Overview: In an increasingly digital world, grocery delivery services, such as Buncha, face growing competition from both traditional grocery stores and online platforms. That said, targeted mailers serve as an effective complement to digital marketing efforts, creating a holistic approach that reinforces brand messaging across multiple mediums.
Through targeted mailing, I was able to use demographic - household income, dwelling type, family structure, shopping behaviors - and geographic data to narrow the scope of my audiences to minimize wasted impressions and maximize conversions and return on investment. This was particularly effective for the Buncha model, as reaching specific neighborhoods and communities allowed for denser delivery routes and a groupthink mentality amongst those in proximity with one another.
Additionally, unlike other forms of marketing, a physical mailer is something consumers can hold onto and refer back to. Put a bow on it with a discount / coupon and an immediate sign-up or purchase just may occur!
In an effort to create a deeper connection with community members in our founding-market of the greater Twin Cities, I opted to do some city-specific mailers in areas we were hoping to increase sales. Minnesotans have a strong propensity to support Minnesota companies, so adding the ‘Made in MN’ and the city names as the promo code emphasized the locality of Buncha, while garnering added interest about the service.
Here are a few examples of mailers sent throughout the years - in the early days of $1.45 delivery and the present days of multi-store delivery. You’ll notice that while messaging may change, the design remains mostly the same. This is a testament to the success we achieved with our bright yellow branding, our concise messaging, and the trust we earned as a brand by showcasing our association with well-known companies, such as Costco and Target.
