Postcards role in marketing

By
Services for Real Estate Pros with Digital and Direct Response Marketing

On the Trump U Marketing Blog I posted about the pros and cons of using postcard to market your business.  I know many real estate professional use postcards in their business so I am sharing the meat of the post here. 

A postcard by USPS standards is no larger then 4x6.  So when should you use this potentially very effective mailing device?

Pros:

  • Postage is lower then any other class of mail
  • Fast and easy to print and mail out
  • Inexpensive to produce in small or large quantities
  • Great for timely promotions or specials
  • Can be used as a reminder to an earlier direct mail effort
  • You can use graphics and text to communicate

 Cons:

  • May get lost in your consumers mail pile
  • Limited space to tell your story
  • Size limits room for creativity (although you can be creative)
  • Too small to send to a potential prospect
  •  May not perform as well as a larger mail piece
  • Some marketers rely too often on postcards when other formats would be better suited.

I think the pros win but remember to make sure your marketing goals match the medium.

Do postcards work for your business? 

What direct mail methods work best for your business? 

Do you agree with my assessment? 

Let me know by posting a comment.

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Rainmaker
210,832
Renae Bolton
Marketing 4 Realtors - Garfield Heights, OH
I'm your Professional Real Estate Marketing VA!

Hello Josef -

I completely agree that you have to weigh the pros and cons of using a postcard as your marketing piece.  For our clients, we typically use a combination of e-mail, telephone calls, and snail-mail (regular mail) marketing.  The regular mail pieces include postcards but are not the only thing we send out via that medium.

To decide whether to use a postcard or something else, first assess what you are sending. Updates on properties you've just listed or sold?  Information about concerts coming to the area for the 4th of July?  Changes in tax cut information for home improvement?  If it is lengthy, or requires more text to get the message across, then a postcard probably won't work.

There is a fine line with using postcards to market.  The biggest thing I'm seeing lately is that realtors do not want to spend the money on printing and postage because they can send the information out via e-mail - which is essentially free.  But free isn't always the best choice, is it?

~Renae

Jan 11, 2008 12:33 PM #1
Rainer
25,794
Lois Geller
Lois Geller Marketing Group - Aventura, FL
Marketing Trainer/Speaker/Author

Hi Josef,

 Well, I'm glad to see you jumped in to Active Rain. Lots of postings, and let's see your response.

  

Jan 11, 2008 11:35 PM #2
Rainmaker
495,132
Daniel J. Brudnok, REALTOR
Berkshire Hathaway Home Services Fox & Roach, REALTORS - Exton - PA License #RS-225179-L / Delaware License #RS-0025038 - Downingtown, PA
SRES, e-PRO,ABR,GREEN,CSP

Josef,

I like postcards...even though they are used widely here in my market.  I accept the challenge to make sure my postcards are one that will be looked at and not just pitched.....

Jan 11, 2008 11:48 PM #3
Rainer
6,520
Joseph McCullen
Silentstill Photography & Design - Cape May, NJ
Hello,  I agree also, postcards are very effective when used properly.  Although the con of 'size limits creativity,' I think marketing at it's best is simple, short and to the point.  Striking images and well thought out text really make postcards and all other ad media effective.
Jan 12, 2008 09:42 AM #4
Rainmaker
160,658
Josef Katz
Digital and Direct Response Marketing - Manhattan, NY
{Marketing Maestro}

Renae,

Thanks for the note.  It sounds like you have an integrated marketing approach to reaching your customers.  Your approach is on the money and will perform better then any stand along marketing effort.

 

Lois,

Thanks for stopping by.  Yes, I think this is a great community for TrumpU.

 

Dan,

If you are willing to spend a bit more on postage you can get creative with larger self mailer formats.  Good luck.

 

Joseph, 

AIDA is the key to all marketing.  Attention, Interest, Desire and Action.  If you can grab attention, create interest in your offer and the recipient has the desire to take action then you have a home run regardless of the marketing format.  For more on AIDA here is the wiki definition http://en.wikipedia.org/wiki/AIDA.

 

Thanks all for stopping by and reading 

 

 

Jan 12, 2008 10:08 AM #5
Ambassador
163,930
Monica Bourgeau
New Phase Business Coaching - Portland, OR
Business Coaching
Thanks for the tips, we are big fans of postcard marketing as well.
Feb 05, 2008 11:33 AM #6
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Rainmaker
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Josef Katz

{Marketing Maestro}
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