Using Postcards As A Marketing Tool
Most people associate postcards with holidays, however many businesses are realising the value of postcards as a marketing tool.
Given the fact that most businesses are presented with limited budgets and resources, it has become even more important to utilise high-impact but low cost methods to target potential customers. One of the most common methods has been direct mail, predominately using letters to communicate. However, these often require the customer to open an envelope and then to read the letter. On the other hand postcard campaigns capitalise on the saying ‘a picture speaks a thousand words' and are therefore a highly visual way to get a message across to customers.
Broadly speaking there tend to be two different approaches to a postcard campaign and the most appropriate obviously depends on the business objectives and the target audience:
Teaser campaigns reveal little about the business or its products and services, but leave the reader questioning who sent the postcard and what the message was. In order to maximise the visual impact of the postcard, abstract images, pieces of a jigsaw or even a photograph of the product or service are used often with a caption, but no further information. This may then be followed up with another postcard revealing additional details, or the postcard may simply list the business website for readers to actively seek out further information.
Alternatively, businesses may elect a more informative approach by explaining their product or revealing certain details. However, the most effective campaigns should stimulate the customer to action and this generally works by leaving some element of mystery within the postcard, making them want to find out further details.
When designing postcards there are a few factors which should be taken into consideration:
- Keep it concise. The purpose of the postcard is to create customer interest, this means keeping messages as simple as possible. Instead of explaining all the details, provide a small amount of teaser information and leave the reader wanting to know more. If applicable, make sure that relevant contact information - whether this be the business name, website or address - is available so that they can find out more.
- Postcard campaigns rely on the visual impact that they provide to readers therefore take the time to carefully consider which images and headlines are most likely to grab their attention.
- Carefully consider and review the mailing list. Setting specific guidelines such as targeting everyone within a specific area, or households with certain characteristics will help to keep the mailing costs down, without compromising on the overall result.
- Finally, ensure that the postcard is printed on a suitable card - 400gsm is a popular choice.
Questions and Answers
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