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Electronic newsletters, Automated e-mail,
Interactive web sites...With so many
"high-tech" marketing weapons available to
business owners today, why would anyone
consider using the lowly postcard?
Quite simply... because it works!
Postcards are a staple of direct marketing
because they're economical, flexible and
highly effective. They are indisputably the
most inexpensive targeted marketing strategy
available. Whatever your mission - to
advertise, invite, brand, remind, promote or
sell - postcard marketing will get the job
done simply and affordable.
Why are they so valuable? Here are 6 primary
reasons:
1. Cost-effective
For as little as a few hundred dollars, you
can reach thousands of prospects and clients
with multiple "touches". No other marketing
vehicle offers this level of reach for such a
small investment. My last postcard print
order totaled less than $400 for 4,000 cards
(2-color, 5-1/2" x 8-1/2").
2. Extremely personal
Don't you feel like you're talking with
someone when you read a postcard? A postcard
allows you as a business owner to get close
to your prospect and communicate in a
friendly, social environment.
3. High readership
The Postal Service suggests that postcards
are more than six times as likely to be read
as compared with direct mail letters - 94%
versus 14%. They don't have to be opened and
you can add colors and graphics to quickly
get your reader's attention. And they don't
face spam filters like your e-mails do.
4. Versatile
With numerous options available to you
regarding size and layout, you can design a
card for virtually any purpose. Invitations,
marketing messages, special sales,
announcements, upcoming events, even
mini-newsletters - all can effectively be
accomplished with postcards.
5. Easily work with other marketing
weapons
Postcards are a tremendous tool in tandem
with other marketing activities. As an
introduction before an e-mail or telephone
call, or as a follow-up reinforcement after,
they get attention. Properly designed
postcards usually are the most remembered
component when multiple marketing weapons are
used.
6. Easy to track
The use of a special code or PURL on the card
or a message included requesting the
recipient to return it for value make
postcard campaigns simple and easy to track.
Leads and sales generated can easily be
identified to determine the ROI for every
mailing.
Postcards of course don't guarantee marketing
success. You've got to make good choices
regarding the list, paper stock and size,
colors, graphics, layout and copy. However,
with careful planning and strategy, postcards
can definitely increase your prospect and
customer base, along with your profits.
by Larry Baltz
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