Nick Fosberg here with another episode of Bar Restaurant Success. Today, I’m going to tell you exactly how I’m able to get brand new people who move into my area to my bars before they think about going to my competition. I’m also going to tell you how to automate this process to where once you set this up, it runs for you on autopilot and new movers are steadily walking in your doors.
Before I get into this, let me tell you why direct mail doesn’t work for most owners. It’s because they don’t have a good enough offer or no offer at all within their mailer. Most just mail out their specials and menu and that’s about it, but there’s no irresistible offer to make them want to visit you. There is no benefit to them.
The other thing you need to do is create urgency within your marketing. The whole idea of marketing is to put money in your pocket now and not later. You must use expiration dates or calls to action to get people to act right away. You need to show them the value of your offer and make them not want to miss out.
So now that I gave you a few reasons to why direct mail doesn’t work, let’s dive into the new mover mailer campaign and why you should be using one. The new mover campaign is designed to target brand new movers in your area within a certain radius of your business. There are plenty of mailing services out there that can send you this list on a monthly basis.
What I do is I have the service send me the list and forward that off to my direct mail house where I have pre-printed postcards ready to go and they label them and send them out for me automatically each and every month.
I get on average about 100 people per month who are new movers within a 3-mile radius of my bars, and I’m making them an irresistible offer with a personalized message from me welcoming them to my bar. Telling them how I’m different from the competition and why my focus is on customer service and customer experience.
This is the key to making your direct mail work: an irresistible offer with a personalized marketing message that builds trust and credibility along with a call to action and urgency. On average, we will see 12 of these postcards come back each month and it costs us about a buck to mail out. So for $100, we are getting 12 brand new customers in the door which is $8.30.
Jon Taffer states in his book, Raise The Bar, that on average it costs $40-$70 to get a new customer in the door. This is so high for most because they are not following the rules of profitable direct mail marketing
But what’s important here is to think about the lifetime value of the new customers you get walking in your door. When my staff can provide good service, good food, a great experience, and we can get them into our loyalty program – we can turn a good percentage of these people into loyal repeat customers who spend several hundred dollars per month. With that said, would you spend $8.30 in order to get back a few grand or more over 12 months?
If you’d like to get the actual postcard I use with the offer and personalized message, click the banner below and become a member today. What you’ll get this month is 16 other promotional ideas you can run in the month of August, along with 4 other promotions that are done for you. You will get all the flyer and email templates, plus a low-cost marketing plan laid out for you to make the promotion a huge success. This one postcard campaign will bring you 10 times your investment for a full-year membership.
Again, click the link below for more information on how to get done-for-you promotions with all the marketing templates and marketing plans laid out for you.
I’ll see you on next week’s episode where I’m going to reveal a phone app I personally use and that you should be using to save time and headaches.
