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| The Magic of Postcard Promotions |
| - By David Ehrlich, President Track Marketing Group |
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Try this exercise - think of something you want to sell or promote and write marketing text onto an index card. Creating a post card promotion requires a similar exercise -- condensing your marketing message into a concise yet readable presentation.
Ever since we created Postcard Promotions® in 1991, we have produced effective direct marketing pieces for 100's of organizations and we've seen what works and what doesn't. |
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| Best Marketing Applications |
| Postcard Promotions are perfect for saving the date (e.g. announcing conference), promoting a web site, announcements (e.g. new products or new staff), and the first step in multi-step sales. |
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| Offer & Response |
For sales post cards, you should highlight the key benefits and provide a strong offer with two or more response options (phone, email, web, fax, mail). The post card is simply the first step in the process and you should say where to go for more details (or to purchase). For example, you could feature a web site or provide an option to request a free information package.
Magic words such as FREE, New, Guaranteed grab attention. Deadlines create action. |
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| Formatting |
Your post card needs to pass the quick scan test. Have someone not familiar with your campaign review the card and see if they can identify what the benefits and offer are within 10 seconds. Your prospects will are more brutal - they'll give you around 2 seconds to either grab their attention or fail this test and end up in the trash.
Remember the school exercise of writing a term paper where wrote an outline with increasing detail as you moved through the levels? Use the same concept - cover highest level message at layer one (headline), supporting message at sub-headlines, and further details covered as bullet points or small sentences. Bullets (consider icon bullets other than the dots) are excellent for increasing overall readability.
White space is your friend! The more you try to add to the message text, the less you will ultimately convey. Avoid the cluttered look at all costs. Copy can extend across the message side of the post card above where the mailing address will be printed.
Since mail is sorted address side up, the message side (usually non glossy side) is usually seen first. While we often tie the headline on the message side with the front image, it should stand on it's own since it may be read first.
Most noticed areas include the headline, area closest to the address field, and the P.S. block. Highlight important messages in these most visible areas.
A tear-off reply card can be attached to the post card. We have had good results using triple reply post cards (2 sales panels and 1 response card). A rolodex perforated into the post card creates a nice leave behind. |
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| What a Beautiful Post Card! |
If they don't respond right away, the next best scenario is that they keep the post card and hang it on the wall. The best way to accomplish this is to use colorful and beautiful imagery on the glossy side of the card. Consider over-sized post cards (6"x 9") to increase the chance your message is found among the mail clutter.
Since they don't need to be opened like letters, they usually receive at least a quick glance. We rely on colorful photos and illustrations that grab your attention. We avoid pictures of buildings or other boring imagery unless it is highly relevant to the message. You can add colorful backgrounds to otherwise boring images to add some excitement. |
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| Postal & Mailing |
Avoid printing information in the "bar code free zone" along the bottom of the post card. Include your return address at the top left if you want undeliverable cards returned.
Pre-sort your list to receive the lowest postage rates. If your post card is 4"x 6" you can mail first class for approximately 17 cents. If mailing larger post cards, use either "standard" rate of 18 cents or first class for around 27 cents. Never use standard rate if delivery time is important. Also, you won't receive the undeliverable cards when mailing standard. |
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| Addressing Tips |
Add "or current HR Director" above the name so that mail room staff can forward to the appropriate person if your contact has left. You can also print individual specific information on the message side of the card. For example, you could include a unique id number for a web survey above the person's name.
If you don't have names, you can title address (e.g. Director of Operations). You can also vary the title depending on the size of the organization. For example, you could send to "President" for smaller firms and title address "Director of HR" for larger companies. Most rented listed will include the employee or revenue size of the organization. |
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| Repetition |
| Since it often takes more than 6 impressions to get through to someone, consider repeat mailings. To save costs, over-print the front (glossy color side) and leave the backside blank for future imprinting or print multiple backsides at the original printing. This dramatically lowers the cost per card. Since the back is read first, the same front as not a major problem. Another option is to send the identical card (front and back) to prospects multiple times - perhaps about a month apart. |
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| Think About the Prospect |
| When selecting images and writing copy, think from the perspective of the prospect not yourself. Many clients select images they like with little thought to what would appeal to their reader. Since everyone has different views on humor, we would avoid using it, especially if it is extreme or in poor taste. |
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| Overall, the reason post cards work so well include: |
They are less expensive to mail, they are usually skimmed since they don't need to be opened, they quickly communicate key points, they're attractive, and as a personal medium (people often send post cards to friends and family) they are well received.
A fixed budget can be used to reach a greater number of people with an initial offer and then more expensive follow-up items/sales calls can be targeted at the prospects that raise their hand from the post card mailing. This is ideal when targeting rented lists since you will own the name once the person makes an inquiry. |
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