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The Power of Postcards.

The term, ‘postcard’ doesn’t strike awe into the heart of… well… anybody really. But it should. And this article is devoted to tell you how you can produce better results from your marketing campaign by becoming familiar with a well-known, but under-utilized marketing tool: the powerful postcard.

What’s so great about them anyway?

Have you ever received a piece of unsolicited mail and thrown it out before you opened it? Of course you have. We all have. But, have you ever thrown out a postcard before you’ve read it – or at the very least skimmed it – to see if it could be of value to you? No? Me neither. It’s the curiosity factor. And we all succumb to it at some level.

Postcards are so great because they have the same effect as a flyer or sell sheet in that they can be used for many purposes, from mass mailouts to an information piece on your lobby’s front desk. However, when compared against an 8.5x11 sell sheet for the purpose of a mass mailout for example, the postcard has many advantages. Why should you choose postcards over other forms of advertising?

• Due to their size, design, printing & shipping costs are lower.

• They can be designed so there’s a designated address and stamp area on the back – postcards can be sent directly to anyone you want.

• They don’t require an envelope – which means more cost savings and less packaging to throw away.

• Designed for thicker card stock, they are sturdy and can be mailed without fear of damage.

• They are delivered ready to be read, so they have a less chance of being overlooked.

• They are a more ‘likeable’ form of advertising. We send them to friends and family when we travel, and likewise we receive them from loved ones when they travel – done correctly, postcards can be very friendly and inviting.

How to do them right & getting the most bang for your buck.

If done properly, postcards can give a jump-start to many a marketing campaign. Here are a few tips to ensure they do just that:

• Be straight-forward. And clear. You have limited space to work with on a postcard so it’s important you first grab your reader’s attention and then secondly persuade them to take the action you want (e.g. visit your website). Focus on the benefits that your product or service can provide them and make sure they can clearly understand it at a glance.

• Plan ahead and establish your goals. As with any successful marketing push, make sure you’ve asked yourself what it is you want to get out of the campaign, who the target audience is, what you want the reader to do, and how often you want to mail them out (keep in mind that postcards aren’t solely mailed out – they’re also great as leave behinds, etc). You can refer back to your answers to help keep your campaign on track.

• Use a test group first. Choose a sample of potential clients you would like to introduce (or re-introduce) your product or service to and measure the results. Once you are happy with the level and type of response, send them out to a larger group.

• Target those already interested. For an even better response, send them to potential clients who are already interested in your product or service, who have the authority to purchase your product or service and who have bought your type of product or service in the past.

• Use a personal touch. Include the reader's name and/or company in a designated area on the back of the postcard.

• Offer incentives and create a sense of urgency. Encourage people to act quickly so they don’t set your postcard aside and forget about it later. Ensure you include a response deadline.

The power of postcards: They may not be high-tech, but the postcard still has high-power and high-potential. Consider employing them in your next marketing campaign. They may surprise you.

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