Web marketing

How QSRs Can Succeed Using Direct Mail

To balance rising operational costs and consumer reluctance to spend, restaurants need to know the impact of every dollar spent on advertising and how it generates revenue. By presenting a valuable message with direct mail incentives, brands can personalize offers and deliver ads to a targeted neighborhood level.

Restaurants face rising costs across all facets of the business, from labor and supply chain to technology and necessary renovations. These increased costs put even greater pressure on marketing budgets.

Consumers are also feeling the effects of rising prices. According to the U.S. Bureau of Labor Statistics, restaurant menu prices rose at their fastest pace in 40 years at the start of 2022. As we enter the third year of the pandemic, restaurant owners continue to have to pivot their operations and find more creative ways to reach consumers.

In an age of rapid technological innovation, direct mail might seem like an unlikely strategy for winning new customers and retaining current ones. However, direct mail campaigns have been proven to build brand awareness, drive engagement, and increase foot traffic from new or returning customers.

Direct mail has a measurable impact

As inflation and costs (for virtually everything) continue to rise, consumers are becoming more price-conscious and transaction-centric. According to research results from Vericast, 82% of people expect their savings behaviors to continue over the next year, with 60% looking for more coupons, discounts and offers to compensate for rising prices.

To balance rising operational costs and consumer reluctance to spend, restaurants need to know the impact of every dollar spent on advertising and how it generates revenue. By presenting a valuable message with direct mail incentives, brands can personalize offers and deliver ads to a targeted neighborhood level.

In a recent case study, a direct mail campaign for a national QSR increased total visits by 36% and visits from new/returning customers (customers who had not visited in the past 60 days) by 63%. Overall pedestrian traffic, tracked via mobile location, has also increased. The campaign predicted a strong average return on investment of more than five dollars.

The offerings can often be the determining factor in where consumers choose to eat. In times of financial hardship, there is an indisputable correlation between impactful incentives, traffic, and profitable sales.

Traditional marketing as part of the omnichannel experience

Even with a rapid shift to digital campaigns and online delivery, traditional restaurant marketing continues to play an important role in an omnichannel strategy. In fact, when consumers receive signals from multiple channels, they are more likely to act on an offer. Vericast found that 38% of fast food consumers say seeing an advertisement in both print and online motivates them to make a purchase and 52% say they are more likely to notice an advertisement they see at the same time. on paper and online. Additionally, after seeing a print ad, 72% of Gen Z and 74% of Gen Y will go online to check out a menu or download an app.

The truth is that not everyone engages with a given brand in the same way and direct mail is a tool that does something few other marketing strategies can manage – it puts something in the hands of your audience. It’s personal, memorable, and shareable, without being overbearing. Beyond the potential value and savings that direct mail can bring, it’s a tangible call to action that is likely to stand out to consumers.

Additionally, direct mail can connect a brand with consumers whose privacy concerns might make them more resistant to digital channels. By pairing direct mail with digital marketing strategies, brands are giving their audience multiple engagement options and letting them choose the one they’re most comfortable with.

And finally, with remote work at an all-time high, the consumer experience with direct mail has completely changed; now people look forward to receiving mail and are more likely to keep it. A Vericast survey found that 86% of consumers retain direct mail ads and 59% will make a purchase as a result of this type of ad.

In 2022, restaurants should focus on providing consumers with a complete omnichannel experience, with direct mail being a central part of this experience. Direct mail remains an indispensable way to connect and retain consumers as part of a holistic campaign strategy.