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.
Copyright 2005 © Woody Quiñones & www.Impactyourarea.com
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.
Don't use vague generalities in your headlines. Be as specific... Read More
Yahoo Groups: I see countless marketers on shoestring budges turn... Read More
First and foremost - You should identify your target market.... Read More
"The more things change, the more they stay the same".... Read More
You're flipping through this publication as you wait for your... Read More
1. Give Testimonials When you purchase a product or service... Read More
How To Gain FREE Advertising That Will Make You Rich!Okay-Just... Read More
Digital printing has revolutionized the sign industry. Current printers can... Read More
Yellow Pages advertising is one of the most popular forms... Read More
Ever hear the term 'sexy' advertising? It's not necessarily what... Read More
To many ad agencies, radio is considered advertising's ugly stepchild.... Read More
Sometimes, it is not an obvious business idea that will... Read More
We're surrounded by advertisements that desperately compete for our attention.... Read More
The Ultimate, "Must-Have" Home-Based Business for YOU a Underemployed, Unemployed,... Read More
The opportunities to get free advertising for your product or... Read More
Make a list of everything you think should be included... Read More
When my daughter complained recently about the prohibitive cost of... Read More
"There's nothing new under the sun" is probably the... Read More
MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More
If you haven't made many sales or perhaps none at... Read More
Radio advertising vs. television advertisingMany new advertisers assume that they... Read More
New Age Media Concepts issues its first article... Read More
"Print & Mail is a type of service that... Read More
Most people who have been involved with sales & marketing... Read More
Ever heard or seen a radio or television commercial that... Read More
Product publicity is the "secret pathway" to business success... Read More
CD Business cards are the electronic version of the now... Read More
Do you know how to design and deploy a marketing... Read More
I suspect that everyone has an idea of what lamination... Read More
Advertising and promoting your business is expensive, so it's important... Read More
A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More
Wide range of electronic Key venues around the globe has... Read More
The ability to lead, persuade and influence are integral skills... Read More
Are your business-to-business ads working for you? If they are... Read More
"Culture is a like dropping an Alka-seltzer into a glass... Read More
Here is my personal list of things to do at... Read More
Every community has 'em. Fast talkers who roll into town... Read More
Do you know about the distinction - and it's a... Read More
If you have been following the recent advertising news you... Read More
The internet offers you the opportunity to seek out jingle... Read More
When you read the newspaper, do you read advertisements as... Read More
Business cards with nothing on the back are wasted opportunities... Read More
Let's face it. Email marketing and publishing have became very... Read More
Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More
Remember, as a child lying in bed and listening to... Read More
1. Spend money on decent quality business cards. Home made... Read More
Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More
When people discover my background in advertising, the questions flow.... Read More
Business cards are the most underutilized and misunderstood marketing tool... Read More
So many of us who have decided to do business... Read More
Many home improvement contractors attempt to use advertising to expand... Read More
If you are creating a brochure, make sure you follow... Read More
When, some little time ago now, I first descended upon... Read More
Don't use vague generalities in your headlines. Be as specific... Read More
How much money have you spent in Advertising, Promotion &... Read More
There are many uses for promotional items. This means that... Read More
Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More
Ah, my very favorite promotional product of all, the refrigerator... Read More
It's not about traffic; it's about generating leads. That's right.... Read More
We're surrounded by advertisements that desperately compete for our attention.... Read More
Believe it or not, there are plenty of opportunities out... Read More
Q: I've never really done much advertising for my business;... Read More
Use This Quick 3-Question Evaluation Process, So You Can Be... Read More
A well-planned and properly executed marketing program should include a... Read More
I did a quick, very unscientific survey of 25 of... Read More
Electronic display boards signify high priority messaging, allowing you to... Read More
Advertising |