Question

Topic: Advertising/PR

Nee Catchy Email Or Send Unusual Promotion

Posted by Anonymous on 3/28/2009 at 2:23 PM ET 250 Points
I am a catering company trying to partner with other vendors (invitation companies, entertainment, party planners, etc) and also want to approach venues to get on their vendor list for weddings that need off premise caterers. I already approaced the venues and they told me to send an email with information. There are so many catering companies and I want to do something different. I either want to send a creative email to get an appointment so they can taste our food or send something in the mail that will catch their attention. Any ideas on an email or unusual product (Ive seen the message in the bottle). Also, any ideas in approaching other vendors for a partnership for referrals? I just want to be different and set myself apart from everyone else.
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RESPONSES

  • Posted on 3/28/2009 at 4:37 PM Author
    Thank you for your response. However, I wanted to stay away from the convential postcard. Since I want to form a partnership with venues and other vendors, I want to send something "unique" or "unconvential" that conveys forming a partnership or long term relationship. Since I dont have to send to many out - no more than 50 pieces, I can spend alittle more. I do want to get creative but I am having a brain freeze right now. Since we are caterers - we are targeting people in the wedding, bar mitzvah, and party market - same market as me. I am thinking I really do not have to spend alot. I want to send somehting out that we need each other. They need our great service to grow and we need them as well. It could be something as stupid as sending chips and salsa - salsa cant survive without the chips and the chips taste much better with salsa - so they need each other. I need to do something on those lines. Any suggesstions would be appreciated.
  • Posted on 3/28/2009 at 7:20 PM Accepted
    Better if you can find a way to send something fresh (and perishable), so people can't very well ignore it.

    Several years ago, we developed a promotion for a client that wanted prospects to join them for a conference call at 11 a.m. They sent fresh muffins/donuts and coffee via FedEx for delivery before 10 a.m. Because of the deal with FedEx, the donuts actually arrived warm in most cases! That got people's attention.

    You might try something similar. It's hard to ignore fresh-baked croissants, or fresh bagels with cream cheese (and lox), or warm cinnamon buns, etc.

    You could then ask the prospects to enjoy your little treat while logging on to a specially targeted page on your website where you make your pitch. Then follow-up with a phone call later in the day.

    Given that your business is local, and the number of prospective partners is really quite limited (dozens, not thousands), the more individualized and personal, the better.
  • Posted on 3/28/2009 at 8:51 PM Accepted
    Chef Bruce, you didn't mention what your budget is.

    I like M. Goodman's response. It's one thing seeing on paper or a Web site or an e-mail what you have to offer, but seeing in person and tasting a sample of what you have to offer is a whole nother ball game.

    I'm assuming you have access to gourmet food packaging options. Online sources like Nashville Wraps and Paper Mart can show you what's available, from small sample packages for things like truffles to large packages for cupcakes.

    Have you thought possibly about working with a well-known gift basket company in your area to assemble some of your treats in a very creative way? They should be able to work with you for an hourly fee and deliver for you. And I'm not talking about them using baskets, necessarily. Any container that has a cavity they should be able to work with.

    They can take something like a silver platter (or a plastic silver platter) and start with the center being a bottle of wine, a small bottle of expensive champagne with a couple of wine glasses or champagne flutes and then work from there with beautiful napkins and your beautiful food. The platter would be finished with decorative cellophane and a nice hand-tied fabric bow.

    Of course, then included within your presentation is an elegant card with information about how you can be contacted for further information, whether that's for a one-on-one presentation or an open-house-type affair.

    You're the expert in your area, and it doesn't hurt to hire an expert in gifts and presentations, someone who is experienced working with their clients' budgets, to showcase your product in the best possible light.

    Hope this helps!
  • Posted by michael on 3/28/2009 at 9:49 PM Accepted
    Chef Bruce,

    I understand your market, but much depends on you identifying those caterers who DON'T have what you offer. (Maybe you're kosher and they are not)

    Once you're done that phone calls to determine the proper person work best (let's just say it's working for someone in a similar situation as yours).

    Don't just go after the caterers, but the banquet halls as well. We could probably work together on a few projects if you let me know where you are (click on my name above to find me)

    Michael
  • Posted by Jay Hamilton-Roth on 3/28/2009 at 11:26 PM Accepted
    If you only have 50 people to contact, do it in person. Show up with a sample tray of your food (you can even pretend to be the delivery person), and simply present your food to the person in charge. By sending a package it's fairly anonymous. In person, you're networking. Even if they're not interested in you, utilize the face-time to find out who else may need your services ("network").
  • Posted by CarolBlaha on 3/29/2009 at 11:09 AM Accepted
    I really think instead of mailing something, hand deliver something. No matter what you mail, face to face contacts are the best way. If you insist on mailing, call, mail and call again to follow up.

    I did a campaign for a restaurant where we targetted box lunch catering. We blitzed an area only a few mile radius. It worked well because the area was so small and we were able to follow up well.
  • Posted on 3/29/2009 at 11:19 AM Author
    Thanks for the response. Some of the locations are not close to my restaurant and some of the vendors are not in their offices during the day or may have a home office. So, for some of them, I wont have much of a choice but to do a mailing.
  • Posted by CarolBlaha on 3/29/2009 at 11:31 AM Member
    Or call, and make an appointment. Direct mail responses is less than 5% -- can you afford that? Calling, mail and call again will increase that response. But for the best response rate, just set the appointment and get out there.

    Direct mail can hinder sales. No piece can portray all of your capabilities. And, when you follow up, it gives the prospect the "out", by saying "I got your mailing, I know what you do, and I'll call if I need you". Or they say the "didn't get the mailing, can you resend?" Both are just stalls.

    Sell Well and Prosper tm
  • Posted on 3/29/2009 at 11:59 AM Author
    Carol,

    I get what your saying. I think I am going to send an email first. Because I already spoke to them and they requested an email. Within the email, I will try to schedule an appointment. IF that doesnt work, then I will send something creative to get their attention.
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