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Postcard marketing is one of the basic but most effective ways to advertise. In fact, direct mail campaigns blow digital channels out of the water with their great response rates. According to the Direct Marketing Association, postcards enjoy a 5.7% household response rate, significantly higher than even online channels.
However, not every postcard marketing campaign can achieve a high response rate. Especially for small and medium businesses that are just starting to diversify with postcard marketing, it may not yield high numbers at the beginning. To bring the full potential of your campaign, you need to learn how to use your resources to improve.
There are a number of important areas you need to consider to make sure you get the most out of your postcard printing campaign. We’ve narrowed down three key areas where a lot of companies make mistakes—budgeting, sampling, and persistence.
Here are 3 steps you need to take to make a better marketing campaign.
If you want to earn money, you have to spend money. Don’t worry; the risk of spending that money versus the return on it will more than make up the difference. The marketing budget will always be the starting point of the financial aspect of a marketing campaign. But it requires you to have the discipline to set a budget and stick to it.
It is actually easy to say, but in reality, this can be quite a bit of a challenge. I personally have a hard time deciding whether I should boost a social media post or not, when it gets a lot of engagement. But failing to set a budget or worse, failing to stick to the budget, can easily wreak havoc on your postcard marketing campaign, or for any advertising campaign in general. Always keep that budget in mind so that you can plan out the ideas and resources that you plan to use. If you need assistance, don’t hesitate to ask your team for help; I’m sure they’d be willing to lend you a helping hand.
Managing your budget for a postcard marketing campaign is all about pros and cons. There will always be an opportunity cost when deciding to spend more money on premium postcard features, or cutting back costs to produce more postcards to reach more people.
Printing better quality postcards would reflect positively on your brand image, but printing a higher quantity of postcards can increase your visibility around your neighborhood. Both of these are viable, depending on the aim of your campaign.
A good way to manage your marketing budget is to assign specific amounts to each part of your budget, and use it as a baseline when you are finally looking for service providers. You also need to set a percentage of your whole budget for unforeseen costs that may arise over the course of your planning.
Finally, keep in mind that there is no perfect marketing budget. It’s important to take time after your campaign to analyze your budget planning as a reference for your future marketing efforts.
Building up on our previous point, a great marketing campaign would cost a good amount of marketing money. So if you are on a tight budget, which admittedly most of us are, you have to do a test run to gauge the effectiveness of your postcard marketing campaign. Send a sample of your postcards to gauge the effectiveness of the campaign.
Don’t immediately send thousands of postcards in one splurge. Instead, send a part of your postcards out to a small sample of your target customers. Watch carefully and track any responses you receive. This will help you make sure that your design is effective. If nobody responds, or the response is much lower than expected, you can adjust before spending your entire budget on a faulty campaign. Always try to work using sample in different areas of your community in order to gauge that response and respond accordingly.
There’s a reason why TV and radio commercials, and even online ads, tend to be repetitive. That’s because people respond to repetition. The more that a person is exposed to a particular brand, the more likely it is to keep that brand in the forefront of their minds. Repetition can give familiarity and is a great technique to remind customers of the existence of your business.
For a better postcard marketing campaign, you should send out postcards on a regular basis. Persistence is the key in increasing your visibility. With an inexpensive postcard, you can maintain your presence with your customers without putting a significant dent on your marketing budget.
Do take note that persistence can be a double-edged sword. There may be a point when the returns on your postcard marketing begin to diminish. Continued repetition of your postcard may cause recipients to ignore your card, or worse stop buying your products altogether. Work to try and improve the design or introduce some holiday sales within. It’s also a good idea to change the message on the postcard to match whatever idea you’re working with.
I know business cards have been around forever, but they are still some of the most powerful marketing weapons available to the small business owner. Even in the digital age, the business card has adapted and made new innovations to business networking on its own. It has gotten better over time and it’s still improving, as new print and even digital technologies develop.
