Carrying Out A Sure Win Postcard Campaign

Every business owner knows the importance of effective marketing, yet many of them take marketing for granted. They simply assume that by putting sign boards in front of their store, customers will instantly come in their doorstep. What they don’t understand is that people these days are meticulous in their buying habits. They need to know first what the product will give them before buying it.

The good news is there are some that take their marketing campaign seriously and they are the only few that succeed in the business world. There are actually different ways to market a business. Some are costly while others are low cost and yet produce great results. Postcards are examples of the economical means of marketing that prove to be very efficient.

Ideally, people love receiving mails and postcards are among the most loved mails people receive. These cards, especially those that are printed in full color, give pleasure to the receiver. They are a great way for businesses as well as for individuals to reach out to people and tell them their message. Though simple and small, these cards convey remembering and never forgetting. They evoke feelings and personal connection with the recipient, something that is not common to other marketing media. This is the main reason why they are very effective and successful in marketing a business.

Now let’s say you have meticulously designed your cards with compelling photos, images and headline. You believe you have chosen the best mailing list and send your cards to the right audience. So, how will you know if your campaign is successful?

Throughout the planning stage of your campaign, you need to define your goals.

Scenario 1: Perhaps your goal is to boost the number of orders coming through your web site, so you offered a discount that is valid for 60 days. Now, how will you tell the orders coming from your online store that are a result of the post card campaign against normal traffic to your web site?

One solution is to direct your prospects to a special URL or web page. Another means is to use a coupon code unique to every mailing. The coupon code is used during the checkout to receive the price cut offered. Both these techniques can be used to track the number of orders received through the postcard campaign.

Scenario 2: Now, perhaps your goal is to get people to call you so they can receive free items. A simple and inexpensive way to do this is to track the phone calls coming in. You can use a different 800 number you will specifically use in this campaign. The price of doing this is actually minimal. Your monthly statement will tell you the number of calls you have received. The phone bill will give you are more accurate result than asking someone to keep track the number of calls you received.

Another way to measure the effectiveness of the campaign is to spread out the mailing. For instance, you order 1,000 postcard printing. For the first campaign you can send out 250 cards. This is to gauge how your cards will be received in the market. After the initial send out, you can start sending 250 cards a week to make the response rate more convenient and manageable. This would allow you to make minor changes to your cards if needed.

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