A highly regarded sushi restaurant, part of a three restaurant company had opened in the Richmond area but after 4 months of operation, sales and traffic were less than anticipated. Advertising up to this point had been minimal due to the fact that the owners had relied on word of mouth referrals and the reputation of their other restaurants to drive new business.

Experience had shown that after customers have experienced the restaurant's menu and service, they tend to become loyal customers. Unfortunately, word of mouth and reputation alone were not enough to generate the traffic needed to succeed in the highly competitive restaurant industry.

Clearly a targeted lead generation program was in order.

Printegration realized that some of the prospective customers may be new to the sushi experience. For this reason, a targeted campaign was created that built upon the mystique of the Orient as well as captured the style of the restaurant. Two iconic images from the dining room, a Buddha and a large photo of a geisha girl's eyes, were utilized for the three touch direct mail campaign. Because diners tended to try local restaurants, a small targeted list of 3,000 area residents within a two mile radius was secured.

After the initial phase of the three touch direct mail campaign, 36 parties of diners had visited the restaurant. By the third and final mailing, 5% of the prospect list had visited the restaurant and generated an estimated $12,750 in new revenue (based on parties of just two diners).

Using historical data, it is estimated that these new diners alone will generate in excess of $153,000 in new sales within the following twelve month period. What's more, this figure does not include any additional business that might occur as a result of word of mouth referrals.

In a time when even a .5% response is considered a standard return on a prospecting campaign, Printegration was able to secure our client ten times the average response rate and a phenomenal return on investment.

A conservative return on investment for this project has been estimated at 98% for the first dinning experience and over 2,268% for the following 12 months.