Things to Avoid When Marketing with Postcards
Things to Avoid When Marketing with Postcards
Postcards are considered as among the most effective and inexpensive tools for marketing purposes. Promoting a brand, products or services with these prints are easy. The prints are versatile when it comes to designs, specifications and even mailing. However, not all got successful with postcard printing and marketing. Some have spent more money than others or have designed spectacular prints but still failed. Here are few reasons why these known effective tools could sometimes fail:
Mistakes to Avoid in Direct Marketing Postcard Prints
* Targeting the wrong audience. Sending your prints to the wrong group of people is wasting money and time. For example, you can't possibly get a response from single women using printed postcards about pregnancy and baby care. In this case, you need to target people who would be interested in the products or services that you are advertising. Creating a targeted mailing list would be the best solution.
* Investing so much money on post card printing. Expensive prints doesn't equate to successful campaign. There are lots of printing companies out there offering affordable but quality printing services.
* Sending only a single batch of prints. Repetition is the key for easy recall. Thus, you should not be contented with a single batch of prints. Instead, plan a campaign that includes printing and mailing two or three batches of prints - possibly with varying designs but related theme and message.
* Use of generic prints. The advantage of printing these materials is the fact that people are used to receiving them on a personal level. Unlike other mailed advertising, people don't regard them as prints that are all about selling propositions. Take advantage of this fact by personalizing your campaign. You can hand-written a simple message at a corner in your prints.
* Paying less attention to mailing steps. Before mailing out those prints, be sure to check whether the arrival dates would coincide with a holiday or the weekend. Marketers have proven that mailed marketing materials that have arrived beyond the Monday to Friday schedule to be less effective.
* Trying to close sales using the print. Never attempt to use your business postcards as a material for sales pitch. Remember that what makes these prints effective is because people consider them to be personal. Words like buy now, order now or subscribe now would make the prints less effective in persuading people to get to know more about your products, services or the business as a whole.
* Unfocused message and ineffective headlines and images. Give enough attention to the images and headline that you are going to use in your printed material. Use images that the recipients can relate to and those that serve as a graphic representation of your theme and content. Attention-grabbing headline along with interesting photos are great for creating interest and persuading people to read. Make sure that your marketing message is focused and not confusing.
* No or incomplete contact information. After you have persuaded the reader to read the entire print, your next goal should be to make them want to know more. You should include a call to action that is simple yet strong and effective like "Call us now to know more about this product and the discount offers included!" Next to that, you should tell people how they can reach or contact you. Including complete contact information such as address, phone numbers, web address, and email address is important. You can also include a tear-off portion that doubles as business cards that they can keep for further contact reference. You get handy cheap business cards.
* Failure to proofread before printing. Nothing is more embarrassing than handing out perfectly-designed prints only to find out that there are grammatical or spelling errors in the headline or content. Be sure to proofread before submitting for printing. Just like posters, printed post cards with grammatically wrong headlines are a big turn-off among critical readers.
Mistakes, small or big, have impact on how successful your marketing campaign can be. Be sure to avoid the pitfalls of those who have spent huge amount of money with printing postcards only to get disappointing results. The tips above could serve as your guide to avoid a flop in a campaign that could have been great.
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