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You’re busy, prospects and customers are in when
you’re in a they receive your marketing messages
hurry. Your and you’ll have a better understanding of
message might knowing what to say and how to say it to
get read, but get them to take action on your offer.
read FAST and
maybe not all THE BEST DIRECT
the way through MAIL STRATEGY FOR
if you don’t do ATTRACTING NEW
a good job at CUSTOMERS TO YOUR BAR
keeping the
reader engaged OR RESTAURANT USING
with exciting DIRECT MAIL
/ newsworthy
information. Here’s my advice.
A direct mail 1. What’s your goal and what are you
piece, with the promoting?
same message
as that e-mail, 2. Who is the best type of person to
will get a much market to for that promotion to reach
longer attention your goal?
span from your
prospect which 3. Buy a mailing list of those people within
(which of course is the MOST important is critical to them taking action on your a 3-5 mile radius of your business.
element within e-mail marketing) offer.
4. What do you need to say that is going
With direct mail, you can touch it, you 7. This Is Huge! Less Competition! - As I to persuade this new customer to come
can feel it, and you can show up big or stated before, you probably get 100 or in for this SPECIFIC promotion you’ve put
small. You can stand out from all the e-mails a day. At least 50. Your mailbox, in place? What you need to answer within
other mailers in the mailbox to really grab probably a quarter of that. That’s a good your marketing message is WHY they
attention. thing. should take you up on your offer and how
they are going to benefit. If you don’t,
4. Direct mail messages last longer you won’t get the results you
- Your direct mail could sit on the want!
table for weeks and then action “What you need to answer within
could be taken upon when your your marketing message is WHY 5. Figure out your call to action
prospect has time. With e-mail, they should take you up on your
it could be deleted instantly and offer and how they are going to There are 3 ways to go about your
never seen again. E-mails go down call to action.
the disposal much faster than benefit. If you don’t, you won’t
direct mail. get the results you want!” You can either…
5. Higher delivery rate - They say A. Have them bring the offer in to
about 95% of your mail will get delivered Now think if you’re the only bar / redeem.
when you have run it through a direct restaurant showing up in the mailbox
mail company that cleans the list for bad with a compelling offer that benefits B. Send them to a one-page website to
addresses. As I said before, e-mails will get your customer after a long, hard day at capture their e-mail address and deliver it
20-25% if you’re lucky. I’ve taken on some work. What if the copy within your direct by e-mail.
clients who have only a 10% average mail piece started jabbing at them about
response. That’s only 100 people out of taking the time to cook, cleaning up, etc., C. Have them bring the offer in to
1,000 people being sent to. where your offer to them sounds much redeem - but also send them to a one-
more pleasing, less of a hassle, and better page website to capture their e-mail for
6. Direct mail holds attention longer - tasting? a bonus gift (this way you’re generating
When you think about your e-mail box, more information and have multiple ways
you’ve got 50-100 or more each day. Think about the environment your to market to them)
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