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Last chance to find out more about postcards
Last week I promised to give you more postcard examples, so after asking on the net what other marketing advisers do with postcards, here is my final post with some of their answers:
The e-postcard uses the same principles of the paper postcard, but you have the added advantage of virtually free postage, can mail-merge details such as names and facts, include contextual links to other information on-line, and add audio or video to boost your message further. Art card is an alternative to greeting cards. These can be presented with their custom-build envelopes and attractive folder, and can be another way of publicising your company when you say ‘thank you’ or remember you client’s birthday – anything to keep yourself in their good books. How about magnet postcards? – a quirky gadget that not only sticks to fridges but also to radiators, some computers and anything that has iron in its constitution. If it’s brightly coloured and has recognisable details displayed largely and abundantly, how can anyone fail to ignore this constant reminder? Postcards can be effective in increasing subscription rates to e-newsletters. It’s much nicer to receive a friendly postcard with a handwritten message inviting you to join up to your newsletter than a cold, interfering and annoying email. Many businesses send me postcards touting visual examples of their work, such as printers and photographers. I received some excellent postcards last week displaying superb photographic images of cockroaches and dust flying off a brush, explaining the latest technology and gadgetry they have to accomplish these pictures. Send a postcard as a reminder to a more extensive sales letter you have just mailed to prospective customers. Sometimes a small jog of their memories, combined with an excellent incentive or special promotion for early-bird responders could just do the trick. Alternatively you could send a postcard as a pre-runner to ‘prime’ specific customers before you call them later with direct phone solicitation – it gives you a reason or a subject to call them. Or use the postcard as a ‘teaser’ for a bigger mailing in the future – to whet their appetites or keep them guessing with cryptic messages as to what the main product will be. Have I missed out any ways of using a postcard? If you have one up your sleeve that you are particularly proud of, please share it with me to aid my research. Remember, use a simple, concise message, and make sure it is the right message for your target market and that it’s worth responding to. Gauge how your readers will respond according to how much time they have to read your postcard, how much they have a need for this promotion, how they will be attracted to it, what they can gain to their advantage, and whether it’s an offer they cannot refuse. And if you’re still sceptical about postcards, do a trial. Remember to test with small amounts and vary your approach with big differences for easy measuring – and take pains with selecting your audience for the best impact. If you are interested in the wonderful world of postcards, then go ask Alice or visit her website for more information and marketing tips, or sign up to her e-newsletter to find out more! |
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