Direct marketing giant Salmat has just finalised a three-month print marketing campaign with franchise Pizza Hut, a move it says has driven profit by 15 per cent across Pizza Hut’s Australian stores.
Centrepiece of the campaign was a 19.25 million run letterbox leaflet run, printed by IPMG.
Salmat says it managed to convince 98 per cent of Australian Pizza Hut franchisees to opt for the letterbox marketing campaign, with 88 per cent of stores stating an intention to maintain a letterbox program with or without co-funding.
“Franchisees were sceptical that letterbox campaigns would be successful enough to justify the time and monetary cost of investing in marketing in an already crowded, competitive market,” says Salmat.
“They were further dissuaded by their previous encounters with campaigns that required them to individually order and print their own leaflets. In addition, most would be logging into Pizza Hut’s customised Salmat Fuse platform for the first time.”
Following the three-month trial campaign, Salmat says Pizza Hut’s ANZ network of franchises have reconsidered the value of print marketing. “This campaign was easy to execute thanks to receiving promotional materials, distribution instructions and every communication through the platform,” says Pizza Hut franchise owner Simon Billingham.
“We saw an increase in profit over the term of the campaign of approximately 15 per cent, with a major front of that coming from delivery. This was achieved due to the wider range and depth of distribution compared to previously.”
Pizza Hut Australia and Salmat have worked closely together for some 20 years, executing a number of marketing initiatives, including catalogue distribution, SMS promotions, and email marketing.
Salmat developed its custom Fuse platform for Pizza Hut’s franchise network, designed to implement national campaigns with centralised materials, distribution and print communication. The campaign saw 19.25 million leaflets delivered to nearby residents across over 200 Australian Pizza Hut stores.
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