Postcard Critique

[Davena]

I am sending 700 postcards to targeted developments with older, wealthy clients sent first class mail and addressed to the resident (not occupant) unless undeliverable. That's why I went heavy on the in home training and delivery services. Plus I think I added value to the postcard by stating "with this postcard". They are glossy, heavyweight cards with Grayscale backside. Around here 700 homes is a lot of territory. Next I am going to target the businesses. Any suggestions to better them?

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[callthatgirl]

I did the same thing a couple of years ago, I got one call, didn't make my money back on it. I did the rich neighborhood with a mix of commercial and residential.

Mine was $345, barely squeeked out $300 I think. I crossed it off the list for now. Probably forever.

Let us know how it works!

 

[Alan22]

The thing with any advertising campaign is that it needs to be ongoing. You can't do an advertisement one time and expect great results from it, especially when it's a mailer.

What do you do with ads you get in the mail? Most I don't ever read, they go straight to the shredder. The only time I'll happen to read an ad received in the mail is if I'm having that particular issue at the moment. But, I have never called a company from an ad received this way.

I think maybe a better idea is to get involved with one of those mailer companies that send out coupon books or index card size ads in an envelope. Those I tend to look through, mainly for restaurant coupons, but at least all the ads get looked at. But, again, the ones I don't want get tossed.

 

[cmonova]

What you need to do prior to sending them out is getting some sort of e-mail capture on your site like Constant Contact or Aweber etc. Say out of those 700 postcards 250 of them go to your site hopefully more. But, if you have nothing on your site for them to sign up they are possible lost customers.

Why not have something on there so they can sign up for a newsletter or something to make it worthwhile for them.

 

[kagman]

Personally i was thinking of looking into ads that you can put on the back of sales receipts like in a grocery store. By me we have Waldbaums supermarket and on the back of the receipts you have lots of local stores advertising there services and stuff.

But if i toss out that paper, then i assume everybody else dose. Figured that would be a waste of money..

 

[Xander]

Personally i was thinking of looking into ads that you can put on the back of sales receipts like in a grocery store. By me we have Waldbaums supermarket and on the back of the receipts you have lots of local stores advertising there services and stuff.

But if i toss out that paper, then i assume everybody else dose. Figured that would be a waste of money..

I do. Can't remember the last time I looked at one. FWIW.

 

[LukeD]

I am sending 700 postcards to targeted developments with older, wealthy clients sent first class mail and addressed to the resident (not occupant) unless undeliverable. That's why I went heavy on the in home training and delivery services. Plus I think I added value to the postcard by stating "with this postcard". They are glossy, heavyweight cards with Grayscale backside. Around here 700 homes is a lot of territory. Next I am going to target the businesses. Any suggestions to better them?

Front:


Back:

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OhioTech, below is very constructive criticism, I am offering my advice and in no way am I trying to put your hard work down, with that said;

You need a "Call to action" on the front of your card, you have to have a headline that grabs their attention and makes them read the next line and so on. You have 1-3 seconds to keep them from throwing it away and reading the first line, then another 1 second for the next and next, Example

"Computer Problems?"
"Not sure who to call?"
"We can help you!"
"The longer you wait the worse it could get"
"Call 330-385-4115"
"Experts in; Virus removal, networing, blah blah, blah"
"Website www.stowerscomputerservices.com"

you get the idea

The back needs to have a more compelling offer, a reason for them to keep it if they don't need your help now, what you have IMHO is not enough, I would ditch it and use something like "Get out of computer trouble free! This card entitles you to 15 minutes of free phone support, if we determine that your problem can’t be fixed over the phone then we will pick it up free of charge. You give them a taste and if they love it they come back for more, of course you have to make sure they don't keep getting free tastes but make that clear up this is a promotional offer.

Keep in mind that one of the most important things in marketing is to get this message into the hands of your target market. The more focused and specific that demograhic is the better. Carpet bombing half the city in post cards is not going to work, nor is entire neighborhoods, unless they all have 1-3 computers, income of $35-100k, busy soccor mom and CPA dad, likes to shop at local organic market, etc, etc.

You should read Guerilla marketing by Jay Levinson, I promise you it will change the way you market your business, if you are dead set on doing a postcard then do something like above, everyone does it like you have it now.

Other good reads; I have just finished reading "Branding for Dummies", it is the third branding book I have read and one of the best so far. Also, "Mobile Marketing" by Cindy Krum has some useful marketing ideas.

You can be the best tech in the universe but if no one knows it you're broke. The only way they are going to know it is by how good your marketing is.

Luke

 

[LukeD]

Personally i was thinking of looking into ads that you can put on the back of sales receipts like in a grocery store. By me we have Waldbaums supermarket and on the back of the receipts you have lots of local stores advertising there services and stuff.

But if i toss out that paper, then i assume everybody else dose. Figured that would be a waste of money..

Here is the issue with this. Some one who is trying to drum up business is looking for all the ways they can do it and what it costs. Your mind is in advirtising mode and so you see all the advirtising out there, you're looking for it. the problem is you have to think like a consumer/buyer and where they look, something as simple as asking anyone you know if they look on the back of their reciepts for deals will give you immediate feedback. IMO very few do and the ones that do are not the best clients.

 

[Davena]

Wow! Great feedback, very insightful. Figured the first time out I would make some errors, but taking the sound advice giving above -the next targeted batch will be on the mark. So much goes into marketing a business correctly.

I signed up for the newsletters for Duct tape marketing and I will read Guerrilla Marketing ASAP. I thank Bryce and crew at least once a week for saving my bacon.