& Why They Worked Well
When it comes to print marketing – whether it’s direct mail, billboards, posters, or pamphlets – the goal is to grab the attention of prospective customers, and quickly. Print could be the first (and most powerful) marketing collateral that your audience sees, so it’s important it not only includes great design, but is carefully tailored to resonate with your audience. In today’s blog, we’re highlighting 5 examples of great pizza print marketing to show you how it’s done, and done well, within the industry.
1. Domino’s Appeals to a Specific Fan Base
What better way to catch the eyes of a specific group than to literally put their interest into an ad? Dominos did just that during soccer season. Instead of simply advertising their offering, they visually showcased soccer with pizza, as shown below. They chose to target a very specific group of customers instead of a broader one to get the most bang for their marketing buck.
Doing so emphasized that “Domino’s isn’t just something to eat, it’s a part of everyday life. Hence the description saying ‘Domino’s Everything.’” This simple and to the point ad, with a focused visual, made its mark because it’s not always about targeting the most people, but the right people.
2. Donatos Uses Unique Brand Association
How to get your name out their if it’s not well known? Associate it with another recognizable brand. Donatos collaborated with a popular news station to create an eye catching and thought provoking design, as seen below. This billboard ad stands out because of its 3D appearance, and the point they want to get across – the extreme cheesiness of their pizza, is easy to spot even during a quick highway drive-by. Loyal customers that believe in one brand will likely trust their recommendations, so a creative collaboration is a great way to use print marketing to get your name out there.
3. Pizza Hut Stands Out With Creative Visuals
Sometimes it doesn’t take all the bells and whistles to make a great ad. Simplicity can go a long way, and Pizza Hut clearly knows that. In their magazine ad below, Pizza Hut used just 2 words and 1 image to stop readers in their tracks. The vivid red (known to increase the viewers sense of appetite) immediately grabs the viewer’s attention, and the clever graphic gives the reader something unique to remember. In a time where delivery is in high demand, Pizza Hut let its audience know they deliver fast and fresh pizza, with this simple, eye catching visual.
4. Bovino’s Pizzeria Cleverly Creates an Interactive Piece
Whoever said postcards are just marketing on paper is clearly mistaken – because postcards are much more than loose leaf. How do you make these pieces shine? Interactivity. Bovino’s used this tactic to create energy and excitement in their marketing, including a scratch off to win “free pizza for a year!”.
The pizza restaurant ran this direct mailer as an incentive to not only get people into their shop, but to associate their brand with fun, freebies, and care for their customers.
If you’re looking more ways to make your postcards interactive, check out our blog on incorporating QR codes into your direct mail, and if you’re just looking for some general design tips, read here.
5. Papa John’s Uses Personalization to Persuade
First and foremost, what we can be reminded from this piece is that direct mail doesn’t have to be rectangular. Using unique shapes and visuals in your marketing can help you stand out from the crowd. Clearly, Papa John’s created these triangular mailers to be different among the rest, and to further enhance their effectiveness, incorporated recipients’ names into the design. The print resembled a slice of pizza and asked, “[Name], hungry for a slice?” And, with a turn to the back of the mailer, customers received a free slice offer.
With this marketing piece, Papa John’s not only attracted attention but strengthened engagement with their audience by using personalization. Looking to personalize your marketing? Check out our blog on personalization, here.
Now that you’ve seen some creative ideas and unique marketing concepts, you may be looking for ways to incorporate the power of print into your next direct mail campaign. We’re direct mail experts, and ready to help! Contact us today to discuss.