Denny’s Zinger: The Sublime Efficiency of a Snail-mail Postcard
I was delighted when Dunkin' Donuts opened a branch around the corner from my house on raffish South Street.
[See the first image in the media player.]
Dunkin' Donuts' challenge: create awareness and generate traffic.
The obvious solution: old-fashioned direct mail.
Takeaways to Consider
- Mail to every household in a 20-block area.
- Personalization not necessary. Mine came to:
310 GASKILL STREET
- A piece of direct mail is tangible and actionable — a hot potato.
- You either respond or physically trash it.
- Unlike e-commerce, direct mail cannot disappear into spam filters or accidentally be mouse-clicked into oblivion.
- A low-cost saturation mailing is guaranteed by the USPS to reach every residence in the area.
- If your product or service has an immediately recognizable name, use a postcard.
- Don't use a postcard to introduce a new product or service. There isn't room on a postcard for both explanatory copy and an offer.
- An exception: VERMONT PEOPLE Magazine to Vermont residents. ("Take the inaugural issue FREE!")
- I received a G-I-A-N-T Dunkin' Donuts postcard from Spectrum Marketing. [See the second and third images in the media player.]
-Name and address of the store.
- A small map.
-13 coupons offering special welcome discount deals — from FREE coffee to an egg and cheese breakfast sandwich for 99 cents.
- This is commonsense direct marketing.
- "The right offer should be so attractive, only a lunatic would say no." —Claude Hopkins
- The postcard worked. I went for a cup of coffee and the joint was jumping.
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firstname.lastname@example.org • www.dennyhatch.com
Related story: Denny’s Zinger: When an Ad Is an Obvious Oxymoron