Postcard Marketing:
Personal, to the Point and No Delete Button
It is said that the first step to making a sale is to create the awareness “that something exists.” Advertising is supposed to let people know that your goods and services are available and that they shouldn’t even think of purchasing them somewhere else.
Since the introduction of email and the internet, businesses are being driven to save printing and postage costs by moving into the electronic arena. However, with electronic advertising came the installation of SPAM blockers and filtering. Emails are currently being dumped faster than ‘junk mail’.
While online and email marketing are touted as forward and upward thinking, successful direct marketers and businesses like those represented by the DMA have come to realize that the internet is simply another avenue. It is a new tool to work with. A way to complement, not replace, the tried and true methods of traditional direct mail promotion.
So why postcards?
• They’re eyecatching, cost effective and tangible.
• It’s a postcard, not a novel. You can get your message across quickly.
• It is a timely mechanism for promoting just about anything.
• They have less competition than an email.
• Studies show that younger consumers are responding better to postcards than
email advertising. It’s infinitely more personal to a ‘plugged-in’ mind.
This list could go on forever and the message is clear. A simple, direct approach that is still perceived as personal will never go out of style. And don’t forget…no delete button.
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