How to make a postcard campaign work

At a ‘Power Breakfast’ this morning I gave some tips away about how to design a postcard marketing campaign with marketing in mind.

In today’s world it’s not enough to design a pretty postcard and send it out to lots of people to see if any of them will buy from you.  Here are six of various factors that need to come into play:

First, assess your target market. Are you sending your postcard to the right people? Don’t waste your precious marketing material on the wrong kinds of business or individuals.

Second, how are you going to get a return from your campaign? The take-up rate for mail-outs is usually 0.5% – will that be enough? Is it cost effective? Would you like to capture your potential clients’ details so you can communicate with them later?

Third, when putting together a postcard campaign, consider these other elements. Do you have a good call to action your prospective clients will react to? Do you have something of value to offer them that they can’t refuse, but doesn’t quite give them everything? Do you have a method of collecting names and emails into a database for later use?

Fourth, if you have a website, could you set up a ‘landing page’ specifically for this postcard campaign? This is a stand-alone webpage that re-emphasises the information on your postcard, provides a large telephone number for contact, and displays a sign-up form to download a special incentive or free gift as part of your call to action. Its main purpose is to capture their details or get them to call you to find out more.

Fifth, the postcard itself will have to use the AIDA marketing technique, which consists of a catchy yet relevant headline to draw attention to the main message, bullet points of your benefits (not features) that are in the customer’s interest, a call to action by offering a juicy incentive, and clear and large contact details. A bright and colourful picture will help too.

Sixth, once you’ve got their email details, then you can use them to set up a relationship with them through an e-newsletter. It is quite normal to have to contact prospective clients several times in many formats before they come round to buying from you. Keeping regular updates on how your company is doing, any new products/concepts/services/etc on offer, crowing about any successes or achievements, testimonials from satisfied clients, descriptions of how you overcame particular problems and what results it had – the list is endless as long as it’s relevant, readable and entertaining. Make sure your prospective clients will read and look forward to the next issue, and if you include more call to actions within your posts, you will eventually get more sales.

If you want to know more, I will setting up a series of e-books based on combining design with marketing (or marketing with design – take your choice) which will explain this in more detail. Watch this space. Meanwhile, visit my website and join up to my newsletter to find out more about what I do.

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5 thoughts on “How to make a postcard campaign work

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