I swear that’s not me that made the original post but I’m a little surprised at your marketing plan as it’s almost identical to my plan for April/May… right down to the $4.99 customer appreciation day. The only difference is that I’m hitting my addresses twice in a two month period with postcards and the doorhanging will be focused only on apartments in my area.
I haven’t officially come up with a date for customer appreciation but I’m thinking May 5th. I don’t have any big chain restaurants in my town to worry about Cinco De Mayo celebrations so I think I can generate substantial sales on that day.
Just remember the average returns on your direct mails are going to be in the 4%-5% range and doorhangers in the 6%-8% range, half of which will probably be new customers with aggressive price point advertising. With that being said:
11,000 (over 7 weeks) x 5% = 550 orders generated
550 x $16 ticket avg. = $8,800 increase
$8,800 / 7 weeks = $1,257/week increase in sales
550 x .5 = 275 new customers
4,500 (over 3 weeks) x 8% = 360 orders generated
360 x $16 ticket avg. = $5,760 increase
$5,760 / 3 weeks = $1,920/week increase in sales
360 x .5 = 180 new customers
Customer Appreciation Day
The big generator in new customers will be your customer appreciation day… as long as you hit it correctly. I’ll advise the following:
- print 1,000 flyers the week prior and pass them out
- advertise this day on your reader board the Monday before
- get a banner printed so you can banner shake
- get streamers to make your place stand out
You do these and you can possibly add $2,000 worth of sales onto your normal Saturday delivery business.
$2000 / $4.99 = 400 customers
These customers are hard to track but if I were to guess I’d say at least 50% would be customers that have never tried you before.
400 x .5 = 200 new customers
Activity…Sales Generated…New Customers
7 week avg…$2365.71/week
It’s not the 1,000 new customers you were looking for according to these stats but I’m sure you wouldn’t be disappointed. -J_r0kk