10 Mistakes To Avoid In Your Marketing Campaigns, Part 2
Part 1, included the first 5 mistakes…
Postcards are the cheapest and one of the most effective forms of direct-mail marketing. Great postcards hit your prospects fast and elicit an immediate impression since they don’t have to tear through an envelope to get to the meat of your message. Direct-mail postcard campaigns decrease the likelihood that your prospects will throw your promotional pieces away before reading them, and increase the chance that they’ll follow through and respond. Like all forms of direct mail, postcard marketing campaigns depend on the right blend of style, substance and value.
Not Targeting Your Farming Correctly
Marketing with postcards is only effective if you segment out your target audience. Once you have a list of consumers who have similar needs you can send them information on the postcard that is relevant and personalized. This creates the scenario that the recipient thinks you are talking directly to them. For instance, working short sales is very lucrative and will be for several more years. It makes sense to send “Foreclosure” or “Short Sale” postcards to neighborhoods that are in distress. You can also send clever “Buyer” postcards to high rent areas that reminds them of the new buyer tax incentive and great deals on homes. Here are two examples:
Lack of Repetition
Create a postcard marketing campaign, not just a one-time mailing. Studies show that the average person needs to see or hear something four times before it completely registers, so in most cases, initial postcards will not generate sales. This is why a successful postcard campaign includes several mailings that builds up to the sales pitch. Try sending three or more postcards to the same mailing list, spaced about four to six weeks apart. When someone sees your name over and over again, it builds credibility and familiarity. As with most direct mailers, your are creating your name recognition, that’s what it’s all about and it works. Don’t give up just before the reward! Although it may take a number of contacts with a customer before it leads to a sale, the eventual increase in your bottom line far offsets the small cost of postcard printing.
Not Personalizing or Using Trite Phrases
Your postcards must look professional but, at the same time, carry a message that produces an emotional reaction from readers. Include a personal message on your postcard and it will generate more replies than those that read like an advertisement. This is for branding and recognition, not to close any deal.
Not using Emotional Marketing
You have enough space on the postcard for a couple of brief sentences. Think through the goal you have for the campaign and avoid the ‘cookie cutter’ messages such as ‘I provide the best service’ or ‘My team is the best because…’ You need emotionally responsive words that generate an emotional response. Applying these words to your marketing products will increase your name recognition and build your business. Add to that bold colors and high-quality photos that will attract attention and make people want to read your card.
Not seeding your mailing list
Whenever you conduct a postcard campaign, make certain that you place addresses of friends, relatives and your address on the list. This will enable you to know exactly when the postcard reaches your intended audience. If you don’t receive your card in a timely manner, you can follow up with the mailing list company to determine the cause.
Postcards are a very cost-effective and efficient way to market your business. Combine that with their ability to generate a high response rate, and you have a tremendously powerful marketing tool. Here’s to your success.
Hi, good post. I have been wondering about this issue,so thanks for posting.
Hello Andrew! Your welcome and thanks for visiting!