Sales & Marketing Authority, Bestselling Author & Business Motivational Speaker

After the Internet made sending mass emails so much cheaper than bulk mailing, many businesses moved away from physical mail as an advertising method.  They are now realising what a mistake that was.  Bulk mailing is an inexpensive marketing method that has a much better response rate than bulk email.  When email was first introduced to the public, bulk email was a great marketing strategy, but as spam filters were developed and email became so common, the rate of response from emailed messages dropped dramatically.  Now, businesses are scrambling to re-incorporate physical mail.  The least expensive and most likely to be read style of bulk mailing is the postcard. Recipients see all the content because there is no envelope, and businesses see a better response rate.  Here are some basic tips for creating a successful postcard marketing campaign.

Working with the Right Printer

Choosing a printer is not simply a matter of going to the local office supply store and ordering some prints.  Printers offer a range of products and services and a business must be careful to only work with a company that can provide the results they are looking for.  A beautifully designed postcard that has smeared edges and pixilation on the final print doesn’t look like a quality marketing piece.  Make sure that you always get samples in a printed format before authorising the final print job.

Choosing the Right Materials

Not only is the quality of the final print important, but so is the paper choice.  Budget will have a lot to do with the final options that are available, but the thicker the paper, the more likely it is that your postcard will remain in good condition right up until it is read by a consumer.  Also, choosing something a little different can help your postcard stand out from the crowd.  Most postcards are printed on a glossy or matte finished paper.  If you have a printer that can offer a satin finish, that can help your marketing materials stand out from the crowd.

Choosing the Design and Distribution Strategy

Design and distribution often go hand and hand.  While you want a design that properly represents your company, you also need something that appeals to the demographic of the area you are mailing to.  If the area you are mailing to is predominantly younger people, you will want to include more humour in your postcard design and they are okay with more visual stimulation.  An older crowd will respond better to a more elegant appearance.  Work with a graphic designer to create the best postcard design for your chosen demographic.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

A postcard is a postcard, right? Wrong! Your marketing campaign is only as good as the postcard you send out, and the postcard you send out is only going to be as good as the company you choose to develop, print, and mail it.

I recently met a woman who had a terrible experience with a well-known marketing company. They gave her a proof of what her postcard would look like, she approved it, and the postcard they sent had a major typographical error on the frong – a mistake that was made AFTER the proofing process. Sadly, had the woman in question researched the company a bit more she may have found that others have had similar bad experiences.

So what qualities should you look for in a good postcard vendor?

• Find out who is in charge, what level of training and experience the staff has, and how long the company has been in business. Is this an established organisation or a fly-by-night operation?
• Will the company you choose help design your postcard or will they only print the design you give them? An all-in-one printer will be more cost effective, so find another printer if they’re not willing to help with design.
• Does the postcard printing company you plan to work with offer mailing lists? Will they let you upload your own list for use during the mailing? Do they have options for helping you find new prospects?
• Will the company in question mail your postcards for you? Some do and others do not. It’s best to ask in advance.
• Clarify the pricing of the postcards. Ask if the price you are offered includes all of the design, colors, printing (on both sides) and postage. Will they give you a discount if you order a large supply of cards?
• Is the service you are considering easy to use? Can you go online and make changes or easily reach your representative by phone? If not, move on.

The right postcard vendor can make or break your postcard marketing campaign. Choose one that will offer high level of customer service without breaking the bank and you’ll be pleased with the results!

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

While it may seem insane to use offline marketing methods in today’s online world, I’ll maintain now and forever that postcard marketing is one of the most effective offline tools you can include in your marketing toolbox. Not only is postcard marketing incredibly affordable, but it allows you to reach a wide audience without drawing unwanted attention (such as that from your competitors). Here are a few other reasons why postcard marketing is so powerful:

• Tracking the results of a postcard marketing campaign is very easy. If you include a coupon or special offer, those who visit your office or store will have to give you the card. Those using the coupon to get a discount online may have to use a special code that was only on the postcard. You’ll be able to quickly and easily measure the response rate you received from your postcard mailing alone.

• It’s easy to test postcard mailings by sending them to a small test group before doing a mass mailing. There are not many advertising methods in which you can run a small test without losing a lot of money. After you run your test you can either make changes or move forward as planned.

• Postcards make it easy to deliver your message to your readers at first glance. They won’t have to open a newspaper or tear open an envelope to see your message. As soon as they take the postcard out of the mailbox they’ll be faced with your message and, hopefully, take action.

• Postcards give businesses a unique branding opportunity. Those who send regular postcard mailings usually build up a relatively good reputation in a short period of time, especially if they’re offering products or information that their audiences really need.

Postcards are convenient, easy to carry, and easy to keep track of. Combine these reasons with the cost effectiveness of a postcard mailing and you’ll quickly begin to see how easy it is to obtain results. Have you ever tried a postcard mailing? If not, I dare you to set one up this quarter. You’ll be amazed at the positive response you receive!

Sean

Sean McPheat

Marketing Consultant - Internet Marketing Consultant - Sales Expert

While it seems like everyone has access to the internet today, many don’t know where to look when it comes time to find a product or service they need. This is where you need get creative and use alternative forms of marketing to drive people to your website. One of the best forms of marketing is the postcard.

A well-designed postcard doesn’t need to be expensive to look professional and get your message across. It will, however, drive targeted traffic to your website, ensuring that your visitors are actually interested in what you have to offer. Here are five tips to keep in mind as you design your postcard marketing campaign.

Choose a Focused Mailing List

Don’t waste your time or money mailing postcards to everyone and everyone. Your best bet is to contact a mailing list broker who will in turn help you to identify your target market, whether they are customers of non-competing businesses, those in certain age ranges, or people with certain income levels.

Avoid Making a Sales Pitch

You have a very limited amount of space on your postcard. Use that space to highlight the most important features of your product and to encourage potential buyers to visit your website or even call you for more information. When designing postcards, you should be focused more on gaining new prospects and less on making an actual sale.

Use a Direct Approach

Your postcard is just that – a postcard. The moment someone sees it they will be reading your message, minus the hassle of tearing open an envelope. Keep your message short and sweet so that it makes a point without your reader feeling as though he has to search for more information.

Timing is Everything

Most people receive large quantities of mail on Mondays. Therefore, if your postcard arrives on Monday it will probably hit the trash pile without a second glance. Try to time your mailings so that your postcards arrive on either Tuesday or Wednesday, which are notorious for being lighter mail days.

Printing on a Budget

As mentioned before, you don’t have to spend thousands of dollars designing your postcard mailing campaign. You could even print your own postcards from your home computer, though having a printer do them for you will only cost a bit more (and you’d probably break even considering you won’t have to buy more printer ink). Keep it simple – a short message, simple graphics, and one or two colors is enough to get your point across. Save the flowing graphics, full-color cards, and extravagant printing for a future project!

Keep these tips in mind as you develop your next postcard marketing plan and you’ll be surprised at the results you achieve. You’ll experience a higher response level within a shorter period of time – guaranteed!

Have fun designing your postcards!

Sean

Sean McPheat