Postcard Marketing - Good Things Come in Small Packages
Postcard Marketing - Good Things Come in Small Packages
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.
Postcard Marketing Good Things Come in Small Packages - To learn more about this author, visit Chanie Pritchard's Website.
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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.
Postcard Marketing Good Things Come in Small Packages - To learn more about this author, visit Chanie Pritchard's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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