affordable postcards

Charity launches homes campaign
A homeless charity launches a major protest calling for 30,000 affordable homes across Scotland.

"Tastes Great, Less Filling"

We remember successful advertising campaigns for many different reasons - they are clever and well-written (I'll address this in subsequent articles), but more than that, we remember them because we hear or see them over and over again.

Don't give up after just a few mailings. Our company once had a real estate agent client who mailed NINE months in a row without a single phone call. He had decided that if he didn't get any results on the tenth mailing, he was calling it quits. On that tenth mailing, his postcards yielded three high-quality listings. Just one of those listings was more than enough for the ten months of postcards.

Getting the idea?

You remember when Grandma told you that patience is a virtue? You might not have realized it then, but she was talking about your postcard marketing campaign, too.

"I just saved a lot of money on my car insurance!"

"Where's the Beef?"

The truth is, anyone who doesn't live under a rock already knows that successful advertising campaigns are based in repetition, repetition, repetition - and consistency. Let's take a few examples. What comes to mind if I say...

If I've heard it once, I've heard it a hundred times: less than ten days after their first postcard is mailed, the client calls me and says, "Rachel, it should have arrived a few days ago, but my phone hasn't rung yet. Are you SURE the postcard was mailed out?" First I reassure them that we mailed it. Then I remind them again that it usually takes several mailings before the phone starts ringing off the hook.

Do you buy a product the first time you see it advertised?

Here are some tips to help you get the most out of your postcard marketing budget.

Sometimes my clients believe me... and a few months later, they start seeing great results from their postcards. Sometimes my clients don't believe me... and they give up on postcards before ever really giving them a chance.

Do you buy a product the second time you see it advertised?

Use common sense by thinking about your own buying habits:

Aren't you much more likely to buy a product after you have seen it advertised several times?

Yet when it comes to postcard marketing, many of my clients seem to think that one huge run of postcards is sufficient for their advertising needs for the whole quarter or the whole year.

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