About a year and a half ago a new Italian restaurant opened in my town. Almost everybody tried it and it was so crowed it was hard to get in. The food was good but the menu was nothing special. You could get the same dishes in other places in the area. In about two months, the crowd got smaller and it didn’t take long before the owner, Joey was hurting for lack of business. The problem was the newness had warn off and there was lots of competition from other local restaurants.
Joey was smart and changed his strategy with a new modern Mediterranean menu featuring seasonal local produce and he added specials like lamb, pork belly and more fish choices. The plan was to change the specials every month to attract old and new customers.
To get the word out, Joey decided to find a cheap color printing service online to print his custom postcards every month advertising the new items on the next month’s menu. He offered new special discounts with each postcard mailing. Joey looked at different ways to distribute the cards and decided to use Every Door Direct Mail (EDDM), a USPS cheap mail distribution service that costs a lot less than standard direct mail, for promoting his new marketing promotion. At the end of every month, everyone in my neighborhood including me was receiving custom printed postcards in their mailbox from Joey’s Little Italy Italian restaurant.
In three months, the postcard branding started to be recognized Now Joey’s business is thriving. He can even keep track of customers that use his take out and delivery service since he prints a special coupon with a discount code on all the postcards. As an ongoing promotion on your tenth order, he offers a free flat bread pizza. The postcard mailings also offer discount price fix dinners on weekdays. The restaurant has become so popular that on weekends it’s hard to get a reservation. Business is so good he is remodeling and expanding to take over the store next door. Joey is now able to sponsor local sports teams, which also strengthens his branding. His only complaint is he has no time to spend the money on himself but his wife and kids are very happy.
The value of printing cheap postcards online and distribute them using Every Door Direct Mail is that you can tightly target your mailing by mile radius, zip code or even individual carrier routes. Your local post office can provide you with area maps and you don’t need an expensive mailing list. Your custom printed postcards go to every house or house and business in the area you select. The best part is printing 1000 postcards is cheap and it only cost $.175 for mailing each card. That’s 1,000 custom printed targeted EDDM postcards mailed for only $175. Another advantage is you save money because direct mail postal permits are not needed. All you have to do is print “Local Postal Customer” and small indicia in the upper right corner of the postcards, select where you want them delivered and they are delivered in about 2 or 3 days which is much faster than ordinary bulk mail. Contact the post office to get the EDDM mail form or for more information on Every Door Direct Mail Retail.
There are some easy rules that must be followed. There are 8 standard sizes for printing custom postcards, 4.5 X 12, 6 X 12, 6.5 X 12, 6.5 X 9, 8.5 X 11, 8.5 X 7, 9 X 11, 9 X 12 and 4.5 X 14 tri-fold menus or brochures. The maximum weight of each piece is a generous 3.3 ounces, which is more than any standard size postcard. You can mail as many as 5,000 custom postcards a day from any post office of your choosing. The cards must be bundled in quantities of 500 or 1,000.
For more information on Every Door Direct Mail Retail click on https://www.usps.com/business/every-door-direct-mail.htm
There are many other business that can benefit from printing affordable Every Door Direct Mail Retail postcards as an ongoing local marketing campaign. Some businesses that can benefit are real estate firms, attorneys, pharmacies, flower shops, dry cleaners, home improvement companies, dentists and health care professionals. Want to improve your business? Joey wasn’t lucky he was smart. Any local or small business can get a high ROI by printing custom postcards online and distributing them using EDDM.