Everyone is so inundated with marketing messages these days. Emails, ads in trade publications, phone calls and messages in social media are everywhere. Postcards are the anti- digital ad that is easy to produce, inexpensive and can be tracked for ROI. Postcard marketing is a smart tool to consider.
Decide on your target market.
Is this postcard campaign going to be aimed at tour operators or consumers? Many years ago when I was the Director of Sales at a paddlewheel steamboat, all my advertising to consumers had
a small starburst in the upper corner that said ‘place fridge magnet here’. That meant that our print ad was hanging on refrigerators throughout the region. But if you are aiming at communicating with the trade, no need to be anything other than informative. In that case, it’s all about the address list. Make sure yours is current and accurate.
Design matters.
One of the most powerful elements of the postcard is that everyone will take a few seconds to look at it, back and front. So you have a split second to catch their eye. The front of the card should have colorful images and a few words that are a call to action. I read one article on developing postcards that said : pretend each word on the front of the postcard costs an additional $100. That should make you think carefully about every word. The elements of your postcard should reflect elements of your website so people will know it is the same company.
What is the message?
One benefit of postcard marketing is that it forces you to be succinct. What do you want your target customer to know and do? Several postcard marketing articles I read said time sensitivity is a strong driver for conversion. Is it a buy one/get one offer for consumers in your shoulder season? Is it a new exhibit that you want your tour operators to know about? ( Hint- tour operators usually work a year in advance for tour planning so don’t waste time or money sending postcards about an exhibit happening within a few months).
Some words are more powerful than others.
Because each word is so important on a postcard, use impactful words to create interest and sales. Words like Save, Now, Limited Time, Easy, Announcing, Special and Unique all work with audiences. How will taking action benefit the reader?
Continue to develop your message on the back of the card
This is where you can give specifics on the offer. Bulleted points are easiest to read and have a call to action at the end. Do you want consumers to bring the card with them to redeem the offer? That is an easy way to track your ROI (Return on investment). Should a tour operator mention the card to get a special discount, or maybe a small gift for the customers on the bus? Again, that helps you with the ROI of the marketing program.
Print and send
Google ‘postcard printing’ and you will find plenty of companies like Vistaprint that will print your design. Some companies will also address them and mail them for you. You just need to send the address information in an electronic file. Or you can print labels in-house and send them yourself. Do make sure to get high-quality paper stock as the quality of the card will represent the quality of your business or destination.
Additional resources
While researching this article, I found a great resource. Postcard mania is a woman owned business that not only designs, prints and sends postcards ( I have never ordered from them so I am not endorsing them) but they have tons of free resources, case studies and marketing whitepapers. Postcards are a fun and easy way to get in front of your customers and a great tool to have in your marketing toolbox.