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Inside the Box Marketing explains how stronger offers and direct mail can help restaurants make the most of birthday marketing by attracting new guests and encouraging repeat business.
Denver, IA (RestaurantNews.com) As restaurants continue to find new ways to attract new customers and keep existing ones coming back, Inside the Box Marketing is encouraging operators to take a closer look at one marketing opportunity that’s often overlooked: birthday programs.
Inside the Box Marketing’s birthday program uses personalized direct mail to reach people celebrating birthdays within a restaurant’s market. Instead of limiting offers to customers who have signed up for loyalty rewards, as most establishments do, their program skips the opt-in and delivers offers directly to customers’ mailboxes. This allows restaurants to reach both new and existing customers during a time when they are most likely to eat out and bring friends and family with them.
“On their birthday, your guest has options. They already have a go-to spot they love…If you want to win that table, your offer has to be strong enough to pull them away from their routine,” says Wayne Wilson, CEO of Inside the Box Marketing. “A great birthday offer should feel like a genuine gift, not a chore.”
A key component of any direct mail campaign is having a strong offer. Insignificant discounts, free dessert with purchase, requiring app downloads and sign-ups, or buy-one-get-one deals often aren’t compelling enough to influence where someone decides to celebrate. Instead, restaurants should focus on offers that feel genuine and are easy to redeem. A high-quality postcard with a detachable gift card gives them an opportunity to stand out from digital-only birthday promotions while making the offer easy for customers to save and use. By reaching everyone in their market who has a celebration that month, restaurants have an opportunity to bring in new customers who may not have otherwise considered visiting.
For Inside the Box Marketing, the goal of the birthday program isn’t to make customers dependent on discounts. The goal is to give people a reason to visit, have a great experience once they are there, and give them a reason to come back at full price.
About Inside the Box Marketing
With over 100 years of combined direct mail experience, Inside the Box Marketing uses proven postcard design concepts combined with advanced demographic targeting for some of the highest ROI on postcard campaigns. To learn more, visit: InsideTheBoxMarketingInc.com.