Show Me Postcards

My friend who gave me this idea shared this story with me:

"Pizza in my city is REALLY popular. A large Italian-American population has contributed to a very bloated market full of pizzerias on every corner that area all fighting for their piece of the pie (no pun intended).

My client is located between two suburbs of around 25,000 people and he spent nearly $60,000 total last year the YP, newspaper and radio. He gave up on it after not seeing any substantial results.

In the spring, he did a groupon type daily-deal and told me he “lost his ass on it”. He said it forced him to raise his prices to cover his losses which in turn pissed off his customers and was an overall miserable experience.

They bought an ad from me and I suggested a “Buy one large pizza, get a small free” offer; they added 3 other coupons.

I sent the mailing out in September and they got “more coupons than they could count”. They stopped counting them at 100 and just kept tossing them into this giant Tupperware tub to count later.

He told me afterward that he expected to see all his regular customers coming in but he was surprised to see what seemed like “all new faces”."