People Pleasing Postcards

Why are more businesses turning to full-color postcards as a key form of promotion? The biggest reason is the simplest: You don't have to open a postcard. It won't get lumped in with all the direct mail envelopes that people toss without opening.

If the postcard shows a very glossy, well-photographed picture of an attractive product, the recipient will very likely look at the picture and turn it over to see who sent it. She/he might well put it aside and think, "Next time I'm near the store, I'll go in and have a look." The postcard often sits out as an easy reminder of your store or business.

Cutting Costs on Mailings

When the economy is a bit shaky, you should increase promotion to keep your name in the minds of customers, but you also have to keep down your costs. To get maximum return for your marketing dollar, you can mail postcards up to 4 1/4 by 6 inches for between 17.5¢ and 19.5¢ each first class (the cheapest letter rate is 19¢ - 24¢). If you find the right company, you'll likely be able to have 5,000 postcards printed for less than $400.

Finding the Right Company

Most businesses don't have in-house marketing departments, so find a postcard company to help you. A postcard company can handle your mailing and save you money. It makes most of its profits from printing, not from consulting, selling, mailing lists and mailing, so it can often find you better deals on such services. The company should:

- Specialize in postcards. It shouldn't just do postcards among other printing jobs. You'll pay less because the company gang-prints cards. In other words, the company will print many different postcards in one large press run.

- Have some marketing knowledge and experience. The company should be able to advise you on mailing lists, design and quantities.

- Offer UV coating (laminated), full-color and 4 1/4-by-6 in. postcards. This ensures you get the highest-quality look and the biggest post card you can for the lowest mailing rate. The UV coating is essential for a very high gloss finish to make your product look good.

- Help with photography. Getting a good picture is vital to the success of your postcard. You might pay $150 to $1200+ for photography and, generally, you get what you pay for. However, some photographers do a good job without charging the earth. Your postcard company should have contacts with photographers. Once you find a company (it doesn't have to be local ? many do business with stores all over the U.S.), ask for advice on creating the postcard. Many companies will help with everything from determining whether you should mail to your existing customers, mailing lists of potential customers or both. The company also will send you proofs. Make sure any corrections you request are made so you're happy with the final product.

David Phillips, writer and photographer, has set up several very successful small businesses in the marketing and communications field. He swears by direct mail marketing techniques which is why he writes for PostcardMania. Joy Gendusa founded PostcardMania in 1998; her only assets a computer and a phone. In 2004 the company did close to $9 million in sales and employs over 60 persons. Visit her website at http://www.postcardmania.com

---

What Are Focus Groups & How Do They Work?

Businesses and other organizations use focus groups to research consumer... Read More

The Apprentice: 5 Lessons in Marketing

Donald Trump's hit reality show, The Apprentice is a godsend... Read More

Small Business Pricing Strategies

Think the best way to get more customers is to... Read More

Connecting With Your Clients

Many service professionals tell me that they are uncomfortable with... Read More

Creating And Maintaining A Mailing List

Starting to collect proper information to create a... Read More

Market Yourself as the Expert

As a small business how do you compete with the... Read More

Are You Marketing Backwards?

Marketing is like rowing a boat. When you know how... Read More

Read Your Markets Mind - 3 Great Market Research Resources

Starting a new online business, developing a new product, launching... Read More

How to Up-Sell Change

As Freud cautioned, it's insanity to keep doing the same... Read More

Inform vs. Excite

excite v. 1 a: to call to activity b: to... Read More

What Is Better Than FREE?

Oh come on! FREE is free. Zero, zip, nada, zilch.... Read More

Marketing And Patience

"Get your positioning and your programs implemented properly, and the... Read More

Why You Buy

Behavioral economics is a new science that sheds light on... Read More

Mailing Lists ? Keeping it Simple

The right direct mailing list targets people who want your... Read More

Stay in Touch with Leads and Get More Closes

How many leads have come into your business since the... Read More

Tooting Your Own Horn

"If he who has a thing to sell Goes and... Read More

Lessons Learned at the Harvard Business School

"If God wanted to create a perfect punishment for a... Read More

Beyond the Booth

With the advent of spring, trade shows begin to blossom.... Read More

Top Four Marketing Secrets of Building a Professional Practice

Building a coaching or consulting practice can be rewarding and... Read More

Writing Marketing Copy That Sells

When your prospects see your marketing materials, your brochure, your... Read More

Two Steps to Improving Your Marketing Success

Since the human brain seems to be able to focus... Read More

Pamphlets and the Money They?ll Put in Your Pocket

People are making a fortune on pamphlets. If you go... Read More

What Does Your Business Address Say?

If you are operating a business from your home and... Read More

Where to Find New Customers Using B2B Direct Mail

The challenge in business-to-business direct mail is knowing where to... Read More

A Business In One Sentence

Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank... Read More

Take The Test: Does Your Marketing Copy Sell?

Your marketing materials must grab your prospect's attention long enough... Read More

For Ongoing Success, Make Marketing a Habit

Make Marketing a Must, Not a MaybeWhen business is booming,... Read More

Unleash the Power of Post Cards

Direct mail marketing is essential for a business to survive.Choosing... Read More

How You Can Make Money From Competitors Easy

Are you market products and services using PPCs? PPC Advertising... Read More

Dear Friend: Dont Start Your Non-For-Profit Fundraising Letters As A Stranger

Dear Friend:Don't do it.Don't start your fundraising letters with "Dear... Read More

The Key to Success

Good business is about communication... not just what you say... Read More

Marketing, Lead Generation, and Research: A 3-in-1 Solution

I Hate Cold CallsLong before I started my business, I... Read More

Trade Show Promotions That Are Memorable

If you have been to expos and trade shows as... Read More