Creating Marketing Annuity With Magnetized Postcards For Pizzeria Restaurants

One of Cornerstone Services, Inc.’s more unusual mailing tactics is to design, print and mail magnetized postcards (technically “oversized” postcards) that have perforation for tear-off coupons.

The purpose should be clear: give the recipient something that has both immediate and long-term value. By having a 2″ x 4″ magnet affixed to the upper portion of the card, the card often gets saved on a refrigerator, filing cabinet and even some metal kitchen cupboards or magnetized blackboards.

We suggest that clients produce something that they could afford to give away, with the goal of being the establishment of consumer familiarity and feelings of goodwill. If, for example, you received an order of free garlic knots with two or more large pie orders, then the Law of Reciprocity (a.k.a. “social reciprocity”) would kick in, and customers would be more inclined to call again (but make sure you collect the coupon upon delivery or pick-up!)

The long-term value also has a prophylactic component. Beyond the establishment of a habit of calling a pizzeria, the ongoing presence of an in-home magnet quietly deters the customer from considering competitive pizzeria options. The challenge here is not to be forgotten, for the customer’s experience must be replicated again and again without fail — pizzas need to be ready or delivered on time, restaurants need to pick up in 5 rings or less with a friendly voice, and obviously, everything on the menu needs to taste great with no mix-ups on the order.

No matter where you go in the world to McDonalds, there is constancy in experience. We find that marketing is, in some ways, the easier part. The Pizza Restaurant or Pizzeria’s obligation is to think like a McDonald’s franchise: create a terrific consumer experience and repeat, repeatedly, without fail.