These smudges and rub or scuff marks have been referred to as “postcard (or mail) survivability.” Meaning, how well does the postcard survive while traveling through the high-speed rollers and sorting systems of the United States Postal Service (USPS)?
Here is some valuable insight I have learned over the years from our real estate postcard marketers that is relevant for any small business. Realtors like to use postcard marketing for two reasons. The first is to drive inquiries and leads (short-term). The second is drive more business and referrals (long-term).
Before you tackle this question there is one higher-level question you might want to consider. That is, are you sending your postcard marketing to the right mailing list or audience?
I have seen a lot of postcards come through our operation that have poor quality or low resolution photos on either the front or the back (or sometimes both!). The quality of your photos can make or break the effectiveness of your postcard marketing. Don’t settle for poor quality photos and images, because it is easy to fix this problem. Let me share with you several resources, tools and techniques I use when helping our customers with photo quality questions.
I love paper! LOVE it! LOVE IT I SAY! The color, the brightness, the textures, the piles and piles of swatch books and samples that cover my desk, I love it all! I love my paper sales rep, my paper spec rep, my paper distributer, my printer, my envelope converter, the paper specialty store, my paper delivery guy, I love anyone who can share tiny morsels of paper knowledge that will help me be a better designer. Even with my unbridled infatuation with it, understanding the technical aspects of paper and deciding what paper to choose can be a bit daunting. Keep the daunting process of paper selection simple by asking yourself two questions: What type of printed marketing piece am I producing and what is my budget?
My marketing team is not perfect, but we sure try hard. Over the years we have sent countless direct mail business postcards to both prospects and customers. For the ones that have worked well I have noticed a pattern (or set of principles) for what works well and what does not. I have outlined seven of the basic principles that we tend to follow when we are designing our own direct mail postcard campaigns.
Let me begin by stating that my purpose in writing this post is not to convince you why you should use demographic targeting in your direct mail campaigns—its effectiveness is a firmly established and well-documented fact—but how you should use it. For the following example, we’re going to assume you’re a B-to-C company.
As businesses get creative in their marketing strategies, they are using magnets to promote themselves. You can make a long-lasting impression by handing out a magnetic business card or branded calendar. These can be put on refrigerators, filing cabinets, magnetic white boards, or any other magnetic surface. This ensures that your information is constantly visible. The more your recipients see your information the more they will remember you. Another clever way to use magnets for your business is to simply adhere a small one to the end of a printed piece. For example, a printed postcard with coupons or a calendar of upcoming events at your location.
There are numerous advantages associated with starting and operating your own business. For instance, you manage your own schedule, you answer to yourself, and you get enjoy all the profits from the business, among other benefits of entrepreneurship. However, owning and starting your own business is also challenging and takes a large amount of consistent motivation and self-discipline. The success or failure of your business rests entirely on your shoulders and can be impacted by how you establish it. With that in mind, before you venture towards starting your own business, you must evaluate whether you possess the characteristics of a successful entrepreneur as well as ensure that your business is set up for success. Let’s dive into some of the major first steps in forming your own business, beginning first and foremost with qualifying yourself as an entrepreneur.
QuantumDigital, Inc. makes targeted direct mail simple and fast. By combining 24-hour turnaround speed, easy-to-use tools, geo-mapping, and an affordable turnkey approach, QuantumDigital helps real estate professionals and small to medium-sized organizations target their marketing and reach customers faster. A provider of printed postcard marketing, direct mail marketing, and on-demand printing services, QuantumDigital is also the creator of QCards, the first direct mail marketing iPhone app for small business.
