How a Failed Sale Pitch Turned into A Pizza Shop Direct-
BY Adam Ambro
How to create a pizza shop direct mail ad campaign to reach more customers?
Jake Ruge, a multimedia sales consultant for Valpak, had only been selling media for four months. Yet he turned what would have been a failure into a pizza shop direct mail ad campaign.
“One of my favorite wins actually started with me making a mistake,” said Ruge. “I initially approached a Christian bookstore about our community co-
“Instead of just moving on, I went back in and told him directly. He appreciated that I came back to correct it, and we ended up talking for another 10–15 minutes about life and random stuff. At the end of that conversation, he mentioned that he also owned two pizza shops.”
Why was learning about the pizza shops important?
“That conversation ultimately opened the door to expanding our relationship with both [pizza shop] locations,” said Ruge.
“The biggest challenge was ensuring his advertising dollars reached the right local households and potential customers. With two locations, there was also an opportunity to evaluate how he could consistently promote each restaurant and expand his reach across the surrounding communities.”
“AdMall gave me data that helped me have a much more informed conversation about his target market. Instead of simply telling him Valpak could reach local households, I could use market and demographic information to show who lived in the areas around his restaurants and why those households could be valuable prospects.”
“It shifted the conversation from ‘here's an advertising product’ to ‘here's who you're reaching and why this market makes sense for your business.’”
What was the final result?
“I sold them Valpak direct mail advertising,” said Ruge. “One of his pizza locations was already running in Valpak, and I expanded the relationship by bringing his second location into Valpak as well.”
“We are also adding a Clipp cross-
“Specifically, the original location is continuing with Valpak, we are adding Clipp in October, and he is bringing his second pizza location into Valpak.”
Ruge also had advice for other reps new to using AdMall.
“I would tell them that AdMall gives you a reason to have a smarter conversation with a prospect,” said Ruge.
“Especially for newer sales reps, it can be difficult to walk into a business and immediately establish credibility. Real market data lets you ask better questions, understand the business's potential customer base, and make your pitch much more specific.”
“In my case, the actual sale came from building a relationship and listening to the business owner, but AdMall gave me the information and credibility to understand the opportunity and position the advertising effectively.”
The direct mail ad campaign and selling strategy were clearly successful for Jake Ruge. You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.
More About: Pizza Restaurants/
Pizza restaurants and delivery in the United States sit at the intersection of quick service, casual dining and off-
Pizza is a staple food for U.S. households, with stable demand even during periods of economic pressure. Strong habits around family meals, sports viewing and group occasions keep order frequency high, while technology, new formats and menu innovation continue to reshape how and where consumers buy pizza.
