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Postcard Marketing - Good Things Come in Small Packages

Written by: Chanie Pritchard

Article Overview: Postcards are a simple, inexpensive, and flexible direct mail marketing tool. They can be used to close sales, generate leads, cultivate return business, or introduce new products. In fact, the use of marketing postcards is really limited by nothing but your imagination.

Postcard Marketing - Good Things Come in Small Packages

Although the days of the “penny” postcard are long over, these convenient cards still have a lot of marketing life left in them, especially with the advent of online postcard printing services that make design (and sometimes the actual mailing) a snap. Postcards afford instant visibility and are effective in boosting sales and building name recognition. Granted a great deal of today’s marketing buzz is on Internet-based advertising, but not everyone stays connected 24 hours a day. Postcards let you easily engage in mass mail-outs without breaking the bank and should not be overlooked in your marketing plan.
What is Postcard Marketing?

Postcards are a simple, inexpensive, and flexible direct mail marketing tool. They can be used to close sales, generate leads, cultivate return business, or introduce new products. In fact, the use of marketing postcards is really limited by nothing but your imagination. Some creative ideas include:

* Place a screen capture of your website on a card with the URL prominently displayed to generate more traffic.

* Remind customers its time to buy again. Some products become less effective with time and should be replaced regularly.

* Announce an impending price increase to encourage more sales at the current, lower rate.

* Invite your top customers to a private sale or offer them a discount over their usual purchase limit.

* Offer holiday promotions. These can be “two-fers,” buy two items for the regular price of one, or discounts applicable to a given day.

* Introduce new members of your staff and invite customers to come in and meet them.

* Advertise clearance sales and other special events throughout the year.

Benefits of Postcards

The major benefit that attracts users to postcard mailings is the low cost. Although money is generally the “bottom line,” the attractive price point is not the only benefit of postcard use.

* Cards can be used in test-marketing because they can be produced and sent in small quantities before committing to a full-blown marketing campaign.

* Postcards are an excellent way to hit your target market only, achieving maximum “bang” for your marketing “buck.”

* Production and processing of postcards is fast. It only takes a matter of a few days to get important information to your clients.

* The cards are less offensive in your clients’ mailboxes. Most people throw out mass mail offerings with only a passing glance, but postcards due to their size and ease of access generally get more attention.

* Postcards don’t require extra equipment or special services. While you can order cards in mass quantity online, you can also easily churn out 50 or 100 with almost any computer / printer set up.

* Since a postcard’s message should be simple and direct, professional design services are not a necessity.

Tips on Postcard Layout

Although arguably the most simple of all marketing materials to generate, there are still some things to consider in order to create a highly effective postcard.

* Don’t waste space, but by the same token don’t cram information together. Your card should be easy to read and easy on the eyes with a well-balanced and attractive appearance.

* Headlines should immediately catch the eye and make the reader stop and examine the card more closely.

* Use graphics that have a purpose and contribute to the card’s message.

* If you plan on generating a series of cards throughout the year use a consistent element. By the second or third card, people will instantly recognize the fact that it’s from your business.

Writing Postcard Copy

As with any kind of advertising copy, it isn’t so much a matter of what you are saying as how you are siting it. The key words to remember are:

* brief
* specific
* direct
* clear

It just takes a flick of the wrist for your card to wind up in the trash. Consider the following:

* Attract attention with a funny image or statement, the use of bright colors or bold print, or a prominently displayed piece of useful or money-saving information.

* Talk directly to the reader. This is one place where using the word “you” is a definite plus.

* Offer some incentive to take action. This can be a limited-time offer, a request for information, a means to order a product or request a service instantly, or some other call for the reader to do something that is to their benefit.

Standard Postcard Sizes

An important aspect of postcard marketing is to ensure that your production falls within the specifications set by your Postal Service. If the cards are inappropriately sized they will either not be processed for mailing or will incur a higher postal rate.
Good Things Come in Small Packages

For small businesses on a tight budget or companies with a need to communicate multiple times a year with a select target audience, postcards are the flexible marketing tool of choice. Additionally, the open form factor allows your message to be read by anyone who happens to glance at the card as it travels through the postal system or is left lying on your client’s desk or counter top. The power of the casual glance play a significant role in branding. Someone may remember your business name or service and contact you while having no idea where they acquired the information. Postcards are an important aspect of marketing campaigns because they carry the primary benefits of:

* low cost
* flexibility of use
* fast turn around
* tight audience targeting

Postcards no longer cost a penny, but they’re worth every marketing penny you invest in their production and mailing.

Related Articles
  Postal Service Postcard Mailing Guidelines
  How to Create Postcard Content
  Doubling Your Postcards ROI
  Designing a High Impact Post Card
  Tracking Postcard Campaign Results

Article Tags: advent, attractive price point, breaking the bank, clearance sales, creative ideas, direct mail marketing, fers, holiday promotions, mail outs, marketing plan, marketing tool, mass mail, postcard mailings, postcard marketing, postcard printing, postcards, printing services, return business, screen capture, test marketing



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