From simple die-cut designs to quirky gimmicks, the business card has evolved to become an essential business tool. Let’s go over some of the things that make business cards so effective. Here are the top 5 benefits of business cards.
For a small business, the budget is always an issue. However, business cards are perhaps the most cost-effective option available. With a few cents apiece, and even cheaper if you buy in bulk, you get a marketing tool that gives you more bang for your buck. These small cards would serve as the life blood of your business and will always be there.
Business Card Printing Tip: Finding the right commercial printer to handle your business card printing is important. Unless it is absolutely necessary, you should not print your own cards on your own printer. It will not produce the kind of quality that you get from a reputable commercial printer. Plus, with a printing service provider, you get more printing options that can improve your first impression when meeting with clients, new and old alike.
Despite their small size, business cards can include a great deal of information. You can put more than just your contact information on a business card. You can put some advertising material, or even offer a deal or coupon. Be careful not to include too much information on your cards, though. You don’t want to overwhelm the recipients and scare them away from your business.
Business Card Printing Tip: Instead of the usual website link, create a landing page on your website that your recipients can visit. On this page, you may put an introductory video about your business. You can even put an exclusive offer like a discount or a bonus gift just for them. Make sure you include these bonuses so that you can create an incentive for them and make them long time clients.
With business cards, you have control over how it looks and where it goes. You also have discretion over the content of your card, as well as your strategy on how to use them. Plus, business cards are small enough for the recipient to keep in a wallet or purse. A lot of people even have special containers or binders in which they keep business cards for later reference. No matter what situation you’re put in, you should always have a set of business cards on your person in order to make those proper connections.
Business Card Printing Tip: A lot of establishments around your community may allow you to leave a set of business cards that people can take. Consider your target market audience and the places they frequent to make this even more beneficial for your business. By establishing these connections, your business can grow alongside the community.
Unlike a radio or television ad that only lasts for about 30 seconds or an online banner ad that lasts even shorter, a business card stays with the customer. Every time that customer looks at your business card, they are reminded of your company which increases the chances of that customer using your services. Even if they don’t keep the business card on them, constantly reminding and giving them away will eventually win them over.
Business Card Printing Tip: Want a business card that has more staying power? Create a dazzling die-cut business card with a memorable design. You can even use magnet printing so your recipients can put your card on metallic surfaces, like their fridge. Click here to find out how to create complex yet dazzling business cards for your business.
When it comes to business cards, the bottom line is that they just work. Businesses continue to hand them out because they continue to bring in more customers every year. As with every advertising tool, it is important to plan adequately. You have to include the right information (and the right amount of information) on your cards, and you have to get them into the hands of the right people. By following these steps, your business will continue to flourish and allow even more opportunities to grow and expand.
Business Card Printing Tip: Your business card may only be one aspect of the entirety of your branding, but it is crucial for a good first impression. Before designing your card, you need to make sure to fit it into the personality that you want to portray for your business. It helps to have a comprehensive branding strategy that you can refer to for this.
These are only some of the many benefits of business cards. When you plan your marketing strategy, do not neglect the power of the little business card. They may be old, and they may be small, but they pack a fierce punch.
Many small businesses are using search engine advertising but are sometimes reluctant to try Internet display advertising, particularly because some creative design work is required. Other businesses like to zero-in on specific keywords with search engine advertising. However, I emphasize the key to advertising success is testing and experimenting, and if your Internet advertising is just limited to search engines, you are testing narrowly.
Display advertising on the Internet can be very narrowly and carefully targeted. It can be very effective even for tiny, local businesses. Click-through rates for Internet display advertising have been falling and are quite low, typically less than 0.05 percent. But even though the cost is typically very low, these ads can still be profitable, even if you are using them to generate sales and not just reinforce a branding strategy.
Display Internet advertising is typically bought on a cost-per-impression basis, or more specifically, on a cost per thousand impressions, CPM (from the Roman term for thousands). Sometimes it is sold on a cost-per-click basis or even a cost-per-sale basis.
