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The Orlando Pizza Company was located in an area where there were lots of different ethnic groups. They were sitting around discussing their growth and revenues one day, and they wondered how they could achieve better growth rates among these ethnic groups. One point of view was that ethnic groups simply chose to frequent restaurants that they were familiar with, and that marketing to them was a waste of time. They decided to call on someone they knew who might be in a position to advise them: a salesman at a full service printing company which happened to be located a block from their new location. They called him and they invited him over to see their new location. After reviewing their situation, he suggested that they look at using statement stuffers in one or more foreign languages. The idea would be that it wouldn't be difficult to find out where various ethnic areas in the metropolitan area were, and they could pick the areas they wanted, put together a statement stuffer in that language, and try to build their business by making inroads into entirely new groups. Statement stuffers can serve a variety of purposes. One purpose is to give people an offer on something that isn't being advertised in any other publication at the moment. It might be a new item that hasn't been released yet. A statement stuffer can basically be an advance order form. Advance orders give the marketer a way of knowing how big the demand might be for some product that's coming out in the near future. The statement stuffer for such a situation might consist of a website address of a QR code which the customer accesses and then she is allowed to notify the marketer of her interest in the new offering. The ability to gauge demand in advance is a valuable asset for any marketer, and using statement stuffers as a means of doing that makes a lot of sense. Another way that statement stuffers can be used is to market to different segments of a family. It is invariably going to be a parent who opens statements and reads bills. Parents are also the ones looking to make decisions about what to buy for other members of the family. And so a company that offers an excellent deal as a restaurant may come out with offers that appeal to the family budget. The parent may react positively to such an announcement simply because the parent is ultimately the one who has to consider the various options and make decisions regarding family purchases. The value of a statement stuffer would be that a very large number of people could be informed all at once, and that would be the best way to spread the word. It was all planned out and the key information was printed on the statement stuffer. They chose the local power company's monthly bill as the vehicle for the announcement. They chose an area within five miles of the store, and that would cover several thousand households. Word of mouth would do the rest. The author, who is associated with Conquest Graphics, is a nationally recognized expert on all aspectos of printing, print marketing, the internet and social media. Visit Conquest Graphics website for a discussion about using statment stuffers to promote your business.
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