Taradel’s New Direct Mail Division Serves Restaurants
Taradel.com, an online printing firm, has expanded its direct mail service offerings aimed at the pizza and takeout food industry.
“There is a high demand for restaurant-related marketing material such as takeout menus, postcards and customer promotions,” Taradel’s marketing director Chris Barr told Direct Newsline, adding that offering a turnkey direct mail solution to that industry seemed like a natural progression for the company. “These are people who don’t necessarily understand the world of advertising and mail or have the time to manage extensive campaign.”
The company’s typical restaurant client is a small business owner who is seeking to compete with the larger chains. Taradel’s expertise is in saturation mailings of between 5,000 and 50,000 pieces. “The large majority of our restaurants work with solo mail,” Barr said. “The way we have bundled our print and mail products, we’ve got the cost down to about 39 cents per piece to deliver a full-color piece to a prospect base.”
According to Barr, restaurants see 10%-15% response rates, based on unique coupons and offers promoted through the direct mail efforts.
Taradel has been steadily increasing staff, adding a graphics designer and two operations positions, marketing director Chris Barr told Direct Newsline. The company currently employs 10 workers, up from seven earlier this year.
The focus on restaurants has allowed Taradel to increase the size of its average order. The other staple of the company’s client base is the medical community, such as chiropractors, Lasik eye treatment facilities and insurance firms, as well as automobile repair shops and lawn care specialists.
“These are industries that do smaller, highly targeted mailings, often to their own in-house customer lists,” Barr said. “They are looking to showcase new offers and services, and ways to save money, with a marketing practice they’re comfortable with.”
