In today’s digital world, modern marketing techniques mostly take place online. Whether it’s through social media, search engine optimization, or web traffic, many businesses utilize digital marketing techniques to reach new customers. However, for restaurants, digital marketing shouldn’t be your primary resource. Instead, you should be using direct mail to reach your customers.
In this article, we’re going to discuss why direct mailing is so valuable for restaurants, and how you can make the most of your next campaign. When it comes to restaurant marketing, the traditional methods are still some of the best.
What is Direct Mail Marketing?
When you’re trying to promote your restaurant, it’s easy to draft a digital ad and send it to your email subscriber list. However, because people get hundreds of emails every day, they tend to ignore most of them, especially ads.
Direct mail marketing is when you send physical pieces of mail to your customers and potential leads. There are a few different options when creating your campaign. Most often, direct mailers are items like brochures, pamphlets, postcards, letters, and newsletters. Depending on the kind of impact you’re trying to have on your customers, you can mix and match different mailers to get the results you want.
Why is Direct Mail Marketing Ideal for Restaurants?
For the most part, direct mail is going to be more expensive than digital marketing upfront. Sending an email blast doesn’t cost anything, but printing out hundreds of mailers can be a significant expense.
However, when you look at the data, direct mail has an ROI (return on investment) of roughly 30 percent. Compared to other digital marketing campaigns (such as SEO), this number is much higher. Simply put, you’re spending a bit more at first, but you’re getting better results.
That being said, let’s go over the reasons why your restaurant should invest in direct mail marketing.
Reach Local Customers
When people are coming to your website or finding you online, chances are that they aren’t in your area. While you can utilize various location-centric tools like local SEO marketing, the impact isn’t as substantial as you might think.
Unlike digital marketing, you know where your customers are, which is why you can maximize your mailing potential. Since you’re mailing to people in the immediate area, they are much more likely to stop by.
Build Trust Among Your Clientele
As we mentioned, the average person receives hundreds of emails every day. When it comes to direct mailing coupons or brochures, they are few and far between. Because of the rarity of these items, consumers are more willing to trust the business. Not only that, but they don’t have to worry about any concerning links or attachments. Reading a postcard doesn’t have any downsides, and if you add value to the mailer (like a coupon), the customer is much more likely to pay attention.
According to recent data, about 76 percent of consumers trust direct mail. In fact, the only advertisements that build more trust are television and print ads. Because digital marketing materials like email are so ubiquitous and easy to make, users don’t trust them as much. So, when you invest in direct mailing, you are building a stronger foundation between you and your clientele.
If you’re trying to capture someone’s attention online, the competition can be more than a little overwhelming. Users will delete emails or scroll past landing pages, but they won’t easily ignore a direct mailer.
Again, because these advertisements are relatively rare, people pay more attention to them. Also, if you get creative with your design and printing options, you can make your materials even more appealing. Glossy paper, embossed writing – experiment with different methods and see how well you can stand out.
Direct mail marketing has potential that most digital methods can’t match. When coming up with a new campaign, you can come up with much more creative and innovative options than you could with an email or landing page.
For example, you could mail out exclusive letters to a select number of customers on your mailing list. These letters could provide discounts, or they could be part of a reward program. Think the golden ticket from Charlie and the Chocolate Factory. Having a tactile invitation is much more exciting than clicking on an email.
Let Always Direct Marketing Help Your Restaurant
Although direct mail marketing can boost your business, it can seem a little tricky to get started. Fortunately, Always Direct Marketing is here to help. We can assist you in coming up with campaigns that will capture attention and drive customers to your storefront. We also have a wide selection of mailer options that can add extra value to your campaign. Contact us today to find out more and see how direct mail marketing can help your restaurant.