10 ways to maximise your postcard marketing

Postcards

With all the activity around digital marketing, don’t overlook the tried-and-tested charm of printed postcards! Low cost and with a higher ‘read rate’ than other print marketing due to ease of skim-reading, and their arriving envelope-free and with a speedy turnaround, here’s how to use postcards to successfully market your business:

postcard marketing1.    Plan your approach well ahead and establish the distinct purpose of your postcard marketing campaign. The bigger the concept, the better to stand out from the crowd.

2.    Eye-catching designs work best – aim to include high-quality photographs or unusual graphics, fonts and colours. Make sure your photographs are the correct resolution for the size of the postcard, and that your images are uncrowded, and cleanly presented.

3.    We’ve all tried to squeeze ‘one last thing’ onto a gleeful, personal postcard, but for the professional touch, aim to keep your message brief. Particularly with image-dominant designs, a good rule of thumb is that if a word can be left out – it should be.

4.    Use simple, snappy headlines. A short message is more likely to be read and avoids confusing information. You don’t need to include all you know; so long as there are adequate contact methods supplied it is best to focus on spiking interest and generating leads.

5.    Postcards are excellent at conveying timely information. Be it a seasonal event, customer reminder or an offer with a deadline, factor this into your postcard for the best results.

6.    With two sides to the postcard medium, decide how you want to use both. The address side could be used for additional information or left blank for the customer to write and use. The alternate side should be bright, bold and captivating.

7.    Be versatile.  Postcards can have many uses, from coupons and vouchers to offers and even event tickets.

8.    Choose full-colour, high-quality printing with a high-gloss finish. These make the best impression, and innovated technology has substantially reduced costs.

9.    Outsize cards are more distinctive and set your postcard apart from other print marketing. There is also more space for information, a location map, detachable section or to print your message BIGGER and CLEARER.

10. Never forget your call to action. Give customers a solid reason to act directly; an offer with a deadline or fast-action bonus for the first however many respondents, for example.

Capitalize on the Nostalgia Craze

Postcards

Nostalgia is everywhere, and the biggest businesses are all harnessing the trend. American journalist Bob Greene once wrote that “There will probably never be a nostalgia craze for the ‘70s”; one glance at a high street clothes shop, with their flares, cords and paisley prints refutes this wholesale.Postcard marketing

The past will always be remembered fondly; why not utilise it? Here’s how to make the trend work for your business through postcard marketing.

Renovate

Finding a long-forgotten object or photograph can feel transcendental. Our experiences make us, and the chance to relive a happy one is always welcomed. People pay to experience not the past as it happened – but as it is remembered: the ‘golden days’ of youth and discovery.

Whether you are holding a tea dance for young people or releasing a cutting-edge product in a vintage design, the recipe is simple: take something classic and give it something new. With a jolt of familiarity, you will capture target audience attention, while the promise of modern features an added bonus.

On your postcards, try experimenting with retro fonts, photographs and images.

Reinvigorate

Even the most progressive have caught themselves pining for simpler times. Whatever our age, there is always an era we look back on warmly.

This is usually the years between childhood and adulthood; ‘millennials’, those born between 1980 and the early 2000s), for example, are nostalgic about boy bands and Pokémon just as the previous generation (X) look back fondly at Seinfeld and Slinkys. Mediapost.com explains: “They miss the time when everything was easy, when they felt safe and secure. In particular, they pine for their adolescent years, and want to be emotionally transported back to that time.”

When trying to invoke these sentiments in customers, consider the age of your target audience. Referencing a bygone item or custom on your postcard establishes a shared experience, and draws the customer closer.

Revive

If the feature you hit upon is long gone, it can always be brought to life. Do not be put off if you haven’t heard of a similar revival – there is a first time for everything! Every day is a chance to profit from the past.

Will you step back in time in your printed marketing campaign? Try wooing your target audience with a retro leaflet or vintage postcard form Omniprint this summer.