Henry Lewin

(A case study from the October 2006 issue of Inside Direct Mail) For most of the year, Buckhead Life Restaurant Group’s nine Atlanta eateries are some of the area’s most popular dining destinations. But even they are prone to a fate that befalls many restaurants: the summer slowdown. Three years ago, the group decided to do something about that, launching a multi-wave direct mail campaign designed to drive business all summer long. That program still is going strong today, with a mailing from the first of the summer’s drops landing in the Who’s Mailing What! Archive in May (Archive code #521-707214-0605). For a prospect, the

For most of the year, Buckhead Life Restaurant Group’s nine Atlanta eateries are some of the area’s most popular dining destinations. But even they are prone to a fate that befalls many restaurants: the summer slowdown. Three years ago, the group decided to do something about that, launching a multi-wave direct mail campaign designed to drive business all summer long. That program still is going strong today, with a mailing from the first of the summer’s drops landing in the Who’s Mailing What! Archive in May (Archive code #521-707214-0605). For a prospect, the Dine Around Program is pretty simple: She receives this 5-1⁄4˝

By Tracy A. Gill For most of the year, Buckhead Life Restaurant Group's nine Atlanta eateries are some of the area's most popular dining destinations. But even they are prone to a fate that befalls many restaurants: the summer slowdown. Three years ago, the group decided to do something about that, launching a multi-wave direct mail campaign designed to drive business all summer long. That program still is going strong today, with a mailing from the first of the summer's drops landing in the Who's Mailing What! Archive in May (Archive code #521-707214-0605). For a prospect, the Dine Around Program is pretty simple:

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