Renewing Ties with Postcards

Daisy protects my postcards and me Do you see that brown box on the floor, in back of and to the right of Daisy, one of my office’s mascots?

That box contains postcards that I partially used for a marketing campaign last year. The company that created the postcards has a minimum 2,500 run.

I didn’t need that many postcards, but I decided the purchase would still be worth the campaign cost.

I was right. My project, which focused on attracting wholesalers, netted me several thousands in profits.

The remaining postcards stayed on my mind for the next six months. I purposely left the box on the floor so that I’d remember their existence.

Earlier this month, I created a new project focused on the same wholesalers and knew that the postcards would be perfect to make contact. But my message was slightly different than the first. How would I make changes without making the postcard look messy?

I did what any smart marketer would do. I crossed out two words on the postcard and replaced them with updated text. That’s something you shouldn’t do on a business card, but this type of update on a postcard forces the target to take a second look at the message.

So far, the results have been good. Sales have more than covered the price of the campaign, but I’ll follow up the mailing with telephone calls to the best prospects.

An article on the Solo Business Marketing site contains ideas for selling to past clients that are similar to what I’ve explained. I hope you’ll be able to make connections that renew good relationships.

Technorati Tags: marketing campaign, wholesalers, postcards, Solo Business Marketing, small business marketing

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April 27, 2006 | Filed Under Customer Connections, Problems & Solutions, Recent Entries

Comments

2 Responses to “Renewing Ties with Postcards”

Flora Morris Brown on April 27th, 2006 8:40 pm

Postcards are my favorite means of staying in touch with my contacts. They are affordable and easy. Even more important, they are irresistable for the receiver. Even if a customer tosses a postcard in the trash, they will always flip it over and reach the back side first.

By the way, Daisy is looking quite capable of keeping watch over that box until you use those postcards. Woof!
Shirley George Frazier on April 27th, 2006 10:05 pm

My thoughts about postcards are exactly the same.

The visual on one side and message on the other guarantees that it will be viewed before it’s kept or tossed.

I have disposed of the box, so Daisy now must find something else to guard.