Let’s face it, there is so much a postcard can’t do for you. It can’t show the depth and breadth of your product. It can’t create a shopping or browsing experience. And it won’t make your morning coffee. But a postcard is still a mighty marketing tool that you should consider adding to your marketing mix.
Here’s why.
Postcards provide great testing opportunities.
Head-to-head, in-market testing can be efficient and productive with postcards. Testing product introductions, offers or creative ideas can be lower-risk and more cost efficient than doing so with a multipage catalog or website overhaul. Use postcards to dip your toe into new waters, test and learn from your customers without breaking the bank.
Postcards say “hey, over here!”
It’s true. Sending a postcard tells your customer, “this is so darn exciting we didn’t want to cover it with an envelope.” There is a sense of immediacy, and often an inherent sense that there is a deal. Postcards are purposeful, and drive a transaction.
Postcards support your other marketing efforts.
Consider using postcards in support of a larger marketing push or campaign. In today’s marketing environment, we need to reach our customers where they are, and when they are in consideration mode. That’s in the store, online and in their mailbox. A postcard is an efficient and effective additional tap on the shoulder.
So how can you create a postcard that provides marketing intelligence for your business, gets your message across and delivers a great ROI? Start by recognizing you have less than half a second to get your customer’s attention. Then consider these few guiding principles to keep in mind.
Be disruptive.
Let’s assume people want to throw postcards away when they’re going through the mail. In this busy world in which simplicity is craved, people want to get rid of stuff to avoid more clutter. So, a postcard must be disruptive. It must tickle their brain, leave an immediate impression, create curiosity. Use humor. Be provocative. Push the boundaries a little, creatively.
Be obvious.
For the nanosecond your customer looks at your postcard, you’ll want them to know who it’s from (you), what’s in it for them and what you want them to do. So, while you’re pushing those creative boundaries, be true to your brand, and be overt in your announcement. Don’t make your customer do any work. The beauty of the postcard is in the quick read, so don’t ask them to hunt for your message. And consider an oversized format to create real impact in the mailbox.
Be singular.
Make your offer simple and your message single-focused. Include one easy-to-understand, simple offer message. Try to avoid too much copy or multiple visuals that might distract the reader or dilute your message.
Postcards are not always the right solution. But done well, for the right purpose, they can be a very powerful tool in your marketing arsenal.
Want to learn more about leveraging the power of postcards? Send me a note at micheled@jschmid.com.
Tags: direct mail, marketing strategy, Michele Drohan, postcards, Power of Print