| There is an ongoing battle between the "Big 3" pizza | | | | in the business in that particular neighborhood. |
| chains who are always vying for first place. Their | | | | Sometimes those chains find it important to use pizza |
| sales reflect the fact that whenever one of those | | | | menu mailers to inform residents and/or businesses |
| chains delves into a national ad campaign, that chain | | | | that a new franchise has opened in the area. At times |
| will invariably see order increases across the board. | | | | like that, it may not be necessary to use competitive |
| The new sales may or may not cover their heavy | | | | marketing in the literal sense of the word, but rather to |
| marketing investments, but they position the brand | | | | offer 'grand opening' promotions to get the word out |
| more strongly either way. In most cases, their | | | | that a new chain is in the neighborhood and open for |
| marketing campaigns pay off with huge dividends. | | | | business. At times like these the mailings are usually |
| One of the ways the "Big 3" chains is to use direct | | | | bigger and more eye-catching. Those pizza empires |
| mail to develop new markets. The purpose of this is to | | | | have major dollars behind their advertising departments |
| draw customers from locations where one or more of | | | | so they pull out all the stops to use promos that grab |
| the other chains are already established and possibly, | | | | consumers' attention. |
| thriving. | | | | Direct mailing can be targeted more effectively than |
| It is important to 'scope out' the competitor's territory. | | | | broader scoped printed, audio or video campaigns. The |
| They are using direct mailing to offer promotional | | | | corporate offices put out enough of those kinds of |
| specials that they know to be effective in that | | | | newspaper, radio or television promos on a national |
| particular area. In order to attract customers from | | | | level. The key to attracting business in a new market |
| each other those three superpowers get a handle on | | | | area is to gear campaigns specifically to the needs |
| what kinds of direct mailings the others are running | | | | and wants of that particular location. This is just good |
| with and then improve on those campaigns with even | | | | business logic. Dollars are wasted by advertising in too |
| better deals, specials and perhaps even promotional | | | | large of an area so direct mailings reach specific |
| 'give-aways.' | | | | people in very specific locations. |
| Not all ad campaigns work as well in every market | | | | According to current statistics, Pizza Hut is on top with |
| area. Because of this, those chains will tailor their direct | | | | Dominoes in second. Papa John's is in third place but |
| mailings to what they see as a trend in what the | | | | shows signs of growth. On any given week |
| others are using. It stands to reason that if their | | | | consumers will open their mailboxes to find a |
| competition is repeatedly running with a certain | | | | promotional mailing from at least one of those chains. It |
| promotional offer, that particular promotion must be | | | | remains an ongoing battle, but the use of direct mailing |
| working for them. For instance, if one of the "Big 3" is | | | | appears to play a major, undeniable role, in who ends |
| continually offering two-for-one, then it obviously brings | | | | up on top. |