Marketing Currents - Business and Marketing Current Events

How Panda Express Reversed a Sales Slump With Direct Mail


When Panda Express noticed locations without a drive-thru were struggling, the brand sought to spur online delivery orders by connecting to customers’ offline mailboxes with direct mail.

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Discussion Questions:

  1. What is advertising?
  2. What are five different forms of advertising?
  3. What is direct mail?
  4. Can you think of an example of a piece of direct mail that you or someone in your family recently received?
  5. What company or brand was being advertised? What were they advertising?
  6. Did it influence a purchase decision?
  7. Why do you think advertisers invest in direct mail strategies?
  8. Based on information from this story, explain why Panda Express chose to invest in a direct mail campaign.
  9. Was the direct mail campaign a success? Why or why not?
  10. Think about one of your favorite brands. If you were a marketing professional advising that brand, would you recommend a direct mail advertising strategy? Why or why not? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.