|
Customers received this in the mail:
This is a single page, folded in thirds, wafer-sealed to meet Postal Service requirements. The reverse side of this folded mailer looked like this:
Opening this mailer revealed Roch's November Dinner Special Menu on the inside, and a $5 gift certificate on the lower portion of the "outside."
(click on the image to display an enlarged view.)
Here are the results of this promotion:
(click on the image to display an enlarged view.)
This promotion had a response rate of nearly twenty-seven percent, and brought 386 guests into the restaurant, resulting in a return of nearly six-times the investment and a profit of more than $2,100. That's more than $2.45 in the owner's pocket for each dollar spent on the promotion. (If someone offered to give you $2,100in exchange for $855, wouldn't you take that deal?) |
