Does Post Card Advertising Really Work?
Woody Quinones
You've decided to try advertising your business with post cards. The idea
came to you from the post cards you receive from other businesses. You like
the idea because it seems easy to do and economical. However, you've never
tried this before so you question whether this method will bring you
customers.
Let me say this first, "All Forms of Advertising Work!" However, you have to
clearly understand how the advertising medium works and realize that each
form has it's limitations along with costs associated with it.
At this time, I also I need to dispel a myth that has been around for as
long as there has been printed advertising. Many, many business people
believe that if they do a 1 time mass mailing it should be a slam dunk in
sales.
Let me be the first to say. "With over 36 years of selling to the public, it
simply doesn't work that way!" If you plan on being in business longer than
1 day, then you must continually advertise to keep the clientele coming to
you.
Advertising in any medium has always been about repetition and getting your
name remembered. It's called "Branding". Study businesses that use
television commercials. They are constantly repeating their business message
1000's of times a day. They are the best free examples to watch and learn
from.
So for your business, you can conclude that the more your prospects see your
name or message repeated, the easier it is for them to get to know you and
what you offer. Then it becomes an easier task to get them to buy from you.
So How Does Post Card Advertising Work?
You create an ad on a Post card. This can be done in your favorite graphics
or word program. Then use the mail merge feature in the program to insert
mailing addresses automatically. In case you haven't setup your address book
you would need to do this before you do a mail merge.
Print out the cards, stamp them and then mail them out. If done correctly
and repeated over and over again your customer base will grow. This is the
simple mechanics of post card advertising.
So Where Do I Get Good Addresses From?
Before you can get good addresses, you must first know who it is you are
wanting to target before you do your mail out. You wouldn't offer gun sales
to anti-gun activists or religious material to a group of Atheists, now
would you?
First, go to the large search engines and do some research to find out who
uses your type of product and/or services. Once you uncover who they are,
you then know who your target market will be.
As a side note, there are companies that do sell mailing lists that contain
groups of people, organizations and businesses. It is all gathered and
cataloged and based on personal interests and/or work related. You can buy
these mailing lists or start your own.
Secondly you have to determine how often you will be sending your post cards
out. The amount of times you repeat your message, to those you target, will
determine how well they remember you. Let me show you how I am targeted by
companies that I do business with and that get my attention as well as my
order.
Example:
ImpactYourArea.com is targeted by companies that make promotional products.
Everyday I receive something in the mail from some company. It could be
product announcements, new product samples, promotions and/or valuable
insight to generating more sales.
Some companies send me information at least once a month. Others 4 times a
year. Then there are those companies that send me something only once a
year.
Of those three company types which do you think I remember more? It would be
those that send me something once a month.
>From this example it should be clear that getting your message out
repeatedly and often is how your prospects are going to remember you, your
product and/or services.
So What Are The Limitations With Post Card Advertising?
Let's say you plan to send out 5000 post cards in a one time mailing. If you
are targeting prospects that use your type of service or product, then
statistically you should draw 1-2% in responses. Meaning that roughly 50
people may show some interest.
That doesn't necessarily mean you have converted the prospect into a buyer.
It only means they have shown an interest in your offer and are willing to
take it to the next step.
The next step, for them, is to find out a little bit more about your offer.
These are your "Tire Kickers". Of those that responded your chance of
converting them is also 1-2%.
So your chances of converting prospect to buyer, from your 1 time mail out
could be 4-6 buyers from your original 5000 post card mail out.
Now most would say that the campaign was a failure. However, by the way this
medium works it was right on target.
So How Do You Increase Response Rate?
Instead of sending out a 1 time mass mailing of 5000 post cards, consider
sending out a smaller amount and do it in monthly increments. Repeat the
mail out process once a month for 12-24 months.
So How Much Should You Send Out?
I would start small and build from that. This gives you the ability to spend
a little at a time while measuring how each mail out converted. This keeps
your advertising costs down and manageable.
Start with 500 post cards a month. Only target prospects you know that would
use your product and/or services. Then I would repeat the mail out to the
same group over the next 1-2 years.
Even if they do not buy the first or second time after they've received your
card, they are beginning to get to know you and your product and/or
services. As time goes by your chances of converting them to a buyer
increases. There is also a good chance that those you target may pass your
offer onto someone else.
In conclusion, never allow the idea that advertising once will be the
solution to gaining repeat business. Don't forget that post card advertising
does work if you learn how to do it right and you repeat the process over
and over.
Copyright 2005 © Woody Quiñones & www.Impactyourarea.com
About the Author: Woody Quiñones has been selling to the public since the
age of 10. With over 36 years of marketing experience he has started several
businesses with little or no money. Including his popular website,
www.ImpactYourArea.com Woody
is also an Authorized Kaeser & Blair Dealer, a
published online writer, a licensed and certified locksmith of 17 years and
can be located on numerous online business forums.
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