Unless you’ve been in hibernation for the past 24 months, you’ve probably seen a few marketing buzzwords floating around in cyber sphere: gamification, visual storytelling and Big Data.  While the first two are relatively easy to understand, the latter is worthy of some explanation since Big Data can provide you with a magical (and powerful) crystal ball that can not only have a dramatic impact on your postcard marketing campaign but your overall bottom line.

    What It Is

    If you head over to Google and search for the definition of Big Data, you’ll find everything from one sentence answers to 1500 word blog articles that try to explain what’s actually a very simple concept.  Big Data is essentially a data bank where human actions are logged and quantified. This data can then be aggregated, analyzed and used by government agencies, pharmaceutical companies and even small businesses just like yours.

    Where to Start

    Thanks to advances in technology, the price tag associated with Big Data is now more affordable than ever.  Google Trends, a platform that will let you conduct unlimited searches for free, monitors trending topics by quantifying how frequently a specific search-term is used over a specific period of time.  The data produced can help you keep a pulse on your target market and the things they care about the most…all critical when it comes to the messaging of your postcard marketing campaigns.

    Big Data Benefits

    By embracing the power of Big Data, you’ll better understand your customers and prospective customers.

    How?

    By giving data a human face.  Big Data can help you fine-tune who your ideal customer is by aggregating data related to age, gender, ethnicity, income and marital status, amongst a laundry list of other criteria.  This data can then be used to define who your most valuable people (MVP’s) are, which in turn, can help you create super-targeted postcard marketing mailing lists full of prospects that will actually care about your product or service.   Prospects Plus can even offer you free counts so you can size up your ideal target market BEFORE you mail.  Check out their video to learn about the type of Big Data available.

    What’s more, when you have insights regarding your target market at such a granular level, you’ll be able to modify your messaging to truly “speak” to these individuals, which can dramatically improve your response rates.

    Additional benefits of Big Data include:

    • Predicting Customer Behavior – If you were a psychic and could accurately predict the decisions your customers are going to make sometime in the not-so-distant future, how would that affect your business? Big Data might not be a crystal ball, but it can aggregate 3rd party data to help you successfully predict customer purchases, as well as shifts in behavior and sensitivity to price increases.   These are all important in direct mail campaigns.
    • Real Time Personalization – Relevancy and timeliness are important pieces of the marketing puzzle. In fact, research indicates that personalization of messaging can deliver 5 to 8 times more ROI and increase sales by up to 10% or more.  Google Trends can help you send the right message to your target market at precisely the right time. Embracing the power of Big Data can make this seemingly impossible task possible.
    • Tracking Marketing ROI – Before Big Data’s existence, it was impossible to quantify the ROI of a single social media post or blog article when it came to marketing reach and revenue generation. Big Data now makes it easy to track the success of blog posts or social media posts through things like page views, likes, shares, Retweets, +1’s and sales generated. If something is popular, you’ve clearly touched on something that is important to your target audience.  If there’s zero engagement or very few sales, it’s is a pretty clear indicator that something is wrong and your strategy should be modified accordingly.  

    Recent reports indicate that by harnessing the power of Big Data in postcard marketing campaigns, many businesses are experiencing increases in lead generation of up to 50% – AND at a cost that’s about 33% less.  And the best part is that many digital printers make it super easy to integrate Big Data into your direct mail marketing campaigns.

    If generating more leads at a lower price-point is music to your ears, give us a jingle today at 866-319-7109 or at okiam@prospectsplus.com to learn more about how we can help you improve the ROI of your postcard marketing efforts simply by embracing the power of Big Data.

      Birthday candles

      How to Use Birthday Marketing to Get NEW Customers Fast

      Ahhh, it’s that magical time of year when the ones you love break out the wine and bake a cake to celebrate… you!

      Yep, it’s your birthday.

      While many of us cringe at the thought of turning yet another year older, it’s OK to admit that deep down, you kinda like the extra attention.   And guess what?  Chances are that your customers do too, which presents a very unique marketing opportunity for your business.  While they are busy celebrating with friends and family, why not give them something they’ll TRULY love: a discount or a birthday “reward.”  It’s a quick and inexpensive way to build customer loyalty – and is something that probably won’t be forgotten anytime soon.

