Plastic Postcard Mailer Campaign for Bonefish Grill

This document is a case study detailing the plastic postcard mailer campaign executed for Bonefish Grill by Triadex Services. The campaign aimed to raise awareness of a newly remodeled restaurant location and drive foot traffic through innovative direct mail strategies. Nearly 10,000 plastic postcard mailers were distributed to individuals aged 29 and older, with household incomes between $50,000 and $125,000. The mailers featured attractive offers, including a $10 dining card for lunch or brunch and a $20 dining card for dinner, alongside appetizing visuals. The campaign achieved a notable redemption rate of 19.42%, demonstrating the effectiveness of the unique mailers in engaging customers. The initial campaign generated an impressive ROI of $138,000, with projections suggesting potential lifetime value exceeding $2 million if the campaign were to continue quarterly. The case study emphasizes the benefits of using plastic mailers, including their attention-grabbing design, perceived value, customization options, and measurable engagement metrics.