Does Post Card Advertising Really Work?

Home
>
Advertising
>
Does Post Card Advertising Really Work?

Does Post Card Advertising Really Work?

You've decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses. You like the idea because it seems easy to do and economical. However, you've never tried this before so you question whether this method will bring you customers.

Let me say this first, "All Forms of Advertising Work!" However, you have to clearly understand how the advertising medium works and realize that each form has it's limitations along with costs associated with it.

At this time, I also I need to dispel a myth that has been around for as long as there has been printed advertising. Many, many business people believe that if they do a 1 time mass mailing it should be a slam dunk in sales.

Let me be the first to say. "With over 36 years of selling to the public, it simply doesn't work that way!" If you plan on being in business longer than 1 day, then you must continually advertise to keep the clientele coming to you.

Advertising in any medium has always been about repetition and getting your name remembered. It's called "Branding". Study businesses that use television commercials. They are constantly repeating their business message 1000's of times a day. They are the best free examples to watch and learn from.

So for your business, you can conclude that the more your prospects see your name or message repeated, the easier it is for them to get to know you and what you offer. Then it becomes an easier task to get them to buy from you.

So How Does Post Card Advertising Work?

You create an ad on a Post card. This can be done in your favorite graphics or word program. Then use the mail merge feature in the program to insert mailing addresses automatically. In case you haven't setup your address book you would need to do this before you do a mail merge.

Print out the cards, stamp them and then mail them out. If done correctly and repeated over and over again your customer base will grow. This is the simple mechanics of post card advertising.

So Where Do I Get Good Addresses From?

Before you can get good addresses, you must first know who it is you are wanting to target before you do your mail out. You wouldn't offer gun sales to anti-gun activists or religious material to a group of Atheists, now would you?

First, go to the large search engines and do some research to find out who uses your type of product and/or services. Once you uncover who they are, you then know who your target market will be.

As a side note, there are companies that do sell mailing lists that contain groups of people, organizations and businesses. It is all gathered and cataloged and based on personal interests and/or work related. You can buy these mailing lists or start your own.

Secondly you have to determine how often you will be sending your post cards out. The amount of times you repeat your message, to those you target, will determine how well they remember you. Let me show you how I am targeted by companies that I do business with and that get my attention as well as my order.

Example:

ImpactYourArea.com is targeted by companies that make promotional products. Everyday I receive something in the mail from some company. It could be product announcements, new product samples, promotions and/or valuable insight to generating more sales.

Some companies send me information at least once a month. Others 4 times a year. Then there are those companies that send me something only once a year.

Of those three company types which do you think I remember more? It would be those that send me something once a month.

From this example it should be clear that getting your message out repeatedly and often is how your prospects are going to remember you, your product and/or services.

So What Are The Limitations With Post Card Advertising?

Let's say you plan to send out 5000 post cards in a one time mailing. If you are targeting prospects that use your type of service or product, then statistically you should draw 1-2% in responses. Meaning that roughly 50 people may show some interest.

That doesn't necessarily mean you have converted the prospect into a buyer. It only means they have shown an interest in your offer and are willing to take it to the next step.

The next step, for them, is to find out a little bit more about your offer. These are your "Tire Kickers". Of those that responded your chance of converting them is also 1-2%.

So your chances of converting prospect to buyer, from your 1 time mail out could be 4-6 buyers from your original 5000 post card mail out.

Now most would say that the campaign was a failure. However, by the way this medium works it was right on target.

So How Do You Increase Response Rate?

Instead of sending out a 1 time mass mailing of 5000 post cards, consider sending out a smaller amount and do it in monthly increments. Repeat the mail out process once a month for 12-24 months.

So How Much Should You Send Out?

I would start small and build from that. This gives you the ability to spend a little at a time while measuring how each mail out converted. This keeps your advertising costs down and manageable.

Start with 500 post cards a month. Only target prospects you know that would use your product and/or services. Then I would repeat the mail out to the same group over the next 1-2 years.

Even if they do not buy the first or second time after they've received your card, they are beginning to get to know you and your product and/or services. As time goes by your chances of converting them to a buyer increases. There is also a good chance that those you target may pass your offer onto someone else.

In conclusion, never allow the idea that advertising once will be the solution to gaining repeat business. Don't forget that post card advertising does work if you learn how to do it right and you repeat the process over and over.

About the Author: Woody Quiñones has been selling to the public since the age of 10. With over 36 years of marketing experience he has started several businesses with little or no money. Including his popular website, http://www.ImpactYourArea.com Woody is also an Authorized Kaeser & Blair Dealer, a published online writer, a licensed and certified locksmith of 17 years and can be located on numerous online business forums.

In The News:

Yahoo! News: Top Stories

Gaza civilian toll rises; diplomats seek truce (AP)

AP - GAZA CITY, Gaza Â— Israel ignored mounting international calls for a cease-fire Monday and said it won't stop its crippling 10-day assault until "peace and tranquility" are achieved in southern Israeli towns in the line of Palestinian rocket fire.

