October 21, 2021
Direct Mail is Still a Viable Medium
Adweek has published a nice little article about how Panda Express used direct mail to bring about a BIG increase in sales at outlets that lacked a drive-through window during the pandemic. Although Panda Express had not been using direct mail in its media mix for some time, it pivoted back to DM for this situation and it proved very successful, driving people to online ordering including home delivery with offer redemption rates as high as 33%!
Author Weiss reports, “Panda Express’s online business from the direct mail campaign was up 20% versus its national digital sales, which is about 10%.”
Here’s the link:
How Panda Express Reversed a Sales Slump With Direct Mail:
Education: BFA in Painting & Sculpture from California College of the Arts (Oakland); Executive MBA in Executive Management from the Peter F. Drucker & Masatoshi Ito Graduate School of Management at the Claremont Graduate University (Claremont); MA and PhD in Media Psychology from the Fielding Graduate University (Santa Barbara).
Experience: Over 40 years experience in marketing, advertising, and public relations on the client and agency sides of the business; for-profit and nonprofit, as well as government.
Special Expertise: The interface between human behavior and the media. It's all about "media in mind."
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