Tuesday, September 05, 2006

Postcard Marketing

Have you priced display advertising or Yellow Pages listings? They can add up to big money in a hurry. What's worse: if you decide to spend your hard-earned cash on them, there's no guarantee that you'll get any response.

Martha Retallick (“The Passionate Postcarder”) found a way around this dilemma by using color postcards. They've been an essential part of my her marketing toolkit for eight years, and they've brought thousands of dollars worth of business to her Web and graphic design studio in Tucson, Arizona.

The Top 10 Advantages of Using Postcards

1. Postcard marketing is affordable, even for the smallest of studios.

2. Your competition doesn't know it. But they'll sure know it if you're advertising in the newspaper!

3. It's easy to track your results. Your card can tell recipients to bring the card to the clients-only party at your studio. Or, if you're a musical designer, your postcard can ask recipients to use a special ordering code when purchasing your latest CD via your website.

4. Postcards are versatile. In a single mailing, you can seek business from prospective clients, and solicit repeat business from existing clients. Better yet, a postcard isn't just something to send through the mail. You can use postcards as oversized business cards, newsletters and mini-information sheets.

5. Your postcards can "brand" you and your studio in ways that most marketing materials cannot. If you start and stick to a regular postcard mailing program, you and your studio will gain quite a reputation, perhaps even a little notoriety.

6. Testing an offer with postcards is easy. Just send your card to a small group of people and see how many of them respond. If you're satisfied with the results, then roll out a bigger mailing.

7. Postcards don't waste people's time - they don't even have to open an envelope to see your artwork or read your message.

8. Postcards don't take up a lot of space. Your clients can carry them in their shirt pockets, or carry them in their pocketbooks, for that matter. Hey, some of them might even create a postcard display on their refrigerator door!

9. Postcards are inexpensive to print.

10. Postcards are easy to redeem. If you're asking your customers to bring your postcard to that clients-only party at your studio, all they have to do is show up with the card.

After all it doesn’t kill to try this method, does it?..


Blogger Professor Melis said...

Thanks Ruthy!

What made you pick this article to cover? I'm curious whether you've used postcards as a design/marketing strategy before.

3:24 PM  
Blogger Ruthy said...

Rachel, I found this article interesting because I had never heard of someone using postcards as a marketing tool. I have never used this strategy before, but I wouldn't mind doing it at least once to see what kind of responses/input I get back from people.

It also reminded me of the postcards that I received from other students while I was taking your book arts class last semester.

1:48 PM  

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