Postcards: The essentials are bold, brief and compelling.
Here's how to produce amazing results from tiny territory and precision creative.
Postcards–the unpretentious little urchins of the direct mail game–can be a heavy hitter in your marketing mix. But for as unassuming as a postcard may appear, there are a lot of significant rules to this game that can make the difference between bust and bonanza.
On the plus-side, postcards are generally affordable despite recent postage rate changes. There is no envelope to mask your message, and friendly, attention-getting cards get through the mailbox clutter. Done right, postcards can produce a healthy Return-on-Investment as well as boost and extend the effectiveness of your overall strategy. And that idea brings us to the first of 9 tips in the checklist.
1. Postcards do not stand alone. But they can be one strong tactic when properly fit into a broader plan. Don't count on a big splash from a one-time drop of a few postcards (and then conclude "they didn't work.") So... 2. Think quantity. In building a practice marketing plan for a client, we often recommend mailings at a minimum of 5,000 pieces for the first of several weeks. 3. Think frequency. Repetition (in just the right measure) works. We would typically build a marketing plan that begins with a postcard "drop" in the first week, followed by additional drops of a similar size every other week over 4 to 6 weeks. 4. Take a breath, if needed. These numbers can sound a little astronomical to the uninitiated. But we know from experience-hundreds of clients, millions of pieces of direct mail and many years-this is simply what's needed to be successful. Conversely, if you were thinking a lot smaller numbers, there is little need to read further. Stop now and avoid the disappointment...or call us and we'll explain. 5. Think multi-dimensionally. Postcards are not universal in size, shape, weight...and ultimately postage cost. But, as a starting point, there are specific postal requirements (including penalties) that establish the territorial rules. Regulations and rates changed recently, and you can expect to pay a premium if you try to play out-of-bounds. Knowledgeable and professional creative help knows how to design to the right size for maximum effectiveness without paying a premium. |
Postcards provide limited real estate to accomplish a lot of tasks. Subtract some space on the card for the correct address allowance, barcode and return address, and the remaining breathing room for your message is tight. Plus the typical reading time can be just this side of a few nanoseconds.
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Hire us! Why? Because we have …
1. Solid experience in management of medical-related projects.
2. Ability to collaborate and work well medical professionals.
3. Good understanding of usability, conversion funnels, web analytics, web design, and information architecture design.
4. Good understanding of technical requirements of organic search
5. Good medical writing skills and HTML skills
6. Similar approach and philosophy about organic search as yours.
7. Familiarize with Google’s webmaster guidelines.
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