      With 2016 already here, now is the perfect time to start a birthday marketing campaign.  It’s proven to yield double digit response rates (that’s 10 times the national average) and by following the 4 simple steps we’ve outlined here, your campaign will be ready to launch in no time!

      STEP 1: Define Your Hook 

      Before you start thinking about the size and design of your birthday send-outs, the first thing you need to do is to define your birthday promo.  The quickest – and easiest – way to do this is to put yourself in your customer’s shoes.  So, grab a cup of coffee, sit back in your chair and brainstorm a bit: if you were checking your mail a few days before your birthday and saw something from one of your favorite local businesses, what type of promotion would REALLY stand out and pique your interest?

      • If it’s from a spa or salon, perhaps it’s a free service or plan a spa birthday day with friends.
      • If it’s from a restaurant, maybe it’s a BOGO or even a free or meal (BTW…The free dessert doesn’t get anyone in the door.)
      • If it’s from the local pub, a free drink on the house may be enough to whet your whistle.
      • If it’s financial planner, certain key financial decisions are made after specific birthdays

      Or maybe you just want to get in the good graces with your customers and just say Happy Birthday!  That really does go a long way to maintain loyality.

      The options with your promotions are endless.  It’s important to note, however, that the type of promotion you use needs to speak to your customer base while aligning with your business goals if you expect to see a positive ROI with this type of marketing campaign.

      STEP 2: Nail the Timing 

      Timing is everything.  While there are certainly worse things than receiving a belated birthday wish, its impact won’t be nearly as effective. When sending out your birthday promos, plan things out so that your customers will receive them as close to their actual birthdays as possible.  If “better late than never” is one of your mantras – or if you really just want to think outside the box – there ARE clever ways you can get away with sending out a promo after your customer’s birthdays have passed, however.  For example, if you’re a spa owner, you might use something like:

      Another birthday has come and gone.

      You’re another year older.

      Another year wiser.

      And your muscles are another year achier.

      Stop by today for your FREE 15-minute massage!

      Just keep in mind that if you’re sending out your birthday promos after your customer’s birthdays have passed, it’s something that should be done intentionally and clearly referenced in your messaging.

      STEP 3: Focus on the Details 

      The end goal of a birthday marketing campaign is to attract new customers and/or improve current customer engagement and loyalty. Attention to detail, both big and small, is a critical piece of the puzzle and there’s one very basic thing that can jeopardize your entire campaign: misspelling your customer’s name. Digital printers use technology called variable data printing to imprint the birthday recipient’s first name on the card to give it that extra special touch.  However, if you’re not sure about someone’s name, don’t take chances: sending out a generic greeting is a much better option than printing the wrong name.

      Also, if your birthday promo features an offer or reward, include a clear expiration date.  This will prevent awkward situations from arising should your customer try to take advantage of your offer AFTER it’s already expired.  No one likes visiting a business to take advantage of a promo, only to be declined.  It’s embarrassing, a bit demeaning – and will have the complete opposite effect that you were shooting for here.

      Step 4: Be Sensitive 

      A good rule of thumb is to avoid mentioning your customer’s age or other specific details since this can lead to trouble, especially if your customers don’t find “aging gracefully” to be graceful at all.  No one likes having their personal information out there for the world to see, so it’s best to stick to the basics: name and promo.

      A birthday marketing campaign is simple and easy way to engage with each one of your customer’s on a more personal basis.  And the good news is that by embracing the 4 steps outlined here, the planning process will be a quick and painless one.

      Need help with birthday marketing ideas or design?  We can even run a count on how many upcoming birthdays are around your business.  Just give us a jingle today!  877-222-6010 or by email at okiam@prospectsplus.com

        Creating Your Own New Normal for 2016

        By Todd Robertson

        If you’re like a lot of successful business owners, you’re probably analyzing everything you did in past twelve months.  You also are probably asking yourself a few questions:

        • What worked and what didn’t?
        • Did my actions support my goals?
        • Did I earn what I’m worth?
        • Did I take personal responsibility for my success or failures?

