Direct Mail | Foodservice Marketing

Refer and Earn Direct Mail

On 03.24.07, In Direct Mail, Telemarketing, by Tiger

Results of this direct mail campaign are leading us to favor telemarketing to the C&U segment…

On Sponsors’ behalf, we’re mailing this Refer & Earn postcard to 1,265 participating Colleges & Universities. Monitoring changes to the segment’s baseline referral rate will to allow us to make an informed decision about the expanding these direct mail overlays to other high-value segments.

4/26/2007 postscript: The mailing appears to have had no effect on Refer and Earn rates, and as a result will not be repeated in favor of a telemarketing test.

Segment: College/University

Week # of Referrals # Enrolled % Converted # Submitting Referrals
23-Apr-2007 3 0 0.00% 1
16-Apr-2007 3 2 66.67% 3
09-Apr-2007 2 2 100.00% 2
02-Apr-2007 1 0 0.00% 1
26-Mar-2007 3 0 0.00% 3

Event-based communications – now easier!

On 12.14.06, In Direct Mail, by Tiger

These personalized Unilever print-on-demand postcards are and excellent example of “event triggered” communications…

With the introduction of print-on-demand, it’s easier than ever to recognize operator milestones and encourage new ones.

Simply provide art and set the trigger event(s) and your Coalition Manager will handle the rest. Once the rules are defined, it’s “fire & forget” – whether you are communicating with a handful of operators (or thousands!) who achieve the milestone during the specified time frame. This fact sheet details pricing.

Best Practices, Continued

On 10.04.06, In Direct Mail, by Tiger

Response to Unilever’s direct mail: “My employees know if I find a reward coupon still attached to a carton in the trash, I get frustrated with them. So today, I posted the box in the stock room near the loading dock…”

Unilever Foodsolutions launched their participation with this impactful self-mailer collection box. It mails flat in a 9″ x 12″ and is assembled by operators who simply fold over the pre-adressed flap to return it full for processing.

Member Doug Corteal, President of Divito Park, recently enthused “Just a special thanks for the bonus 250 codes and the collection box. My employees know if I find a reward coupon still attached to a carton in the trash, I get frustrated with them. So today, I posted the box in the stock room near the loading dock. They promised to fill it up for me! Thanks again!”

A little thanks goes a long way

On 06.05.06, In Direct Mail, by Tiger

You can now arrange to have thank you and anniversary cards sent to your operators automatically following trigger events that you define…

Tip ‘o the hat to Lee Guss, the coalition’s CRM expert for suggesting automated thank-you’s to your best customers.

Contact John Neupauer to set up anniversary cards mailed automatically during the month of an operator’s first code deposit from your products.

Similarly, order your holiday card mailings now and avoid the rush (they will be sent on your behalf shortly after thanksgiving.)

Note: These cards are printed on-demand, so feel free to vary the copy to suit your brand message/objectives. Here’s a complete fact sheet including pricing.

Postcards for Patrons

On 02.25.06, In Direct Mail, by Tiger

AmazingMail provides restaurateurs point-and-click postcard mailing options to drive patron traffic…

Our newest sponsor, Amazingmail, provides restaurateurs point-and-click postcard mailing options to drive patron traffic.

Sponsors, we’ll also be using their services to supplement e-mail newsletters, banner advertising, and micro-sites.

Nestle UK advertising

On 01.21.06, In Advertising, Direct Mail, by Tiger

Looking for clever advertising copy ideas? Check out Nestle UK’s creative…

Looking for clever advertising copy ideas? See Nestle UK‘s July and September trade ads and accompanying direct mail campaign letter, enrollment card and envelope.

Versioned Enrollment Campaign

On 10.27.05, In Direct Mail, Email, by Tiger

This versioned, integrated enrollment campaign to R&I’s subscriber list…

We’re about to kick off a 3-version enrollment campaign to attract additional mom ‘n pop operators. It includes direct mail and e-mail offers to a list purchased from R&I.

1,974 hospitals participating

On 08.06.05, In Direct Mail, by Tiger

Hospitals respond to direct mail as evidenced by this campaign…

~~1/2~~ 2/3rds through the campaign to enroll additional acute care hospitals with a focus on cash operations and greater than 500 beds, we’re achieving a ~~2.5%~~ 3.9% response rate to direct mail and a 30% open rate to e-mail solicitations like this one – bringing ~~the results of this campaign to over 150 new enrollees, and~~ total hospitals enrolled to ~~over 1,500~~ 1,974 (which is ~~25%~~ 34% of all hospitals in the USA). Telemarketing to the non-responders begins next week.

Keep Your Eyes Peeled

On 06.28.05, In Direct Mail, Meetings, UK, by Tiger

About 40 people will be attending the UK FSR launch meeting to hear among others, Karla Bendel describing the program’s impact on Nestle’s US business and David Field, the MD of Nestle UK, describing their plans for the UK rollout…

The UK office is more creative:

Look at this campaign inviting prospects and the trade press to tomorrow’s UK launch of FSR at the ultra-hip London restaurant, Quod.

It consisted of three waves:

1) A grapefruit mailed with a “keep your eyes peeled” sticker and the date written on the peel in black marker – no other details

2) A teaser invitation sent via e-mail with a few more details

3) This grapefruit shaped printed mailer with all event details

About 40 people will be attending to hear among others, Karla Bendel describing the program’s impact on Nestle’s US business and David Field, the MD of Nestle UK, describing their plans for the UK rollout.

Foodservice Marketing