Are you a multi-location restaurant owner? Have you run direct mail campaigns before? If so, you know direct mail campaigns can easily provide increased ROI to your business. The first step in planning a restaurant direct mail strategy is making sure you have all the necessary data prior to launching the campaign.
Gathering all of the demographic information about your target audience is vital to the success of the project. Not sure what you need to keep in mind when it comes to executing a successful restaurant direct mail marketing campaign? Don’t worry; we have you covered! Demographics are statistical data that is used to study specific groups and how they relate to your business. Take a look below as we review everything you need to know about demographics before you launch a direct mail campaign, designed to bring attention to your restaurant and grow your customer numbers.
Know Your Audience Demographics
It’s important for you to have a complete picture of your target audience. The necessary information includes demographic segmentation data that allows your printing company to direct the campaign to your target audience.
- Age: The age of the people in your targeted area determines their interests as well as what items they will spend money on (including a restaurant meal). Every age segment has different desires and you can base your marketing strategy on their interests and needs.
- Gender: Each gender has specific characteristics that are distinct in their preferences and they play a part in the decision-making process. Demographics info lets you learn what they like and dislike which is helpful in creating a restaurant direct mail strategy.
- Ethnicity: The promotion of a service or product based on ethnicity needs to be handled sensitively. People of different ethnicities have different food preferences, and this must be taken into consideration when discussing your target audience.
- Family Size: Some families have multiple children while others have only one child. The amount of money families spend on items such as a meal at a restaurant can vary so create direct mail offers that can appeal to multiple types of families.
- Purchasing Power: The income of a person/household guides their ability to make purchases. Consider the income level of those receiving the direct mail piece when making the final decision about the offer so they will be more likely to act upon the discount.
(Note: Other demographic data to consider when it comes to direct mail includes employment status, education, religion, presence of children, political affiliation and marital status.)
Create A Print Ready Design
The creation of a print ready design for a restaurant direct mail marketing piece could save you time because you won’t have to go back and forth with the printer editing the design. You will also save money by having the design ready to be printed, as there will not be any fees to convert the file to get it ready for printing.
Remember that the color mode must be in CMYK to be print ready. The bleed is the image that goes beyond the final trim and it will be cut off once the material has been printed and cut down. This is important because the smallest amount of “being off” could leave white edges on the final product. Finally, the ideal printing resolution is 300 PPI, as anything lower than 300 PPI will result in a blurry or pixelated look.
Confirm Logistics
If your direct mail piece is segmented to go out to different geographic areas, it’s a good idea to reference their respective locations. Collect the store information such as the address and phone number as well as the territory where it is located and any boundaries that will help identify its locale.
At a minimum, you will need to know the date you want to send out the mailer. If there are multiple mailings involved in the campaign, you will need to have the dates planned in advance for each mailing.
Variable Data & Mailing
When it comes to direct mail, you need to use variable printing if you plan to place the name of each individual person on the piece. While almost every printer has the capability to perform variable data printing, you will want to work with a printer, like ColorDynamics, that has many years of experience in sending out direct mail. The more experienced your printer, the easier you can breathe, knowing the printer can handle producing any volume you require, while also knowing the best, most cost-effective, process for distributing your specific project.
Make an impact on your audience with a direct mail marketing campaign for your restaurants.
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