FROM PIZZA MARKETING QUARTERLY: "INNOVATIVE TECHNOLOGY HELPS PIZZA RESTAURANTS BUILD LOYAL CUSTOMERS"

CHARLOTTE, NC—Welcomemat Services, Inc. was featured in Pizza Marketing Quarterly.

For pizza restaurants looking to grow and to attract loyal customers, one great tool is putting out The Welcomemat for newcomers. Welcomemat Services, Inc. specializes in helping businesses turn new residents into loyal customers through highly effective direct mail gift certificates.

"Welcomemat Services is the first and only cooperative mail service to employ proprietary technology that enables new resident information to be bar-coded into every gift certificate, allowing our clients to receive free customized tracking and information reports regarding responses to their offers," says Brian Mattingly, president of Welcomemat Services and an expert in utilizing technology to deliver superior direct mail results. "In effect, it answers the question companies have been asking for years: Who exactly are out customers?"

Welcomemat Services focuses on the newcomer market because statistics show that new residents are the most receptive market segment and are five times more likely to become loyal customers. New residents spend more in the first year than an existing residents spends in five years, and are even more likely to change their brand loyalty after a move.

Every Welcomemat package includes a select number of gift certificates, which are elegantly printed, custom designed and personalized for each new resident, with his or her name and a unique patent-pending barcode. While typical direct mail campaigns have less than a two percent average response rate, responses to Welcomemat mailings typically range from eight percent to 10 percent, depending on the gift check offer. Businesses have been quick to take advantage of the Welcomemat concept, including restaurants, spas, auto dealerships, radio stations and wine retailers.

Eric Kanov, owner of Ribs Etc. in Atlanta has seen immediate results. "Welcomemat is extremely effective because you are reaching people that have recently moved to the area and don't know about you-it is highly targeted. That, coupled with a tremendous redemption rate, creates an unbelievable opportunity for any business owner who is trying to grow their business."

Since Welcomemat Services opened in 2003, it has added clients of all sizes at a rapid pace. Notable clients have included the Atlanta Cultural Centers (Fernbank Science Center, Atlanta Botanical Gardens, Zoo Atlanta, etc.), over 300 local and franchise restaurants (e.g. Mellow Mushroom Pizza, Cibo's Pizza and Mario's Pizza) along with Charlotte's Ovens Auditorium and the Charlotte Coliseum. Headquartered in Charlotte, N.C. Welcomemat Services has also expanded into Atlanta and Charleston.