People Pleasing Postcards
David Phillips
Why are more retail jewelers turning to full-color postcards as
a key form of promotion? The biggest reason is the simplest: You
don’t have to open a postcard. It won’t get lumped in with all
the direct mail envelopes that people toss without opening.
If the postcard shows a very glossy, well-photographed picture
of attractive jewelry, the recipient will very likely look at
the picture and turn it over to see who sent it. She might well
put it aside and think, “Next time I’m near the store, I’ll go
in and have a look.” The postcard often sits out as an easy
reminder of your jewelry store.
Cutting Costs on Mailings
When the economy is a bit shaky, you should increase promotion
to keep your name in the minds of customers, but you also have
to keep down your costs. To get maximum return for your
marketing dollar, you can mail postcards up to 4 1/4 by 6
inches for between 17.5¢ and 19.5¢ each first class (the
cheapest letter rate is 19¢ - 24¢). If you find the right
company, you’ll likely be able to have 5,000 postcards printed
for less than $400.
Finding the Right Company
Most businesses don’t have in-house marketing departments, so
find a postcard company to help you. A postcard company can
handle your mailing and save you money. It makes most of its
profits from printing, not from consulting, selling, mailing
lists and mailing, so it can often find you better deals on
such services. The company should:
• Specialize in postcards. It shouldn’t just do postcards among
other printing jobs. You’ll pay less because the company
gang-prints cards. In other words, the company will print many
different postcards in one large press run.
• Have some marketing knowledge and experience. The company
should be able to advise you on mailing lists, design and
quantities.
• Offer UV coating (laminated), full-color and 4 1/4-by-6 in.
postcards. This ensures you get the highest-quality look and
the biggest post card you can for the lowest mailing rate. The
UV coating is essential for a very high gloss finish to make
your product look good.
• Help with photography. Getting a good picture is vital to the
success of your postcard. You might pay $150 to $1200+ for
photography and, generally, you get what you pay for. However,
some photographers do a good job without charging the earth.
Your postcard company should have contacts with photographers.
Once you find a company (it doesn’t have to be local – many do
business with stores all over the U.S.), ask for advice on
creating the postcard. Many companies will help with everything
from determining whether you should mail to your existing
customers, mailing lists of potential customers or both. The
company also will send you proofs. Make sure any corrections
you request are made so you’re happy with the final product.
About The Author: David Phillips has set up several successful
small businesses in the marketing and communications fields. He
swears by direct mail marketing techniques which is why he
writes for PostcardMania. Joy Gendusa founded PostcardMania in
1998; by 2004 the company did $9 million in sales and employed
over 60 people. Visit
http://www.postcardmania.com
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