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Case Study: Food Services/Business-to-Business
Restaurant Marketing Services: Frequent Diner Direct Mail Program
Anderson Capabilities Used:
Challenge: A marketing services company for the restaurant industry develops retention and lead generation programs for hundreds of restaurants across the U.S. It needed to find a production partner that could fulfill the printing and mailing components of its highly personalized frequent diner programs. The program required personalized content for each target customer segment and each piece of direct mail. Media included oversized postcards, coupons and promotions, event invitations, loyalty campaign literature fulfillment, and retention mailers.
Solution: Anderson worked closely with the client to develop and launch a frequent diner direct mail program. We manipulated the client's intricate customer database to create highly personalized mailers that targeted each customer's tastes.
Results: The ultimate goal of the program was two-fold: Our client had to make the direct marketing process smooth, foolproof, and cost-effective for their restaurant clients. And the restaurants, in turn, had to achieve positive results from the program. Through its partnership with Anderson, the client is now able to offer programs that are more closely matched for each of its restaurant customers with special promotions and events tailored to each customer's preferences. Restaurants are seeing more success, the client is signing up new customers, and everyone is seeing a greater ROI.
"The direct mail programs have significantly increased customer response rates for our clients, helping them to grow and increase profits. We are very pleased with the direct mail programs we have implemented with Anderson."