The postcard featured a full-sized image, which displayed gourmet cheeses and a full wine glass on a table in a seemingly rustic and romantic atmosphere. The headline was unique and very personal, because this card targeted prospects on their birthday. The headline read, “Happy Birthday from the Villa Valenti Restaurant and Sauce Company.” On the bottom they featured a short testimonial to give them credibility and build trust with recipients.
Ralph wanted more new business and more repeat business for his restaurant. Initially, he thought that using postcards to market was a gamble, but he had a good feeling about it.
In the past, Ralph tried various ideas without much success, but the one he uses now works. PostcardMania designed the whole thing for them. It focused on finding the right special offer to feature and making it easy for the consumer to acquire it. Villa Valenti now has almost 40,000 names on their mailing list and they mail approximately 3,000 birthday cards a month.
Villa Valenti sends out birthday cards to their database and even though Ralph does not do extensive tracking, he said that there has been a substantial increase in business since doing so. However, he also added that to make it work where it’s actually profitable for a restaurant, he pushes his wait staff to up sell additional menu items to increase the ROI.