Almost every household in your marketing area will consider eating out at some point in time and will most likely be asked by friends and family from away for a dining recommendation. It makes sense to connect with all of these prospects, with recurring frequency, and remind them of your terrific pizza.
Shared mail is a highly flexible tool in any pizza restaurant’s marketing arsenal. Tangible and eye-catching, a well-designed shared mail piece promotes brand awareness and boosts your credibility with both your customers and prospects. Successful pizza restaurants are using shared mail to create awareness, attract a loyal following, and keep bringing people in to their establishment. The restaurant industry reports sales of over $780 billion in 2016, which means that half of the work to market yourself has already been done! You don’t need to convince people that they should go out to eat you just need to convince them your pizza restaurant is where they want to go. Shared mail is a tool that has proven to make that happen.
By mailing multiple different types of shared mail pieces throughout the year, your marketing will never get stale. Use a combination of postcards, single sheets, and multi-page flyers to:
- Offer coupons to encourage new and repeat business (Limited time coupons create urgency, encourage visits, and are very easy to track)
- Share your menu and mouthwatering images of your food
- Feature your weekly specials or changes to an existing menu
- Highlight your events, accolades, and community service involvement
- Promote additional services you provide (take-out, delivery, party platters, etc.)
- Feature information about what makes your pizza unique
- Remind everyone of your location, hours, and contact information
Remember not to measure the success of your shared mail campaign by simply a clients’ first order, but to consider the amount of future business that will be generated when they become a loyal customer. Oh, and don’t forget about the referrals of family and friends they may send!
Shared mail works because it is a preferred method for receiving marketing from local businesses.
It offers a sense of familiarity that is hard to achieve with other advertising mediums. Consumers look in their mailboxes every day for compelling messages to help them make smart buying decisions.
- 72% of respondents in one survey read and keep the mail pieces that interest them
- 30% read and keep the mail pieces that interest others in their home
- 42% of consumers make one or more weekly purchases from the shared mail package
- 44% of customers visit a brands website after receiving direct mail advertising.
- 39% of customers say they try a business for the first time because of direct mail advertising
If you are interested in learning more about how TMM’s Shared Mail program can help your pizza restaurant grow, contact us today.
(Sources: DMNews 2008, Informational Resources, Inc. 2010, USPS Deliver Magazine January 2011, Pitney Bowes, Choose Print, Print Is Big, Rochester Institute of Technology, 2013 Advertising Tracking Study by TNS Customer Studies, Valassis 2011, 2014 Statistical Direct Mail Facts, The Little Book of Big Returns 2011, USPS Small Business Brochure)