Every blog post or newsletter article I publish about postcard mailings seems to generate a lot of interest. Clearly, many companies are turning to postcards as a way to reach more customers and prospects at a lower cost. Unfortunately, I see lots of postcards that either try to do too much or that miss key components. For best results, here are a few tips: (Click on the headline for more…)
Advertising
The Most Important Design Rule to Maximize Sales
Helping people process information quickly is a critical component of maximizing sales. Whether you’re developing a web page, a catalog page or a print ad, creating an effective visual hierarchy is crucial. (Click on headline for more…)
Make Your Postcard Mailings Work Harder
More and more companies are turning to postcards as a way to keep marketing on a reduced budget. Yet time and again, I see the non-address side of the card do all the heavy lifting, while the address side is almost always an afterthought.
But consider this: (Click on headline for more…)
Standing Out On a Lower Budget
Many companies go for bigger, bolder advertising in an attempt to stand out. Larger size ads and more elaborate packages may get more attention, but they also raise costs.
Sometimes taking a step in the other direction can work in your favor. For instance, we’ve found that black and white trade ads can be extremely effective when the product doesn’t require color. Not only do they cost less, but they generally jump off the page when they’re surrounded by a sea of color.
Another Way to Segment
One of our clients with an exceptionally loyal customer base recently noticed an interesting pattern. Some customers buy early in the season, and others buy late, but whatever their individual patterns are…they’re consistent from year to year, almost to the week.
If the same holds true for you, you might adapt your email campaigns accordingly. Try emailing the early birds a couple weeks before they typically order with offers designed to encourage larger sales. For those that pass their usual ordering time without any response, bring on the discounts.
