When a potential customer calls your restaurant, visits your website or visits your restaurant, how do you collect their information and reposition individuals who have not yet become customers?
Are you using a tool like ACT! Or some other customer resource management [CRM] software, you need to be able to keep a database of customers and potential customers. This will allow you to know which products you have sold in the past so that you can reposition them and who have expressed interest but have not yet purchased them. This will be the key to planning your direct mail activity because you can export the list of potential customers you want to send the message to.
It's a good practice to send regular emails to this group because you can compete with some food service providers, and when you need to host an event, you want to keep your business fresh. . We recommend sending an email once a month. There are many options for the type of mail, but the 6" x 8.5" postcard size is large. It's larger than a typical 4.25" x6" postcard, so it's less likely to be lost in the recipient's mail and provide extra space for your mail.
On postcards, be sure to include the following:
- Title: from
Your title needs to be brought to the attention of the recipient. There are many tricks for writing powerful titles.
- ask a question: "Can you believe that the holiday is only one month?" or "Who will cater to your company's holiday party this year?"
- Start with the title "How to": "How to reduce the cost of food for the next event"
- Add a recommendation letter to the title: "Acme Catering helps Smiths make their party unforgettable"
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image: from
Your direct mail should be targeted to the recipient, and the key to this targeting is the image. If one potential customer is a corporate customer and another potential customer is targeting a personal event, the appropriate image should be used.
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Call for action: from
Your postcard should be a call to action. In other words; what do you want the recipient to do next? Do you want them to call you? Visit your website? If you want recipients to call you, then it's a good idea to mention that they receive postcards for discounts or special offers. This will help you track the results of your mail. If you want to send it to your website, create a landing page that talks to that audience and send it to a separate page. On this dedicated login page, include a form they can fill out to find out about your service. This will allow you to track the number of people who completed this form and calculate the success rate of your campaign.
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Contact information: from
As stated in the "Call-to-Action", please be sure to include your contact information on the postcard. Consider the action you want the recipient to take. Do you want the recipient to call you? Would you like to send them to your website? Make sure that if you provide multiple ways to contact, you can accurately track how they find your business. You want to make sure you can trace your customers back to the direct mail campaigns you send to potential customers.
We recommend using PostcardMania or ModernPostcard. They offer design and mailing services that can help you get up and running quickly. We hope this article will help demonstrate how direct mail can help you increase your conversion rate for your food and beverage business. Be sure to visit CateringResults.com, where you can find other resources for an effective marketing catering business.
Orignal From: Marketing your catering business - using direct mail as a conversion tool
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