[Sometimes your advertising campaign could use a simple, inexpensive shot in the arm. The mailing of targeted and strategic direct mail postcards can be just what the marketing doctor ordered.
A postcard can easily attract the attention of your target audience. If designed right, postcards can break through the clutter and deliver to your target a very simple and impactful message. Here are our Five Rules of effective postcards that we have developed and used successfully for our clients.
1. Keep Them Simple
Effective postcards must grab your target’s attention. The headline and main visual are your greatest potential attention-grabbers. Keep your message short, sweet and to the point. And be sure to deliver the benefit to your reader in five seconds or less.
2. Make Them Timely
A real advantage of using postcards is that they are fast and easy to produce and distribute. Postcards are most effective when you have a message of timing, such as a product launch, grand opening, special offer or other similar time-sensitive promotion or announcement.
3. Use Your Real Estate Wisely
We have found that oversized postcards with two sides work the best. On the main side, we suggest using the same tactics as when creating a print ad. You need to deliver a relevant and attention-grabbing message quickly. Use the other side (the mailing side) to provide more details to support your claim and induce the action you want. Remember, keep it brief. You don’t want to cram your postcard with more copy than is needed.
4. Maintain Your Brand
Your company brand is your lifeblood. Be sure to maintain its integrity in your creative messaging. Sure, it’s “just a postcard.” But the look and message you create is a direct reflection of your company and its brand.
5. Think Big
We always recommend oversized postcards (6”³ x 9”³ or larger) to get your piece noticed and make your brand feel big. One of the advantages of postcards is that they don’t come in an envelope. So not only does the large size grab attention, your creative message hits your target right in the face.
Postcards…We see them as simple, fast, inexpensive marketing powerhouses. Do them right and the results will put a smile on your face!
Until next month…
