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Write You - Postcard Marketing is a Lead Generator - Not a Brand Builder
My mechanic has me trained. When I take my car in for an oil change, he places a sticker in the upper left hand corner of my windshield to remind me what date and mileage I should have my next maintenance completed. But every once in a while, he forgets to put the sticker on the window. Then I have to remember the date and mileage details.It's a good thing
Focus on building a successful postcard first and foremost. Set your sites on response generation and/or lead generation. When a postcard generates leads, it can then be repeated and improved upon. But don't repeat a postcard failure just because a vendor tells you to. They stand to gain in such scenarios; you do not.
Good luck with your postcard marketing!
* Copyright 2007, Brandon Cornett. You may republish this article online as long as you retain the author's byline and the a
Lately, advertising specialties have come to be used as a strong advertising medium. Among them, custom printed advertising specialties has come to be the main stay for a lot of advertising needs. Any promotional item can be customized with your logo, tag line and message.It is a good idea to opt for custom printed advertising specialties because of a varie
Point #1 - "Learn More" is Not an Offer
Here's the reason I stress this point. While working in the postcard marketing industry, "learn more" was one of the most frequently used calls-to-action I saw put onto postcards. The problem was, these companies gave the reader no reason to learn more. No incentive was mentioned. No compelling argument was made. No mention of the value to be had. Just a plain old "learn more."
I call this the "so what" factor. I get postcards all the time that tell me a little about the company and close with a "learn more" statement. "So what," is my immediate reaction. How does this apply to me?
You could also call this the "we exist" approach to marketing, where the company sends a postcard to thousands of people just to prove their existence. Trust me, in this day and age, you have to do a lot more than exist if you expect your marketing to generate a response.
Here's the bottom line. "Learn more" can no longer stand on its own as an offer or incentive. It will not spur anyone to act. You need to include something of real value if you expect any kind of response.
Point #2 - Postcard Marketing is Not a Branding Tool
Visit the websites of a few postcard printing companies, and you'll hear the phrase "top of mind awareness" tossed around a lot. The idea is that by sending a constant barrage of postcards, you will be "top of mind" with your potential audience.
I don't know about you, but on a given day, I don't have any companies at the top of my mind. Nor do I remember the postcards I received yesterday or last week. If a postcard has a valuable offer that's relevant to me, I'll hang on to it for later consideration. I might even respond to it right away. But if it follows the "we exist" approach to marketing, it gets a big "so what" from me.
Postcard marketing is a response-based medium, not a branding tool. If you're engaging in postcard mailings just to build awareness, you're on a slippery slope that will eventually blow your marketing budget with little to show for it.
In postcard marketing, repetition does help. But it's not a magic cure. The key is to repeat the mailings that work, not just the mailings in general. A failure repeated many times rarely becomes a success -- not in my experience.
Focus on building a successful postcard first and foremost. Set your sites on response generation and/or lead generation. When a postcard generates leads, it can then be repeated and improved upon. But don't repeat a postcard failure just because a vendor tells you to. They stand to gain in such scenarios; you do not.
Good luck with your postcard marketing!
* Copyright 2007, Brandon Cornett. You may republish this article online as long as you retain the author's byline and the ac
The content of advertising is basically the same no matter what the media. It is good and it works, or it is bad. Some TV ads are so clever people tend to remember the cleverness and forget the product.Here are seven tips to help you create better ads. Better ads for Newspaper, Radio, Billboards, Cable, Yellow Pages, anything with your name on it.tell me a little about the company and close with a "learn more" statement. "So what," is my immediate reaction. How does this apply to me?
You could also call this the "we exist" approach to marketing, where the company sends a postcard to thousands of people just to prove their existence. Trust me, in this day and age, you have to do a lot more than exist if you expect your marketing to generate a response.
Here's the bottom line. "Learn more" can no longer stand on its own as an offer or incentive. It will not spur anyone to act. You need to include something of real value if you expect any kind of response.
Point #2 - Postcard Marketing is Not a Branding Tool
Visit the websites of a few postcard printing companies, and you'll hear the phrase "top of mind awareness" tossed around a lot. The idea is that by sending a constant barrage of postcards, you will be "top of mind" with your potential audience.
