In today’s digital world, it’s easy to overlook the impact of traditional marketing tactics. However, using direct mail for restaurant traffic shouldn’t be dismissed, especially if you’re a smaller business looking for cost-effective ways to boost those in-person visits.
While a strong online presence is crucial, don’t underestimate the power of a tangible piece of marketing material landing right at your target audience’s doorstep. That’s where direct mail comes into play, bridging the gap between the digital and physical worlds. In this comprehensive guide, we’ll explore proven strategies and explore exactly how direct mail can be your recipe for increased foot traffic and customer loyalty.
Why Choose Direct Mail in a Digital World?
We’re constantly bombarded with digital ads, so it’s easy to see why you might question the effectiveness of direct mail. But, here’s the thing – direct mail provides something different than digital advertisements.
The Power of Tangibility
In a world dominated by screens, a physical mailer can stand out in a cluttered mailbox. Think about it – how often do you sift through your physical mail? It feels more personal than a fleeting social media ad. This personalized touch creates a sense of value, piquing curiosity and making people more likely to engage with the content.
Targeted Reach
One of the greatest strengths of direct mail is the ability to precisely target your desired audience. Instead of casting a wide net online, you can focus on specific geographic areas and demographics. It’s about delivering your message right to the doorsteps of those most likely to become loyal customers, increasing your chances of turning that mailer into a delicious meal at your establishment.
Understanding Your Audience
To harness the full potential of direct mail marketing and a service like Every Door Direct Mail (EDDM) for boosting restaurant foot traffic, it’s important to have a deep understanding of your target audience. Knowing who they are, their dining preferences, their lifestyle, and their geographical location can dramatically improve the effectiveness of your marketing strategy.
EDDM is a service offered by the USPS that allows you to reach every household or business within a chosen geographical area. Using EDDM for restaurant marketing is particularly effective because it automatically targets local residents or businesses, which are likely your core audience. Here’s why understanding your audience matters when you’re leveraging EDDM for your restaurant:
- Geographic Targeting: With the knowledge of your local market demographics, you can confidently use EDDM to reach neighborhoods where your ideal patrons reside. For instance, if your restaurant is family-oriented, you might target nearby neighborhoods known for having a high concentration of families.
- Local Events and Trends: By being aware of local events, such as sports games or concerts, you can use EDDM to offer related promotions, pre-event dinners, or post-event specials, tapping into the increased foot traffic during these times.
- Budget Optimization: EDDM allows restaurants to distribute their marketing materials without the need for mailing lists or permits, which can be cost-effective. By understanding your audience, you ensure that every dollar spent is reaching a potential customer, offering a better return on investment.
Creating Direct Mail for Restaurant Success
The success of direct mail for restaurant traffic depends heavily on strategy. So let’s explore proven tactics that make an impact.
1. It All Starts with an Irresistible Offer
Think about it this way – what would entice you to visit a new restaurant or even return to a familiar favorite? Crafting an offer that your audience can’t resist is crucial.
Discounts and Deals That Deliver Value:
People love a good deal. Offering discounts, like a percentage off their total bill, a buy-one-get-one-free deal, or a special price for a limited time, are tried and true methods for enticing customers through the door. Everyone likes to feel like they are getting good value, so leverage this desire.
Freebies to Sweeten the Deal
Everyone loves a bonus. Consider adding freebies to your direct mail campaigns. This strategy involves providing additional incentives that increase the appeal. Think along the lines of a complimentary appetizer, dessert, or beverage with a minimum purchase.
Target Offers for Increased Relevance
Tailor your offers to different segments of your target audience for enhanced appeal. You can use family-friendly deals during specific hours or offer discounts for students with valid IDs. For example, if you know that a particular neighborhood has a lot of families, you can include a kids-eat-free promotion.
2. Design That Boosts Their Appetites
Now that we’ve covered tempting offers let’s turn our attention to presentation.
High-Quality Visuals to Entice the Senses
Use enticing food photography to make those taste buds tingle. It’s worth investing in professional-quality photos. Displaying them prominently in your design draws attention and piques visual interest in a way that text alone simply can’t match.
