Background

A family owned restaurant needed to bring in new customers to a location that was struggling. They were not sure how direct mail could help their business so they turned to Viking Premium Print for help.

The Campaign

The restaurant had a limited budget and wanted to try one mailing first before expanding their utilization of direct mail marketing. We normally recommend customers do multiple mailings to increase their effectiveness but knew we could help them. We worked with them to create a “Buy one, get one half price” campaign that would attract new customers and still produce a nice profit.

The Target Audience

Three nearby neighborhoods were targeted based on their demographics and proximity to the restaurant.

The Results

  • The ROI for this was $8,619 – 1,077%!
  • 2,423 postcards were mailed
  • 125 cards were redeemed (5% response rate)
  • Avg. check was $39, $4,875 in sales from their campaign
  • In addition to the immediate impact, the General Manager stated:
  • 12 of those new customers will become “regulars”
  • 6 will dine with them quarterly
  • 6 x $39 = $234 in sales per quarter ($936 annually)
  • 6 will dine with them on average once a month
  • 6 x $39 = $234 in sales per month ($2,808 annually)
    They truly understand the lifetime value of a new customer!

The Viking Difference

This customer now does monthly mailings to keep the momentum going. “We didn’t have a clue where to start. Viking Premium Print sat with us and listened to our goals and concerns. The campaign and card they developed for us were outstanding and covered everything we had discussed. We now do monthly mailings and couldn’t be happier with the results! Our business is up 15% over the past three months during what is normally our slowest time!”