Company

Hospitality Democracy

Work

March 2018 - September 2018

Project

AJ Bombers & Smoke Shack Direct Mail Piece

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One of the challenges of opening additional locations of a restaurant concept is entering a new neighborhood. We found a completely different audience at our 2nd locations for AJ Bombers and Smoke Shack at the Mayfair Collection in Wauwatosa. 

As a way to drive awareness to the diners that we would like to see come through our doors, the leadership team requested a direct mail piece.

1.

One of the biggest challenges of direct mail is tracking. Did it work? I researched and found a direct mail solution that allowed us to closely track the results of this promotion by offering our audience "Gift Cards" that could be scanned when redeemed. This allowed us to know exactly who used them and how much they spent.

2.

I creative directed and wrote the copy for the direct mail collateral. I worked closely with our graphic designer to bring my vision to life. The finished piece is 8.5 inches x 5.5 inches. It's made of a laminated plastic with 2 perforated gift cards that can be removed and carried in a wallet.

3.

The direct mail piece went out to roughly 7,500 targeted individuals in a 3 mile radius that fit additional qualifiers. The campaign was a 90 day promotion that began on June 1, 2018 and expired on August 31, 2018. Redemption rate was 11.33% with a gross revenue of $20,941.07. Overall, the piece helped achieve the goal of getting new customers through the door, however there was user error on the store management level that did skew results.