In the era of technology, where everything sells online, digital marketing is the buzzword. Restaurants, cafes, and local eateries have adopted the digital world, and have swanky websites, social media platforms, and some even have their own apps. With such clever online marketing tactics, does it make sense to use the good ‘old world’ paper flyers and pamphlets in the restaurant business?
The answer, counterintuitively is, YES…!
Why is it so? Let’s have a look at the reasons why restaurants should use flyers and pamphlets to boost their sales.
1. Reaching digitally challenged customers
Did you know that only 22 percent Indians have access to the Internet? Or that a mere 14 percent own a smartphone? It translates to the fact that a fair share of your customer base is digitally illiterate or challenged, which means they either do not know how to use a smartphone or are not well versed with the Internet. Teens, homemakers, and elderlies often order restaurant food and have a say in the restaurant choosing process. However, they would prefer picking up the phone and ordering their food looking at a pamphlet instead of wrestling with the confusing food apps. They would recall your restaurant’s name better if they’d come across it on a flyer or a pamphlet.
Restaurants would lose out on a very big chunk of business if they do not manage to get their flyers to these people.
2. Cost Effective Advertising
Some might argue that digital mediums of marketing are free, however, it is really not the case. Facebook has decreased its organic reach to 2% and is intending to bring it to 0%, while other mediums also expect some kind of monetary contribution for giving you a decent share of online visibility. Food apps coerce an unreasonable discount from the restaurants in order to get them sales. Broadcast media is extremely expensive as well. However, a pamphlet is the restaurant owner’s territory; you can print an ad with your own rates and can cycle out copies after copies without much investment or having to agree to unreasonable discounts.
3. Bigger recall value
SMSs and emails are relegated to the trash bin, social media posts and tweets are lost in the mad fury of new ones, radio ads are forgotten, but pamphlets are often saved and filed. Many people keep flyers and pamphlets in their cars and use it on the go, while some use them as a ready menu cum calling card in their house. Talk about return on investment!!
Having listed down the benefits of printed promotion materials, let’s look at the tips you should follow while designing your restaurant's pamphlets
How to make your restaurant's pamphlets and flyers pop out in the crowd
Write a snappy title to grab the attention. Use a memorable or unusual word such as Discover, Now You Can, or Free (anything with Free is certainly bound to catch some eyeballs!). Use colorful or striking graphics like stunning photos or illustrations.
Discounts always work.
It is a good idea to offer a pamphlet, carrying a sweet little discount coupon, along with the bill. This not only takes some sting out of the bill but also dangles the proverbial carrot to an already paying customer to come back to you next time. Remember, Dominos always offers a pamphlet/leaflet with the latest restaurant deals, offers and coupons to be used within a specified date, along with the bill. People usually save it for future use, and it nudges them to visit the restaurant or order a delivery and use the offer.
According to your location or specialty of your restaurant food. If you are located in or around a corporate park, you can offer discounted lunch menus. If you are a fast food joint, you can attract college kids with a budget menu. You can target your audience with customized services with the help of the flyer.
Decide the delivery channels.
Apart from giving the pamphlets with the bill at your restaurant, you can try this tried and tested method of delivery. Call your local newspaper and ask them to include a flyer with the newspapers when they are delivered. They charge a nominal fee for the delivery, but your flyers get distributed to everyone at their doorstep with minimal or no fuss. You can also tie up with grocery stores and supermarkets where they will keep your pamphlets at their billing desk for no fee.
It is interesting to note that flyers and pamphlets have existed even before the TV, radio and the computers. And despite all the food apps, email marketing, and the online avalanche, they continue to serve us. We are not saying you delete your restaurant’s Facebook profile, or shut down your Twitter account. We are only saying that along with your online marketing campaigns, consider flyers and pamphlets as a tried and tested means of boosting your restaurant’s sale. Print a few and see your profits soar.