To ensure an impactful marketing campaign that resonates with your target audience, the best place to start is by asking the following questions.
Four Marketing Campaign Readiness Questions:
Who should I target? Sending out a direct mail postcard campaign to everybody under the sun may seem like a smart move. However, not targeting the right prospects for your services or product could put you in the awkward position of not being able to deliver on an expectation.
Give your target list some thought. What are the demographics that make up many of your current customers? Do they have an age or other interests in common? Do they live in a specific area in town?
Taking the time to determine who you should focus your marketing efforts on, will help you achieve the most bang for your marketing buck and generate new customers that are not only satisfied but keep coming back!
How do I ensure there’s interest? What you’re really asking is how you can make the call to action compelling. Part of the design process needs to be spent on ensuring you’re drawing the reader’s eye where you need it.
Does that mean bold font, eye-catching colors, and pictures, or great copy? YES! There are an untold number of combinations of techniques you can use to your advantage when creating your postcard (check out our done-for-you postcard designs, for examples). Make sure the design will pull them in and the copy will make them stay. Lead them directly to your CTA by demonstrating your capabilities, and capturing the curiosity they need to find out more about you and your company.
The Recipe Series is shown above. To learn more, Click Here.
Can I get away with (afford) to send postcards only once? Everyone’s budget (and product, for that matter) is different. A blanket ‘no’ doesn’t always fit. So I’ll say ‘no’, but with an asterisk. The vast majority of companies need to send postcards as part of an ongoing campaign.
Readers need to get to know you and your service, and that means building their trust over a series of postcards, spaced out appropriately, but in a manner that reaches the objective of ensuring you remain top-of-mind for them. The great news is that can be done affordably and efficiently for any size company or budget.
Do I have to give something away? If you’re new to this blog, know that I am not a fan of defaulting to a giveaway or freebie. Are there instances where it is effective? Yes. For example, if you’re asking a prospect to put faith in your new product or service, and it’s technical, an informative or valuable opt-in is a great freebie.
It gives the reader what they’re looking for (more information) and it gives you the chance to obtain contact information. But the bottom line with any giveaway – in my mind – is making sure it will contribute to you making money.
When we shorten anything, it’s usually with the knowledge our audience fully understands what we’re saying. Don’t shortcut the process of trying to get more leads or customers, by making the prospect have to translate what you’re trying to tell them.
Please reach out to our customer service team at 833-875-8800 if there is anything we can do to help you succeed with your direct mail marketing.
