A Winning Recipe for Postcard Marketing
Creating the perfect postcard is a lot like baking the perfect cake: In most cases, it's all relative to the tastes of those on the receiving end.
And while there are set and fast recipes that have been proven to work time and time again, some of the best results almost always happen when chefs (or business owners) throw away the recipe book and start improvising.
When it comes to postcard printing and marketing, one of the first questions you will need to ask yourself is who are you trying to reach and what style, art and colour schemes will provide these potential clients with the most accurate representation of what your company is all about.
One of the main issues to consider here is colour.
Any marketing textbook or expert printer will tell you that anytime you are dealing with postcards, greeting cards or any other promotional material, nothing grabs a client's attention like a stunning four colour print. They would argue that the more vibrant the colours, the more customers will pay attention to the postcard.
Although this is probably true in most cases, there is nothing stopping you from creating a stunning postcard in black and white.
In fact, if you are in the antique business, mailing out a batch of vibrant, full colour postcards to all your customers might actually be sending out mixed messages about what your business is all about. Think about how much more effective your postcard could be if the image were printed in sepia, giving it that worn feel and more accurately portraying what your business is all about.
Once you have the colour scheme down, you're going to have to figure out exactly what purpose your postcard will be serving, as this will ultimately affect its style and layout.
Some business owners use postcards as mini order forms, while others simply prefer to use postcards to let their regular customers know about new products or services available to them.
If the postcard is going to be used for ordering and surveying, make sure it is clearly indicated and not overly cluttered with text that may confuse clients. Avoid using small or coloured fonts that are hard to read. And make sure you use a card stock that is durable enough to withstand the weather elements that become a factor in any mass mailing.
Once you've considered all these factors, the perfect postcard will be in your reach.
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