Really Practical Marketing - Small business marketing ideas, local marketing basics and marketing tips and resources

Example: Pizza Express 2-4-1 Promo

Advertising, Relationship Marketing

by Mark Nagurski, June 16th, 2008

Pizza Express Voucher front and back

Premium UK pizza chain Pizza Express included this A6 (folded to A7) voucher in with frozen versions of their pizza for redemption in their restaurants. It accomplishes a few things:

Serves as an on-pack promo to increase retail sales
Cross promotes restaurant brand
Encourages trial at restaurant
Aligns brand with ‘friendship’ concept - also encouraging WOM (i.e. to the friend you bring)
Serves as a data capture mechanism for future marketing
Built in tracking by asking for postcode info
Some degree of market research by asking for date of last visit

All accomplished with a simple promo offer.

In other words, think twice before you have your next sale - could you being doing something more productive?

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