Post Card Marketing?

[jbankO]

I've created a postcard I'm having printed up and mailed out utilizing the usps for 14.2 cents per post card. They're 8.5 x 5.5 post cards. When you receive a post card do you normally trash it, or if it looks interesting do you take a peak? Printing and mailing 5,000 comes up to aprox 950$ so I'm just wondering if I'm wasting my time or not w/ these. Opinions welcome!

 

[Envious Eric]

well, you are soon to find out how it works in your market! thats just a temporary expiration date right...or are you giving 5000 potential new clients 2 weeks to use the coupon?

 

[jbankO]

well, you are soon to find out how it works in your market! thats just a temporary expiration date right...or are you giving 5000 potential new clients 2 weeks to use the coupon?

Yeah the expiration date that will be going out is 12/31/11. Was just wondering if anybody else had experience w/ the post cards and what kind of rti they may have received. Although like you say, I do realize its really dependent on geographical market.

 

[Richard Grasa]

When I check my mail, I skim through stuff like this and if it looks interesting and like something I may need I'll take a closer look. If not, I just chuck it. I have been hesitant to do a mailing like this because I think most people, no matter what it is, look at it as junk and just toss it. Have you thought about getting a mailing list from a company so you can mail these just to your target demographic instead of just 5000 random people? Or are you already doing that? Like get a list of people who own higher end cars, or subscribe to certain publications? I'm not sure how much such a list would cost, but I think it would get you a better ROI.

 

[jbankO]

When I check my mail, I skim through stuff like this and if it looks interesting and like something I may need I'll take a closer look. If not, I just chuck it. I have been hesitant to do a mailing like this because I think most people, no matter what it is, look at it as junk and just toss it. Have you thought about getting a mailing list from a company so you can mail these just to your target demographic instead of just 5000 random people? Or are you already doing that? Like get a list of people who own higher end cars, or subscribe to certain publications? I'm not sure how much such a list would cost, but I think it would get you a better ROI.

Well the neighborhoods I'm targeting have an avg home value of around 500k. Granet the home value has nothing to do w/ the cars they drive, but I figure nicer home/neighborhood the nicer vehicles they possibly own. I never thought about getting a list to see what the people possibly subscribe to though, also not to sure where to go about finding that information but that is a good idea. The only problem w/ that is the usps system goes off the mail route, so unless the person whom subscribes to anything relevant about auto may or may not be in that mail route if that makes sense. It would probably cost 2-3x as much to target 5,000 specific households which my monthly marketing budget does not allow for at this time.

 

[jimmybuffit]

I have never done postcard mailings, so I won't comment on the outcomes.



In her book, "Postcard Marketing", Joy Gendusa (CEO of postcardmania.com ) makes several salient points. The most significant is repetition. Gendusa stresses that the consumer needs to see the same image on at least three occasions. That's right, do the same mailing three times. IMHO, your "call to action" (15% off) may not be strong enough.



FWIW, they can design, print, create lists, and mail. Their website has a wealth of thought-provoking information on the topic. Worth a look.



I say again, I have never done postcard mailings, so I won't comment on the outcomes.

 

[WAS]

In her book, "Postcard Marketing", Joy Gendusa (CEO of postcardmania.com ) makes several salient points. The most significant is repetition. Gendusa stresses that the consumer needs to see the same image on at least three occasions. That's right, do the same mailing three times. IMHO, your "call to action" (15% off) may not be strong enough.

Agreed on repetiton. Your name has to be out there enough for people to remember it. And personal opinion, I think your 15% off is more than enough for a call to action. IMO, someone isn't going to say "well it's only 15% off and not 20%, so I'll pass". The customer will see they're getting a deal, whatever that deal is, and either take it or leave it. Giving more of a discount isn't going to see you getting a proportionate amount of more customers.

 

[jbankO]

Thanks for the info guys. Wonder if I should print 6000 and just do three 2000 mail peices vs one big mailer.



Do you guys think once a month or once every two weeks?

 

[MichaelM]

I've done a few postcard campaigns to the same addresses over the course of a couple years. As stated, repetition is key. What has worked for me is to send them out with a 4 to six week expiration date and do at least three in a row. In my area we are very seasonal with spring and fall being the busiest. I would do 3 in the spring and three starting at the end of summer. I usually got anywhere from 10-20 inquiries with 2000 sent out but I also would have people come in 6mos after I stopped the campaign because they remembered the name. I only send them to my customer list now and concentrate on internet a bit more.

 

[lester107]

The thing about them that would turn me off is that the pictures you used look like manufactures images you just pulled off google (not sure but they could also be copyrighted by the company which could lead to trouble). I think using images of cars that you have already worked on could be more effective as it would show that your already established and have been trusted by others.

 

[WAS]

The thing about them that would turn me off is that the pictures you used look like manufactures images you just pulled off google (not sure but they could also be copyrighted by the company which could lead to trouble). I think using images of cars that you have already worked on could be more effective as it would show that your already established and have been trusted by others.

I've heard this argument many times from detailers, but you need to remember that you're trying to attract customers from the general public. 99% of the general public isn't even going to make that correlation. They see the deals and they want it done, plain and simple. If you did get a customer that was picky enough (maybe a very high end car owner), they would most likely simply ask for references, or research you online before contacting you.

Thanks for the info guys. Wonder if I should print 6000 and just do three 2000 mail peices vs one big mailer.



Do you guys think once a month or once every two weeks?

Stagger it. Three sets of 2000 pieces. Keeps you from overbooking yourself from tons people calling all wanting their vehicles done that same week.

 

[Lotuseffect]

maybe I can lend you a hand. First, call your local post office which will be delivering this mailing and ask to speak to either the postmaster or station manager. Then tell him/her you are doing a Eddm mailing of 5k and looking to possibly do another in the future.

Tell him you would like for him to ask the carrier to save any portion of the mailing which may be discarded due to vacant and temporarily away homes. Ask Jim to please distribute the unused portion of the 5k to adjacent routes to your targeted area OR please call him to pick up the unused portion in order to not have extras in the future.



Pm me about this. I have used the USPS with good success. I did a mailing to a area with professional offices (dentists, lawyers, etc) and picked up 4 regular customers each of which first wanted a full correction.

 

[Envious Eric]

soooooooooo, whats the verdict here? I am finally about to launch the first wave of my express business and would like some input on how post card marketing went!



I have tried it for Envious Detailing, but since its higher prices and focuses on paint correction (not what most people want), it didnt go so well! (4 calls from 5000 fliers = crappy return, but lots of website hits = price was a turn off = prices shoppers = not my ideal clientele)

 

[jbankO]

soooooooooo, whats the verdict here? I am finally about to launch the first wave of my express business and would like some input on how post card marketing went!



I have tried it for Envious Detailing, but since its higher prices and focuses on paint correction (not what most people want), it didnt go so well! (4 calls from 5000 fliers = crappy return, but lots of website hits = price was a turn off = prices shoppers = not my ideal clientele)

Sorry I've been super busy down here w/ the great weather. Its starting to rain a little bit this week so hopefully I'll have some time to finish up the post cards. I made a couple errors on them, one bein the usps info has to be in the top of the post card and I have it at the bottom, second apparently the post card has to be 8.5 x 6.25, where I was told 8.5 x whatever or whatever x 6.25, it was supposed to be an either or thing not both but apparently now they are saying it has to be 8.5 x 6.25 where I had 8.5 x 5.5. So I'll fix that and then should be good to go! I'll finish them up this week then get them printed and sent out and post back w/ an update of how it went!