I don't know about you, but on a given day, I don't have any companies at the top of my mind. Nor do I remember the postcards I received yesterday or last week. If a postcard has a valuable offer that's relevant to me, I'll hang on to it for later consideration. I might even respond to it right away. But if it follows the "we exist" approach to marketing, it gets a big "so what" from me.
Postcard marketing is a response-based medium, not a branding tool. If you're engaging in postcard mailings just to build awareness, you're on a slippery slope that will eventually blow your marketing budget with little to show for it.
In postcard marketing, repetition does help. But it's not a magic cure. The key is to repeat the mailings that work, not just the mailings in general. A failure repeated many times rarely becomes a success -- not in my experience.
Focus on building a successful postcard first and foremost. Set your sites on response generation and/or lead generation. When a postcard generates leads, it can then be repeated and improved upon. But don't repeat a postcard failure just because a vendor tells you to. They stand to gain in such scenarios; you do not.
Good luck with your postcard marketing!
* Copyright 2007, Brandon Cornett. You may republish this article online as long as you retain the author's byline and the a
Starting a new job can feel like moving to a new country. Your language skills may be modest. You have little knowledge of the laws, let alone the customs and traditions of the society you are entering. All you have is a passport and the goodwill of management as you enter unfamiliar borders.1. Get to know your colleagues. Ask questions and listen to their
Point #2 - Postcard Marketing is Not a Branding Tool
Visit the websites of a few postcard printing companies, and you'll hear the phrase "top of mind awareness" tossed around a lot. The idea is that by sending a constant barrage of postcards, you will be "top of mind" with your potential audience.
I don't know about you, but on a given day, I don't have any companies at the top of my mind. Nor do I remember the postcards I received yesterday or last week. If a postcard has a valuable offer that's relevant to me, I'll hang on to it for later consideration. I might even respond to it right away. But if it follows the "we exist" approach to marketing, it gets a big "so what" from me.
Postcard marketing is a response-based medium, not a branding tool. If you're engaging in postcard mailings just to build awareness, you're on a slippery slope that will eventually blow your marketing budget with little to show for it.
In postcard marketing, repetition does help. But it's not a magic cure. The key is to repeat the mailings that work, not just the mailings in general. A failure repeated many times rarely becomes a success -- not in my experience.
Focus on building a successful postcard first and foremost. Set your sites on response generation and/or lead generation. When a postcard generates leads, it can then be repeated and improved upon. But don't repeat a postcard failure just because a vendor tells you to. They stand to gain in such scenarios; you do not.
Good luck with your postcard marketing!
* Copyright 2007, Brandon Cornett. You may republish this article online as long as you retain the author's byline and the a
Jeremy loved to watch police shows as a kid. This person wanted to be just like Matlock or Magnum P.I. later on in life but this will never because the parents had other plans.Jeremy grew up from a family of doctors. To continue on with the family tradition, this person had no choice but to continue on with the family legacy.After graduating from pre
Postcard marketing is a response-based medium, not a branding tool. If you're engaging in postcard mailings just to build awareness, you're on a slippery slope that will eventually blow your marketing budget with little to show for it.
In postcard marketing, repetition does help. But it's not a magic cure. The key is to repeat the mailings that work, not just the mailings in general. A failure repeated many times rarely becomes a success -- not in my experience.
Focus on building a successful postcard first and foremost. Set your sites on response generation and/or lead generation. When a postcard generates leads, it can then be repeated and improved upon. But don't repeat a postcard failure just because a vendor tells you to. They stand to gain in such scenarios; you do not.
Good luck with your postcard marketing!
* Copyright 2007, Brandon Cornett. You may republish this article online as long as you retain the author's byline and the a
Right now, as you're reading this article, notice something. Do you have a headache? No? Did you notice that you didn't have a headache until I asked that question? Stop for a minute and appreciate the fact that you don't have a headache. Celebrate that your head feels good.Do you find that a little goofy? Yet it's usually only when our head hurts that we w
Focus on building a successful postcard first and foremost. Set your sites on response generation and/or lead generation. When a postcard generates leads, it can then be repeated and improved upon. But don't repeat a postcard failure just because a vendor tells you to. They stand to gain in such scenarios; you do not.
Good luck with your postcard marketing!
* Copyright 2007, Brandon Cornett. You may republish this article online as long as you retain the author's byline and the active hyperlinks below.
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