17 minute read
Direct Messaging
Success with direct mail requires savvy strategies, from identifying the most appealing offers to knowing when/where to send them and analyzing redemption rates.
BY TRACY MORIN
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With email inboxes chock-full of promotional materials and physical mailboxes emptier than they once were, now is a great time to use old-school direct mail for attracting new customers—especially in conjunction with other marketing approaches, including digital efforts. However, direct mail, like any marketing tactic, requires savvy strategies, from identifying where to send your postal pieces to analyzing redemption rates. Read on for experts’ advice on crafting standout snailmail marketing from start to finish.
Hitting the Targets
Audience targeting is crucial for a successful direct mail campaign, according to Megan Flynn, CEO of Megan Flynn Marketing in Washington, D.C. “You can have the world’s best direct mailer, but if you don’t send it to people who are likely to patronize your business, it won’t matter,” she says. “Take the time to identify who your recipients should be. If you have a new business or live in a transient area, it could be something simple—like targeting residents within a short walking distance from your location. But if you’re an upscale restaurant, it could be targeting households with a certain income or luxury apartment complexes.”
At Smokin’ Oak Wood-Fired Pizza, based in St. Petersburg, Florida, with five locations, a software program helps determine where current customers live and identify pockets of opportunity. “Maybe in certain ZIP codes, we don’t have guests in that area coming to the restaurant,” says Matt Mongoven, CEO and co-founder of Smokin’ Oak. “We don’t just mail to those closest to the store since they may be coming in already. Instead, we identify potential guests and provide them with compelling offers so they begin to try us—then we hope they come back in.”
Additionally, timing can be as important as audience when sending direct mail. Smokin’ Oak tends to mail when the restaurant is entering a slower period, such as between the holidays and springtime.
But at Pizza Ranch, headquartered in Orange City, Iowa, the strategy is to be in-market regularly—dropping into homes over the course of three to four weeks, which allows for the mail pieces to slowly saturate the market so the restaurants can give first-time guests a top-notch experience. “Our mail pieces drop six times per year, with four to six weeks between each drop,” says Jon Moss, Pizza Ranch senior vice president and chief brand officer. “We try to drop between the middle to the end of the month, in hopes of covering at least one, if not two, pay periods in the households.” To determine where the mail pieces land, Pizza Ranch targets areas that match the demographics of its current guests.
Standing Out
A successful direct mail piece combines style with substance—that is, eye-catching graphics alongside tempting offers and pertinent pizzeria info, all packaged in a way that reflects the brand and its values. “Capturing the essence of who we are as a brand, our direct mail features images of craveable food, friendly staff and guests enjoying their dining experience,” Moss says. “When we create a good direct mail piece, guests want to head straight to Pizza Ranch.”
Moss wants the recipient of each direct mail piece to immediately recognize the brand. This is accomplished by a consistent and intentional use of color, logos, fonts, graphic style and treatments—including great photography of Pizza Ranch’s food, staff and restaurants. “Giving appropriate visual weight to any element on the direct mail is essential, too—which requires balancing our messaging with the weight that each element deserves,” Moss adds. “That can be challenging when there are many features or benefits you want to hit, but the fewer the messages presented, the easier it is to increase impact.”
Flynn agrees that any pizzeria’s direct mail must feature strong photos, which should “create a feast for the eyes,” she says. “If a restaurant does not have truly great photos
Pizza Ranch uses consistent design elements, such as food photos, colors and fonts, to brand its direct mail efforts for instant recognition.
PIZZA RANCH
of its menu items, we strongly recommend investing in a photo shoot.” But, Flynn adds, though having eye-catching photography and a strong design will help you stand out, it may not be enough to ensure your mailer doesn’t land in the trash. So also try tactics like using a larger size or an unusual premium fold to help ensure your mailer gets noticed and read by recipients.
For example, Pizza Ranch uses a jumbo-size mail piece (5.5” by 10.5”) that stands out when guests pull their mail out of the box. “Its oversize nature does not allow the piece to get lost in the other mail as a guest flips through,” Moss explains. “It draws attention quickly to our product and creates the urgency to act.”
Important Info
In addition to great imagery and design, direct mail should offer up any pertinent info and entice customers to visit. Including a coupon or offer makes the piece more compelling and allows you to track return on investment, according to Flynn. “All of the information that a guest would need to visit our location or to place an order is included—address, phone number and web address are most important,” Moss adds. “The web address directs guests to their closest location to obtain additional information, including local specials, restaurant hours, and buffet hours and pricing.”
You can even use QR codes on direct mail, pushing guests to a specific landing page for more info.
At Smokin’ Oak, great graphics and food images attract attention, but tempting offers get new customers in the door. “Our postcard is two-sided: the first side to grab attention as you’re sorting mail, and the other side with coupons and brand imagery, with a little map to show where to find us,” Mongoven says. “We give an expiration window of six to eight weeks, and we believe a 10% to 12% redemption rate is very good for direct mail.”
