Direct Mail Post Cards

For many businesses, their biggest expenditures involve advertising.  With the economy getting tighter and consumers likely to hang onto their money, until they find the perfect deal, the sales pitch has to be perfect.  When vying for customers,  successful businessperson’s know that their interest must be peaked to the point of checking out this fabulous deal.  Today, business owners are learning that the most expensive ad campaigns are not necessarily the most effective. As one of the most cost-effective advertising methods, you need to know how to make direct marketing postcards work for your business.

What are Direct Marketing Postcards?

First, you need to understand what direct marketing postcards are, in order to understand how they can bring you potential customers.  If you have a mailbox, you have received some sort of postcard advertisement.  For example, the popular pizza chains send out direct marketing postcards.  These cards really work to bring in more business, because the postcard is actually cut apart coupons for discounts on various types and sizes of pizza pies.

Some recipients will not be a fan of pizza, and the postcard will hit the garbage can, along with the other junk mail.  But, the majority of potential consumers will keep the card.  Even if they don’t want pizza today, they will hang onto the postcard to use in the future.  Others will see the coupons on the postcard and have the great idea to change the menu for the evening and order pizza instead.

Car dealerships are another excellent example of a business that utilizes direct marketing postcards.  You might receive a postcard in the mail letting you know that they will give you cash for a down payment, even if you have to push or pull your old clunker onto the lot.  “Cash for Clunkers” is usually in big and bold print.  Most recipients can’t help but see the advertisement, before they have a chance to throw the postcard in the trash.

Another tactic used by car dealerships is the flexible key that is taped to the front of the postcard. Now, that is hard to miss!  The ad lets the mail recipient know that their key might fit into the lock of a brand new car.  Now what can be more tempting than just stopping by the dealership, in order to test the key out, on the way home from work tomorrow?  It won’t be too far out of the way, and what if you are the lucky one.

Of course the whole idea is to get you on the car lot.  If your key doesn’t fit, the dealer will be glad to show you some different cars, as long as you are already there.  Since direct mail postcards are one of the cheapest forms of advertising, the campaign will essentially pay for itself if only one or two cars find new owners.  Even with the potential buyers that walk away, there is a good chance they will go home and contemplate the purchase of a new vehicle.  Some will come back, even after the ad campaign has concluded.

How Direct Marketing Postcards can Work for You

Any business can benefits from direct marketing postcards, if they can come up with an ad campaign that will immediately attract the attention of mail recipients.  Since people tend to toss junk mail, it needs to be something that stands out.  The postcard needs to attract attention within the first few seconds, so the individual will take a second look.  You want them to see what service or product you have that they need.

In addition, you need to give the potential customer the incentive to come to your business, because you have a deal that is so good.  The potential customer just can’t afford to pass it up.

For example, computer companies run ad campaigns, including direct mail postcards, all of the time.  But, because the computer is fairly expensive, they entice the consumer by offering free programs, a free printer, or some other pricey accessory.  When an individual feels like they are offered a deal that simply can’t be ignored, they are more likely to purchase the product.

You can do the same thing.  Whether you offer a product, service, or both, you can give a potential client something he/she simply can’t refuse.  It’s a money-saving deal that doesn’t come around very often.  If the consumer misses this opportunity, who knows when something this good will come around again?

In short, if you have an advertising executive on hand, you may want to brainstorm on a new ad campaign using direct marketing postcards. If not, you may want to hire a professional to help you. Postcards are one of the cheapest forms of advertising, with generally the biggest return on your investment.  But, you need to entice the consumer and offer them a good deal at a glance, before the card is mistaken for junk mail.