Gift Certificates ✚
309
Two weeks prior: Print coupons. One week prior: Distribute coupons. Explain program to staff. Start: Review program with staff. Begin redeeming coupons from new patrons. One week after: Call real estate agents whose coupons have been redeemed to offer them their free dessert and coffee.
314. Invitation to Dine Objective Increase awareness, increase sales, stimulate trial Target Potential new customers
Prepare an invitation for new members of the community to learn about your business and send it via direct mail to a list of new residents obtained through mailing list companies or your local real estate agent’s office. The invitation offer should be strong (i.e., a buy-one-get-one-free promotion or some other significant offer that is appropriate to your type of business). Include a name and address section on the invitation, and state that the invitation must be presented at the time of purchase. This will give you new names for your mailing list as well as ensuring that the same customers do not come in for your free offer more than once. Have the invitations expire in one month, and have the manager sign and date each one. This gives a more personal feel to the piece. Additionally, set the piece apart from all that junk mail by designing it to look like a real invitation. Hand address the envelope (no computer labels), and put only your return address, not your company name, on the back