By Sue DiFranco
Copyright © 2003 Sue DiFranco/Fun Facts Publishing  

I love postcards! If they are not currently a part of your marketing campaign, I urge you to consider adding this fabulous method right away! When sent as direct mail, postcards have an advantage over a traditional letter: there's no envelope standing in the way of your message and your potential customer/client. Also, postcards are fairly inexpensive, which allows you to send many to your present/potential customers.

Remember, consistency is key! Keep your business in their face and on their minds as often as you can. If they don't need your products or service now, someday they might, and your business will be the one they remember.

I receive many marketing postcards in the mail, both from scrapbook companies and those in other industries. I have found many break some important rules involving the set-up. Here's what you should know:

Leave at least 5/8" on the bottom of each side blank. The postcard prints its bar code on this area, either directly on the card or on a sticker.
There should be no address placed below the mailing address. The post office scans cards from bottom to top, so it assumes the first zip code it sees is the recipient.
In general, the area in the lower right hand corner should either be saved for the mailing address, or left blank. This area is approximately 2 3/4" wide by 2 1/8" high.

Now, here are five ways you can incorporate postcards into your marketing plan:

1. Direct Mail. Keep in contact with your mailing list with postcards. Use them to follow up with people who have requested information, and use them to stay in touch with your customers. Postcards are fairly inexpensive to send, and because there is no envelope, your message has a better chance of being read.

2. Thank You Cards. Postcards are also an inexpensive way of saying "thank you." Thank you cards are one of the most effective - and yet, seldomly used - methods of marketing available. By sending simple custom-designed postcards, you are cutting costs *and* providing excellent customer service. It's guaranteed your customer or client will remember you!

3. Newsletter/Tip Sheet. Why not provide useable information on your postcard? Imagine that - information the recipient can use for free! This will guarantee that your business stays in their minds. The information can be tips on taking photos, the importance of photo preservation, layout techniques, or anything you want.

4. Trade Show Promotion. If you are exhibiting at ACCI, HIA, MemoryTrends, or any of the trade shows, print up a batch of postcards. Get the attendee list (most trade shows will provide this for you) and send out postcards prior to the show. Let the attendees know you will be there, what booth you'll be in, and why they should stop by your booth (show specials, giveaways, etc.). Postcards can also be used after the show, thanking people for stopping by your booth. This is a tremendous opportunity to turn leads into sales.

5. Follow-Up. Some business experts recommend getting several postcards designed, and mailing them consecutively to leads. If someone requests information, send them a different postcard every few days, or every week, for a designated period of time. Why? Well, a recent study found it takes people 5-12 times of exposure to a product or service before they decide to make a purchase - and this is even if they are interested in the product in the first place! Keeping your business in their mind, as inexpensively as possible, is key.

I wish you the best of success!