Variable direct mail supports franchisee promotions

The Italian restaurant Buca turned to PrimeNet to offer franchisees a mailing program involving a personalized letter, a “credit card” to raise perceived value, and annual testing strategies to continually improve response.

Goal: easier and more accurate online ordering

PrimeNet’s Creative and Technical Support team created a web-based storefront that the franchise owner could use to order mailings. The list strategy included:

• Targeted customer demographics
• Reduced need for high-cost lists
• A carrier-route model to increase saturation and reponse

Working jointly with Buca corporate headquarters, a thorough store front was developed containing all compliance copy and mail packages.

The result: an increased ROI because of better response, lower costs

Since placing orders is as simple as a mouse click, Buca is seeing an increase of their ROI because customers are receiving targeted offers in the mail and using them frequently. The response rate has increased 65.5% and there has been a 20% decrease in postage costs.