Choose images that represent the best of what your restaurant has to offer. For instance, if your restaurant is known for its wood-fired pizzas, including a sizzling hot pizza right out of the oven with visible steam and a perfectly golden crust. This can convey both the uniqueness and quality of your menu items.
Sometimes, the setting is as important as the food itself. Including photos of the dining area, whether it’s an intimate and cozy corner or a vibrant, family-friendly section, helps to set the scene. This can be particularly effective for themed restaurants: a snapshot of a nautically-themed bar or a rustic, homestyle dining room can draw in patrons who are looking for that specific dining experience.
Easy-to-Read Menus
You want potential customers to effortlessly navigate your offerings, making the ordering experience enjoyable and simple. Using a clear font, sufficient spacing between items, and thoughtfully arranging the layout enhances readability and avoids overwhelming them with too much information.
3. Create a Seamless Experience
Consider this: how can you guide them from their mailbox to your tables seamlessly?
Incorporate QR Codes for Easy Access
Direct them to your online ordering system, website, or social media with scannable QR codes. Placing a QR code directly on your menu allows them to browse your complete offerings, and visuals of dishes, or even place an order right then and there. It bridges the gap between the offline and online experience and makes engaging with your restaurant a breeze.
Location and Directions That Guide Them
Ensure you include a clear call to action within your direct mail pieces that guide the recipient on their next step. This could be as simple as instructing them to “Order online now,” or “Visit us today for [special offer]. It could also be specific instructions like “Present this postcard at checkout for [discount].” A simple inclusion like this makes it convenient for those unfamiliar with your restaurant. This is especially important if your restaurant is brand new or in a location that is difficult to find.
Timing and Frequency
Timing and frequency are critical to maximize engagement and drive foot traffic effectively. Thoughtful consideration of when to send out direct mail pieces and how often to do so can amplify your marketing efforts’ impact. Here’s how to navigate timing and frequency for your restaurant’s direct mail campaigns:
Deciding the Best Times to Send Out Direct Mail
- Pre-Launch Announcements: If you’re opening a new restaurant or introducing a significant update (like a renovation or a new menu), send out your direct mail a few weeks in advance. This builds anticipation and ensures your audience marks their calendars.
- Seasonal Changes: Align your mailings with the change of seasons to introduce seasonal menus or special offers. For instance, autumnal direct mail campaigns can feature pumpkin spice dishes or hearty comfort foods, tapping into the seasonal mood.
- Before Major Holidays: Capitalize on the holiday seasons by sending your direct mail a few weeks before major holidays. Whether it’s a special Thanksgiving menu or a Valentine’s Day couple’s special, early reminders will help secure your restaurant as the go-to for holiday dining.
- Local Events: Keep an eye on the local event calendar. Sending direct mail to coincide with local sports events, concerts, or festivals can draw crowds looking for a place to eat before or after the event.
- Weekdays for Weekend Planning: Sending direct mail earlier in the week gives potential customers time to make weekend plans, making it ideal for suggesting dining options.
To find the sweet spot for timing and frequency, consider both your operational capabilities and your audience’s response. Craft a calendar that strategically covers key periods for your restaurant while staying flexible enough to incorporate spontaneous marketing opportunities. Monitoring response rates, foot traffic, and redemption rates of any offers included in your direct mail will guide you toward the most effective schedule for your campaigns.
Turning Data Into Actionable Insights
It’s wise to track your results – a crucial aspect of successful marketing campaigns. Use trackable elements in your direct mail, like specific coupon codes or exclusive discounts that are only available through this marketing campaign. For example, you could include a unique URL on your mailers that leads to a special landing page on your website. By monitoring how these are used, you get insights into your return on investment (ROI). If you’re seeing great results from certain offers or a specific design, it’s valuable information you can apply in future mailings.
Leveraging Direct Mail for Success
Don’t underestimate the power of direct mail, particularly for local establishments aiming to connect with their community on a more personalized level. In a world that’s rapidly moving towards a digital-first approach, sometimes the most effective strategies are rooted in tradition. By integrating compelling offers, thoughtful design, and a strategic approach to data analysis, it has the power to bring them in, increasing your chances of converting a simple piece of mail into a satisfied customer.Get started on direct mail for restaurant traffic with our easy-to-use platform.