In terms of optimal offers, Mongoven draws upon his background in credit card financial services. Data showed that if a customer uses a new credit card three or more times, it most likely becomes their preferred card. “We have a similar strategy, so our direct mail postcard provides three offers: a free pizza with the purchase of a regularly priced drink, a buy-one-get-one offer, and a buy-two-get-one offer,” Mongoven explains. “They can use only one at a time, so if they come in and we can provide a great in-store experience—with great food, service and environment—they’ll continue to come back without the coupons.” In other words, direct mail is designed to drive in-store traffic, offering the personal service not available online or through third-party delivery.
From the brand’s experience with mailings at different locations, Mongoven found that these are the three strongest offers to drive business. But the team also looks at postmailing data, such as where any new customers live and overall response rate, as well as response rate by carrier route and by coupon. “That way, we know what offers worked and which we should tweak,” Mongoven says. “We’ve even done creative testing to determine what pictures of pizza worked best!”
If you’re not sure where to start, consider working with a company that specializes in this kind of marketing. “Find a good partner to help execute your direct mail campaign,” Moss advises. “Direct mail companies will help to perform the targeting work, determining where your pieces will drop and what your schedule will be.”
Smokin’ Oak entices new customers to visit with high-value offers like buyone-get-one pizzas.
The Future of Food Begins at the Show
The most trusted industry event is serving up solutions for the challenges you’re facing now, from staffing and retention strategies to menu and supply chain optimizations. Find what you need to capitalize on emerging opportunities at the 2022 National Restaurant Association Show.
Watch celebrated chefs bring culinary trends to life.
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COMPETITION AND CAMARADERIE
Come join the U.S. Pizza Team in competition and camaraderie at the National Pizza & Pasta Show AND the Pizza Tomorrow Summit!
Winners of the Gluten Free Category at the Midwest US Pizza Cup in Chicago (from left): Leonardo Giordano (winner), Lenny Rago, Derrick Tung (winner), Gianni Gallucci (winner), Michael LaMarca, Gino Rago, Michael Wolf (winner)
The US Pizza Team will be hosting culinary and acrobatic events open to all pizza makers at both the NPPS in Chicago on August 23 to 25 and the Pizza Tomorrow Summit in Orlando, Florida, on November 9 to 10.
Both events will host a culinary category judged by experienced pizzaioli from the region, as well as a Freestyle Acrobatics competition showcasing the athletic prowess of our nation’s great pizza makers, all leading up to the Super Bowl of Pizza, the World Pizza Championships in Parma, Italy.
Stay tuned to USPizzaTeam.com for more details and registration info or email Brian@pmq.com.
COMPETITION AND CAMARADERIE
Michael Stevens of Palo Mesa Pizza in Arroyo Grande, California, was very excited to present his pie to the judges at the World Pizza Championship in Parma.
Michael Reyes-Casanova of Ynot Italian in Virginia Beach, Virginia, spun his way to gold at the International Acrobatic Pizza Spinning Championship in London hosted by Pizza TV.
Dave Sommers and his Apple 3-Ways pie vied for the European Pizza Championship in London ‘19. Scott Volpe took 1st in Freestyle Acrobatics at the 2019 World Pizza Championship in Parma, Italy.
THE NATIONAL PIZZA SHOW
Want to learn the secrets of Chicago-style pizza? Don’t miss the 8th National Pizza Show from August 23 through 25 in Chicago. It will feature up to 300 exhibitors and educational seminars focused on marketing and management, plus live demonstrations, guided pizzeria tours, intensive workshops, the Chicago Pizza Hall of Fame Awards, the New Products Showcase, the Chicago Pizzamasters Certification Program and more.
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THRIVE POS
With packages starting at $179 a month, managing pizza delivery with Thrive POS has never been more affordable. Beyond just a POS system, Thrive features an array of pizza technology solutions. Every system includes online ordering, delivery and enterprise reporting at no extra charge. Other tools include a branded mobile app, driver app and automated loyalty marketing—all fully integrated with the POS.
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SIP SHINE
Based in Michigan, Sip Shine brought to market the first Moonshine Cocktail in a can and now offers the Moonshine Slushy. Sip Shine has put together a program that offers free machines to restaurants and bars that use Sip Shine to make delicious frozen beverages. If you are interested in learning more about this free Sip Shine slushy machine program, you can simply scan the QR code in the picture or email nick@sipmoonshine.com.
PIZZA PACKET
Pizza Packet provides portion-control single serve spice and Parmesan packets. Made with only premium quality ingredients, they’re a convenient, cost-effective way to provide added value to your customers and a more hygienic and sanitary option over dirty shakers and even plastic cups and lids. Products include Parmesan Cheese, Crushed Red Pepper, Garlic, Oregano and Italian Spice. Custom blends and private label options are also available.
ENVYSION
With the constant distractions that go into running your business, the last thing you want to do is review hours of video and piece them all together with your data for incident verification. Envysion gives you actionable insights into every layer of your business by integrating your cameras with existing tools. In mere minutes, you can identify, validate and resolve operational issues via one integrated platform.
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SMILING WITH HOPE
Smiling With Hope (SWH) Pizza in Reno, Nevada, offers 12”x12”, 22-gauge cold-rolled steel Sicilian pizza pans. The steel gives a perfect even bake and lasts a lifetime. Once offered by Allied Metal before that company went out of business, they’re the same pans SWH uses to make its famous pies. Each pan is cut to order, hand-bent and assembled in Reno. SWH creates hope in the lives of people with disabilities, and 30% of its staffers have cognitive disabilities.
