So, your sales are down and you decide to send out a direct mail piece into your zip code, expecting your usual response of 2 to 3%.
I’ll bet you’ve never ever thought about those other 98% in the zip code who never responded to your offer. You see, they just threw it in the trash. Yes, that’s your money they threw in the trash. Why? Because they don’t care about you. They’re not interested in being spammed with your direct-mail.
So, what did you eventually accomplish? A 2% response rate—coupon clippers taking advantage of your coupon offer that cuts into your bottom line—no true loyalty with coupon clippers—plus a whopping 98% in the zip code who blatantly don’t care about you or are peeved at getting an incessant amount of junk mail from you and other restaurants. Do you really feel good about this?
Here’s some breaking news—your guests have changed. It’s time to quit advertising and start connecting.
Joel Cohen regularly blogs about Restaurant Marketing. Through consulting and speaking, he focuses on specific principles of restaurant marketing, such as planning, differentiation and how to WOW guests to increase sales.