Obama's intel picks short on direct experience (AP)

AP - President-elect Barack Obama's decision to fill the nation's top intelligence jobs with two men short on direct experience in intelligence gathering surprised the spy community and signaled the Democrat's intention for a clean break from Bush administration policies.

Obama says his plan with tax cuts to get quick OK (AP)

AP - President-elect Barack Obama plunged into rare pre-inaugural crisis talks with congressional leaders Monday, declaring the national economy was "bad and getting worse" and embracing tax cuts now expected to reach $300 billion. He predicted lawmakers would approve a mammoth revitalization package within two weeks of his taking office.

Burris says he's senator Â— but Dems won't seat him (AP)

AP - Senate Democrats struggled to avert a showdown steeped in race and corruption Monday as a defiant Roland Burris declared, "I'm a United States senator" and flew to the capital to claim President-elect Barack Obama's old seat in Congress.

Prosecutor wants Madoff jailed without bail (AP)

AP - A prosecutor on Monday asked that Bernard Madoff be jailed pending trial, saying the disgraced financier violated an agreement with the court by mailing watches, jewelry, cufflinks and mittens worth more than $1 million to relatives and friends.

Records reveal anguish of anthrax suspect's wife (AP)

AP - Anthrax mailing suspect Bruce Ivins tormented his wife with rudeness and behaved erratically in the weeks before the Army scientist took his own life by overdosing on Tylenol, according to documents released Monday.

Milky Way Â— the galaxy Â— not snack-sized anymore (AP)

AP - Take that, Andromeda! For decades, astronomers thought when it came to the major galaxies in Earth's cosmic neighborhood, our Milky Way was a weak sister to the larger Andromeda. Not anymore.

Death certificate: Travolta son killed by seizure (AP)

AP - Jett Travolta's body shows no sign of head trauma and his death certificate says he was killed by a seizure, an undertaker said Monday, after doctors performed an autopsy on the 16-year-old son of the U.S actor.

Boy, 4, shoots babysitter for stepping on his foot (AP)

AP - Police say an angry 4-year-old Ohio boy grabbed a gun from a closet and shot his baby sitter. Nathan Beavers, 18, was hospitalized Sunday with minor wounds to his arm and side after the shotgun attack. Police say another teen was also injured.

AP Source: Bradley, Cubs agree to $30M, 3-yr deal (AP)

AP - The Chicago Cubs and free agent Milton Bradley reached a preliminary agreement Monday on a $30 million, three-year contract, according to a person familiar with the negotiations. The deal is subject to a physical scheduled for Thursday, the person said, speaking on condition of anonymity because the deal had not been finalized.

Israel keeps up ground attack despite truce calls (Reuters)

Reuters - Israel pressed on with its ground offensive in the Gaza Strip for a fourth day on Tuesday despite new international calls for a ceasefire in a conflict in which more than 540 Palestinians have been killed.

Prosecutors seek to jail Madoff (Reuters)

Reuters - U.S. prosecutors asked a judge to jail accused swindler Bernard Madoff on Monday, saying he sent jewelry and other items worth more than $1 million to family and friends in violation of his bail.

Obama picks former Clinton aide Panetta for CIA (Reuters)

Reuters - President-elect Barack Obama has chosen former White House chief of staff Leon Panetta to lead the CIA, which has been widely criticized for harsh interrogation of terrorism suspects, Democratic officials said on Monday.

Toyota shuts plants as crisis bites (Reuters)

Reuters - Toyota Motor Corp, reeling from its worst U.S. sales decline in more than a quarter of a century, will shut all its factories in Japan for 11 days as the global economic slump hits demand and company profits.

Obama seeks swift passage of fiscal package (Reuters)

Reuters - With the economic outlook darkening, U.S. President-elect Democrat Barack Obama went to Congress two weeks before taking office to try to entice Republican support for a massive stimulus package with talk of big tax cuts.

Apple's Jobs reassures investors about his health (Reuters)

Reuters - Apple Inc Chief Executive Steve Jobs sought to soothe investor concerns about his health on Monday, saying his weight loss was caused by a hormone imbalance that is relatively simple to treat.

Democrat wins Minnesota Senate seat in recount (Reuters)

Reuters - Democrat Al Franken beat Republican incumbent Norm Coleman to win the U.S. Senate seat from Minnesota, officials conducting a final recount said on Monday, though the loser promised to challenge the result.

California gay marriage battle turns to court role (Reuters)

Reuters - The legal battle over gay marriage in California turned on Monday to whether the state's top court could strike down a change in the state constitution that was approved by voters.

Fighting rages in Gaza as Israel spurns truce calls (AFP)

AFP - The heaviest fighting of Israel's war on Hamas raged in Gaza City early on Tuesday as Israeli Prime Minister Ehud Olmert rebuffed appeals to stop the death toll from mounting further.

In distraction for Obama, chaos stalks new Senate (AFP)

AFP - The new US Senate is set to convene in a swirl of allegations of corruption, voter fraud and dynastic nepotism that threatens to dog the early days of Barack Obama's presidency.

Does Post Card Advertising Really Work?

Advertising Advertising