Some people think of Internet display advertising as being more for “branding” than for driving sales or perhaps for specific purposes, such as event promotion. But I believe that concept is changing. Although most small businesses may want to try search engine advertising first, they should probably test Internet display advertising, too.
In order to take advantage of your search engine advertising, here are some tips that you can use to help give your banner ad that extra push.
It is important that business owners understand the basics of writing a good advertisement.
All businesses need promotion. I have seen thousands and millions of dollars wasted on ineffective, poor or outright bad ads—and I want to save you that pain and stress. But most importantly, I want you to expand your business and effective advertising in all its forms is essential to ensure that expansion.
After all, you need new customers because without them, your business will fail. The good news is that the core principles of how to produce a proper advertisement apply to practically anything you may want to use as a promotional tool.
This includes, but is not limited to:
And many more.
It can take a bit of trial and error (testing) to build an ad or ad campaign that really works, but following these 6 tried and true tips can help you get the results that you’re hoping for.
People are always in contact with so many advertisements from all types of businesses all the time. You have to ask yourself, “What product or service does my company provide that can compete with my competitors?” When you figure out what you want to specialize in, you must focus your efforts and focus on creating an advertisement campaign.
One strategy that you can use is you can show potential customers why your business is the best choice and why they shouldn’t consider your competitor. By instilling that idea in their head, there’s a good chance they won’t check out your competitor.
Another strategy would be to advertise your product with one specific benefit it excels at. An example would be Head & Shoulders – “You get rid of dandruff.” You know this product is a shampoo but it advertises that it is especially useful in removing dandruff.
Figure out what your company wants to sell and find ways to advertise their strengths while trying to stand out from your competition.
Customers love to bargain for products and services. By offering them various incentives, you can ensure they always come back to your business.
Some ways to attract these customers would be a lower price point, a free trial run of your product or service, free shipping, or even a bundle package that offer more than they expect.
By making your product irresistible combined with a powerful advertisement, it will make customers harder to resist it.
It’s one thing to make your offer as tantalizing as possible, but it’s another thing to make your product risk-free for your customer. Even if you offer them the best possible deals, if there is some risk for the customer, they will most likely not even go for your offer in the first place.
The fear of losing their money or regretting their purchase down the line are more powerful than anything an advertisement can prevent. Losing their hard-earned wages can be a huge deterrent for potential customers. The key to making successful purchases is by advertising to your customers that there is a risk-free guarantee they can take advantage of.
By introducing this risk-free guarantee to customers, you can remove their doubts and provide a powerful purchasing inducement. By allowing customers to return their products, they’ll be less concerned with wasting their money and will more likely give it a try. Show that you’re willing to stand by your product so you can win over customers.
Don’t just tell your potential customers about what your company can offer them — encourage them to take action. Directly tell them to click your ad, order your product, or pay for the service, etc.
In this case, the “call to action” encourages customers to try out these services and see for themselves what they’re missing in their life. By using exciting langauge and words, you can convince customers immensely.
However, you can’t take too long with each individual customer since it would defeat the purpose of expanding. You have to advertise each product or service with a sense of urgency, like a limited-time sale or a weekend deal going on.
By using a sense of urgency, you can push customers to make their purchase during that urgent period since they won’t know if the sale will come back ever. You have to let your customers know that NOW is the right time to make their move.
Even if you produce the best advertisement with the best offers and a risk-free guarantee, it’ll mean nothing if they can’t contact you and your business.
Don’t ever make this mistake.
Always have a clear-cut contact information located somewhere in your ad for added clarity. You’ve told them what your business is selling and where to find them, anything else and it’ll waste money.
When it comes to your customers, always over-deliver to make them happy. An effective ad is great but it won’t mean much if your potential customers aren’t happy with your business.
Always give your customers the best possible experience they can. If you always over-deliver, the you’d never have to worry about them leaving your business for your competitors
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