Although postcards are perfect for direct mail campaigns in Canada, they can also be used in a variety of ways to meet your marketing needs. Because consumers are more likely to at least skim them than an email blast they didn’t actively subscribe to, businesses can use postcards to test and measure personalized marketing campaigns without having to worry about the competition copying the promotion. What are the best creative uses for this quintessential marketing tool? Here are three ideas for marketing using postcards:
1. Appreciation and thank you.
Customers, like all of us, enjoy a good “thank you”. These personal touches help engage them a few months after your sale. Offer a branded token gift with their next purchase, an exclusive discount, an invitation to an appreciation event, or a birthday promotion. Customers who already had a good experience or made a purchase will likely visit again. Just be sure to show them that you truly appreciate them with eye-catching art, as marketing using postcards can provide added benefit if the images are attention-getting and good looking.
2. Point of sale.
Knowing your target audience can help you create collectable postcards that make for fun giveaways at the point of sale. Customers can send them to friends, collect them in books, or even frame them for display. In this case, using a smaller logo and focusing on creating a unique series of designs that incorporates your brand image is best. Think of it as an interesting conversation starter that could get sent to friends and family. If you do retail you can slide these into shopping bags, or if you have a restaurant, you could attach the bill to an attractive postcard before dropping it off at the customers’ table.
3. In-person giveaways.
Whether you are at a community or industry event, passing out cards that have buy-one-get-one-free or bring-a-friend-to-the-store offers can help draw new crowds to your store. This is a great opportunity to drum up excitement about announcements such as a grand opening, new product launch, or limited time offers.
Whichever method you choose, remember to take advantage of the opportunity to measure the effectiveness of each campaign. Ask customers to bring in their postcards to redeem each offer and calculate the percent of cards returned. You want to see what kind of effect marketing using postcards is having on your business before you launch your next campaign.