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Marketing Resource Blog

40 Percent Response Rate Case Study

Lynndell Epp - Thursday, February 02, 2012

Do you think a 40% response rate is out of reach for your marketing?

A recent marketing program developed for a local restaurant by Mail Masters is proving to be a great success.

Business has been a bit slow for a local Mexican restaurant. They turned to Mail Masters for help after various marketing programs had failed.

After analyzing the situation, Mail Masters decided to target the local business community. The closest residential homes to the restaurant location were around 1 mile away. Not very close for Denver Metro standards. Since the restaurant is situated in a predominantly business area, it made sense to target this audience.

The question was, how can we get local businesses to help spread the word about the great Mexican Fare and bring in more customers for lunch?

The Plan:

Direct mail was decided as the best method to reach local businesses in the area. We needed to use a one-to-many approach that would attract more than one visitor per business. This is a multiplier effect, and as you will see from the results, this is a powerful technique to use. Here’s what we came up with.

We developed a lunch bag mailer with a catchy “memo” and 20 “Tamale Bucks” enclosed in an actual lunch bag. The memo has a picture of 2 staff members and a message that asks the office manager to pass the Tamale Buck Coupons around or put them in a place where employees can see them.

The results:

The results have been amazing up to this point. After mailing only 500 lunch bags, over 200 coupons have come in and more are coming in daily. That adds up to a 40% response rate.

What’s Next:

The restaurant plans on sending out this promotion to additional businesses in the area that haven’t been contacted yet. This is one aspect of their ongoing marketing campaign designed to grow their customer base.

Additional testing and a social media component can be added to this campaign to produce even greater results.

What Does This Have to Do With You:

If you don’t have a plan or a successful marketing plan that is helping you meet your sales goals, then you need to fill out our marketing survey to request your free marketing analysis. A customized plan that includes any number of marketing tactics can be explored for your particular goals. The new year is here and now is the time to get your business marketing working for you!