Ultimately, marketing postcards are meant to bring in leads, stimulate conversations with prospects, and spread awareness of your business as cost-effectively as possible. But you can—and should—make an effort to get creative. The best part is you won’t have to spend any extra money to do it.
How do you get creative with your marketing postcards?
There’s no one-size-fits-all approach, so we’ll lay out a few ideas to give you a foundation from which to work. The key to an effective marketing postcard is to be remembered, but you want to be remembered for the right reason. Don’t be afraid to branch out. Just make sure you’re doing it with well-thought-out intentions. A few things to remember:
- Consider what you want the recipient of your postcard to do or think when they get your postcard.
- Think about your audience and what message will resonate most. In other words, what does your audience value the most and how do you speak to that?
- Outline the benefits of your offering, not the features.
- Be personal, relevant, and timely.
Form a Creative Box
It may seem counterintuitive, but creating a framework helps stimulate creativity. We’re not talking about rigid rules. For example, start by writing down your value proposition as you understand it. And don’t try to be fancy. Your value proposition is what it is; you may help people save money or treat them to a luxurious experience, either way, your “value” is the thing you do that people are willing to pay you for. And there are many different ways to tell the message of your value, whether it’s with a market update postcard heavy with numbers, or a sports calendar postcard that’s easy on the eyes.
To narrow your creative box further, think about what message you want to send to your audience. Will they be more likely to be pleased with the usefulness of a market update postcard? Or would they prefer a sports calendar postcard? If you can’t decide, it may be helpful to think of a few of your best customers and do what you think they would like.
Now that you’ve established a creative box, you should have a very clear idea of what you want to accomplish and how you might go about it.
Put Fresh, Personalized Spins on Classic Marketing Postcards
Calendars and recipes make solid marketing postcards, but consider stepping them up by adding relevant personalization. For example, let’s say you’re a financial advisor and you like to send out recipe postcards. Think about the time of year, the local cuisine of your region, and anything else you know about your audience when you come up with a postcard concept. Taking the local cuisine idea a step further, let’s say you’re marketing to prospects in Philadelphia, consider concocting a recipe for a local classic like a Philly Cheesesteak.
Be bold and make a statement about how great the recipe is. Chances are, you’ll have grabbed your prospect’s attention by challenging (in a playful way) something they take great pride in. And even if they don’t think you’ve got the best recipe around, they’ll surely remember you for being so bold, yet tasteful.
One word of caution: while personalization is extremely effective when it’s done well, executing it poorly can make you look pandering and unauthentic. That said, don’t be afraid to go for it—nothing ventured, nothing gained.
Be Creative With Postcards Even When You Can’t Think of Anything
Foil, consumer tips, and color-me postcards make great, attention-grabbing pieces because recipients receive something useful (consumer tips) or unique and fun (foil and color-me). Seasonal marketing postcards like calendars also make great additions to your direct mail mix because they’re relevant and your prospects are more likely to keep them around for decorative purposes.
Take seasonal postcards a step further by working in designs that highlight popular sports events or other popular occasions relevant to your audience.
Don’t Overthink your Postcards
When it comes to any marketing activity, whether you’re sending postcards or creating a social media campaign, you might not get it exactly right the first time. After all, every marketing effort comes with unique challenges. That’s why it’s important to take decisive action and adjust accordingly based on what you learn. Only by seeing how your audience reacts to say, consumer tips postcards, will you know whether it was a good idea or not.
What’s more, your best ideas often come from your subconscious. When you try to solve every problem with logic, your postcards will inevitably become bland.
Creating Marketing Postcards Isn’t Just for Creatives
If doing something creative like deciding on a marketing postcard design makes your skin crawl, try not to think of it as a “creative” endeavor. We all have the skills to solve problems, and that’s all designing a great postcard is about: solving a problem. Except with postcards, the problem is figuring out what message and medium will make your audience most likely to want to do business with you.