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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 a ten dollar gift certificate, good through the end of the month as well as an incentive to purchase additional gift certificates to use as gifts during the coming holiday season. Customers taking advantage of this special offer were "programmed" to return to dine again sometime between December 16 and February 16.
(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 brought 380 guests into the restaurant with a check average of more than twenty eight dollars after applying the gift certificate. This twenty percent response resulted in a $5.25 return on investment and a profit of more than $1,600.
Not only do we see immediate profit from promotions such as this, sales and customer counts prove that when you stay in contact with your guests and offer them special promotions, they will visit your establishment more frequently and they will spend more money even when not redeeming a promotion. |
