Making Postcard Marketing Campaigns Work

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By David Tillinger | Published 04/8/2008 | Direct Mail | Rating:

David Tillinger

David Tillinger is the Corporate Counsel for Digital Room, Inc.. In addition to his legal duties, Mr. Tillinger took over the company's primary blog and management of the company's website content. He currently splits his time between legal work and internet authorship Mr. Tillinger has blogs at http://blog.uprinting.com and http://blog.mesrianilaw.com

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Postcard advertising is one of the most efficient and cost effective forms of advertising that a company can use to get information out to potential clients. However it is not enough to just have a plan to send out postcards to make a postcard campaign work for you. You need an integrated plan for your business which incorporates the postcard campaign and has the mechanisms in place to handle the results you are seeking from the campaign.

Plan Ahead. There is considerable work to be done before you send your cards out. First of all, you need to determine what your goals are with the campaign. Then, with those goals in mind, you need to design a card which will help you reach those goals. You need to make sure that the cards you are sending fit into what you are trying to do with your business.

Free Consultation is Not Enough. It is not simply enough to offer a free consultation as the primary draw of your postcard. The practical reality of modern real estate is that EVERYONE offers a free consultation, so consumers know that no matter where they go, they’ll get one. You need to offer something more than the free consultation and something desirable to potential customers to get their attention.

Build a Strong Website. The internet has become the primary source of information for the majority of the people you are seeking to reach. People have become accustomed to going to the internet to look up information. To that end, you want to build a strong website which is not only a sales site, but an information resource as well. If you are using your card to lead people to your site to make orders or to contact you, you’d better be sure that there is also a considerable amount of information on the site as well. Not only does this make your site a resource to potential customers, but well written information articles are a great way to show those customers your expertise and knowledge.

Postcards = Business Cards. Don’t forget that one of the primary reasons to use postcards is to get your information out to a large number of people at the same time. You want to treat your postcard mailings as being similar to giving out your business card, albeit you’re giving it out to thousands of people at once. So aside from your promotional information, you want to make sure that you’ve provided ample contact information so that customers can contact you either in response to your promotional offer or down the line in the event that they wish to do business later.

After the Campaign. Just because the Campaign is done, it doesn’t mean the work is done. You need to look at your results and take stock of what worked and what didn’t. You need to keep working on your website and card content to make sure you are making the best possible presentation for your potential customers. And most of all, you need to keep thinking and planning on how to make your advertising plan the best it can be.