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NEW WAVE SHRIMP
New Wave Shrimp is the first of New Wave Foods’ plantbased shellfish products. Their delicious taste, texture and versatility will allow you to create signature dishes that captivate consumers. New Wave Shrimp works easily across your menu, fitting seamlessly into all of your customer favorites. Made from ethically sourced seaweed and plant proteins, it’s lower in calories and cholesterol-free.
NEWWAVEFOODS.COM Watch the video at PMQ.com/new-wave-shrimp CUBOH
Cuboh consolidates online orders from platforms like Grubhub, DoorDash and UberEats into one easy-to-use tablet. This technology automatically sends orders straight to your POS without any mistakes or delays. No clutter, no hidden fees, and no confusion. Cuboh powers your pizzeria’s online orders so your restaurant team can stay focused on the job at hand.
CUBOH.COM Watch the video at PMQ.com/cuboh
MENUWORKS
MenuWorks’ mission is to provide restaurant operators with menus that are innovative, creative in design and unique in construction. Their menu experts will guide your team through the creative process to ensure that your menu is a reflection of your brand while utilizing menu optimization to increase your sales. Let the MenuWorks team build your restaurant a better menu!
MENUWORKS.COM Watch the video at PMQ.com/menuworks KLEENPAK
Kleenpak’s dispensing system for eating utensils is simple, reliable and ecologically friendly. It provides a single clean, hygienic knife, fork or spoon to each person when the white lever is pressed. The utensil does not drop to a tray or fall to the counter but remains with the handle extended until the diner takes their individual eating utensil in hand. Kleenpak offers both polystyrene and biocompostable cutlery.
KLEENPAK.COM Watch the video at PMQ.com/kleenpak
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WHEN A WORK BECOMES A WORK OF ART
A pizza-maker’s job is made up of moves and the many small details that GI.METAL has carefully pursued for more then thirtyfive years. Meeting the pizza maker’s needs has been our passion. This is the reason we design the strongest, most efficient and ergonomic tools that we then manufacture in Italy. This is our contribution to ensuring that your pizza continues to be a tasty work of art recognized throughout the world.
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IN MEMORIAM: DOMENICO DEMARCO
The pizza community celebrates the inimitable founder of Di Fara Pizza—one of the original members of PMQ’s Pizza Hall of Fame.
BY TRACY MORIN
Years before Pizza Hall of Fame inductions hit every issue of PMQ Pizza Magazine, there were just a couple of handpicked members. One was the oldest still-operating pizzeria in the United States, Lombardi’s in New York’s Little Italy. The other was Domenico DeMarco.
Dom, as he was known, opened Di Fara Pizza—tucked into a corner on Avenue J in Brooklyn—in 1965 after arriving in the States from Caserta, Italy, and he kept it thriving until his death in March. “Nobody has been more influential on the New York pizza scene,” says Scott Wiener, owner of Scott’s Pizza Tours in New York. “He showed that a simple slice shop can be transcendent. Dom singlehandedly elevated the New York slice by showing that it’s possible to make next-level pizza in a modest corner pizzeria.”
Dom was known for his painstaking, slow-as-molasses approach to pizza making: every piece of basil and shred of mozz arranged just so to craft a pie that was often hailed as one of New York’s best. “Standing behind the counter with him at his shop was like being backstage at a concert,” recalls Tom Boyles, PMQ’s former editor in chief and current senior account executive. “People were three deep waiting on pizza, but no one was complaining—and Dom was in no rush. He would stop working on one pizza and look over in the oven, reach in (with his bare hand!) and spin the pan. When the pizza was ready, he’d pull it out, take a paper plate, grind cheese on an old manual cheese grater that was bolted to the corner of the counter and sprinkle it on top of the pizza, then use a pair of scissors to cut basil he grew in the shop window. With all the people waiting, I once saw him stop mid-pizza to answer the phone. He spent five minutes giving someone directions to the shop—and still no one complained.”
John Arena, owner of Las Vegas-based Metro Pizza, has similar memories. “Watching Dom work was a master class in the power of single-minded devotion to our craft,” he says. “Every pizza he made was an autobiography that told you all you need to know about the man, his values and his love for the people who passed through his doors. Dom elevated the humble New York street slice from a commodity to a minimalist work of art that inspired the public to appreciate pizza on a completely different level.”
Indeed, in an era when many believe time is money, Dom stood out for his insistence that some things were more important than either time or money. Or, as Dom said himself to The New York Times in 2005, “Pizza has become a fast food. My pizza is slow food. And if I made it fast, it wouldn’t be any good.”
Tracy Morin is PMQ’s senior copy editor and the editor of PizzaVegan.com.
ADVANCING THE PIZZA BUSINESS COMMUNITY MAY 2022 | PMQ.COM
BROTHERS IN ARMS
How Carmine Testa’s sons, the Jersey Pizza Boys, muscled their way to fame—and spun out a new powerhouse brand.
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