        By carefully analyzing the past you can discover the elements that you can take into the new year and create
        your own new “normal”.  In other words – you can advance your game, play at a higher level, and avoid the pitfalls and hurdles you’ve already cleared to excel faster and with hopefully a few less headaches!

        As you approach the new year, many of you are in the process of goal setting.  Let me share a four step system for goals that is used by some of the top performing entrepreneurs in the world.  It’s called the DOME strategy.  Here’s what that stands for:

        • D – Stands for Decide. If you look up one of the definitions of the word decision, you’ll find that it means to “cut off from”.  That’s step one for creating your new normal. What things should you cut yourself off from that aren’t working or haven’t
          worked for you this year?  Whether that be a mindset, a skill, or a system, what can you unplug, cut off, or change up that will increase your success in the new year.
        • O – Stands for Outstanding. There’s never been a more important time to play at an outstanding level.  That means to surround yourself with the best people, strategies, solutions and systems in our industry.  Model your choices on those of successful business owners.  Duplicate excellence.
        • M – Stands for Momentum. Now’s the time to take the stance that what gets scheduled – gets DONE.  That’s how you build momentum.  By cutting out the things that don’t work. By plugging in new systems and solutions that drive your business in smarter ways.  By blocking your time so that you can streamline your processes – as well as schedule those
          things that help you create balance.
        • E – Stands for Tell Everyone. Once you’ve set your goals for the next twelve months, it’s time to tell everyone. If you’re goal is 10 salable listings in your pipeline at all times or to own a geographic farm – tell everyone you know. Put public pressure on yourself to hit those goals. People will help you when you do. They’ll support you. Remind you. Work with you to make them happen. Then commit to doing whatever it takes to make those goals happen.

        Ready to create your new normal and put a plan in place to take 2016 by storm?  Go for it. Remember that we’re here if you need anything. 

        Need help? Call our team at 877-222-6010! That’s what we do best!

          How To Clean Mailing Lists

          Clean Your List so Profits Don’t go Down the Drain.

          It’s no secret that direct mail marketing is making a surge back from the “I’m only doing email marketing” days! More specifically, and to answer a big question you may face, direct mail marketing using postcards is far more profitable for small business owners when compared to using letters and envelopes.

          According to a report published by the Direct Marketing Association in 2013, around 24% of the consumers responded to offers through postcards compared to only a meager 5% response through envelopes.

          The report also reveals that around 52% of consumers read postcards, while only 30% of the consumers read envelopes.

          However, before you can even attempt to experience these types of results, you MUST clean your mailing list so it’s accurate and up to date.

          You wouldn’t want your valuable message to “fall on deaf ears,” would you?

          Here are some easy tips you can do before the New Year so your list is ready for 2016!

          Contact Validation Tools and Verification Databases

          You have quite a few options when it comes to validating in-house maintained contact lists. Of note are validation tools developed by the United States Postal Service (USPS) like the CASS certification tool (Coding Accuracy Support System). USPS also owns a contact database in the form of the National Change of Address Database (NCOA). This database contains the latest updated addresses of people who have moved to a different location within United States.

          The CASS Certification Tool

          The CASS certification tool is of great help with respect to checking the accuracy of contact addresses in a contact list. Before actually giving it to the mailing service provider, you can verify whether the different portions of the address are in the correct format by making use of USPS CASS certification tool.

          This tool checks whether the address is actually valid and deliverable. This ensures the correct delivery of postcards to the intended and verified address and saves a lot of wasted money!

          CASS also performs the validation by comparing addresses with the standard format and points out those addresses that are not in correct format. When detected, it can correct improper formatted addresses. This tool also identifies duplicate contact address records and merges them into a single record.

          The National Change of Address Database (NCOA)

          The USPS continuously updates contact address information whenever contacts move to a different region within the country, and this is updated in the NCOA. Access to this database is only available through licensed direct mail vendors who have the necessary licensing from the USPS to perform checks against the NCOA database.

          While our mailing process already included a CASS certification process when your postcards are mailed, it is always beneficial to clean your list prior to ordering to ensure the best response while avoiding wasted marketing dollars.

          Need help with your list? We can help.

          Simply contact us at 877-222-6010 or at okiam@prospectsplus.com and we’ll get your list cleaned up ASAP!

            When to Send Direct Mail

            Whether you’re a local lawn care business or a multinational corporation, postcard marketing is a great way to get loyal customers to try out what your business has to offer. First time customers are one thing, but to keep a steady stream of those first time customers and to keep them coming back, you’ve got to have establish consistency and repetition.

            How Often Should You Mail Something?

            To stay top of mind with your client base the Direct Marketing Association (DMA) recommends a mailing frequency of every 21 days. Most top companies stick relatively closely to that – usually every 30-45 days to ensure three things:

            • Their customers know they’re still in business
            • Their “irresistible offer” for the month is spelled out for them
            • They’re promoting their brand, driving offline traffic online and staying connected

            They do this first by knowing their customers well enough to know which offers most appeal to their specific customer type. In other words, they do their homework first! Then the wisest develop a multi-layered approach to their marketing and develop a well thought out postcard campaign that not only allows them to stay in touch but also has the ability to build on itself, create a sense of urgency and even help them develop a following. The most effective campaigns actually have your customers calling YOU if they feel like they’ve missed a mailing!

            How Much Is Too Much?

            How do you stay in touch consistently without becoming a nuisance? That’s a question we get asked a lot! Becoming a nuisance is pretty hard to do through the mail. You’ve got to know your customer and depending on your service or product, use your best judgment. Put yourself in their shoes. If you’re an automotive repair shop and you’re giving a five dollar discount on oil changes, it would be smart to send out another postcard in about three months when the next oil change is due. Even in the lawn care business, can’t mow the grass in the snow, but you could give an excellent deal on snow removal. You got to use your creativity. Keep your content and your offer relevant and timely!

            Follow The Leaders

            Using your postcards as coupons is another great idea. You can send out postcards once a month to customers and if they start bringing them in you know you’ve got a winning campaign. Look at the success of the Bed, Bath and Beyond postcard campaign. I know people who stockpile those postcards, and can’t wait until they see that familiar blue and white card in the mail so they can shop at one of their favorite housewares stores! If that strategy works for a multi-million dollar company who already did all the research, why wouldn’t it work for you? It’s when they start coming in without them is when you got to decide what to change on your postcards. Once you’ve mastered the message, frequency and target audience that works best for your customers and your business, you can tweak things here and there to continuously make it better and deliver fresh ideas to your customer base!

            Set It And Forget It!

            How cool would it be if you could set up all your direct mail marketing on autopilot? I mean, plan it once, the designs, the messages, the target market, the frequency and hit GO! This does exist! Automated birthday marketing, automated new mover mailings, life event trigger mailings…all exist. Even automated launch platforms. These systems are designed to set it up once, understand the optimum frequency for your mailings and launch on your behalf while you focus on doing what you do best.

            The subject of appropriate frequency is truly a subjective topic. What works for some may not work for others. We simply recommend testing. Testing frequency, testing offers, testing messaging.

            ProspectsPLUS.com custom campaign division, Opportunity Knocks, can help. Wishing you success for the rest of this month and we look forward to being your direct mail resource you can count on in 2016!

            Call us anytime at 877-222-6010 or visit online at www.prospectsplus.com/pei or for automated or custom campaigns visit www.opknockcards.com

              Sticky Postcard Marketing

              4 Easy Tips To Stay Committed

              As a business owner, there are probably plenty of times when at the end of the day, you feel farther behind than when the day first started. You’ve likely had days when an emergency has unexpectedly popped up and completely railroaded the progress you were making on a major project. And while you hate to admit it, chances are that you feel like you’re being pulled in too many directions all at once. As a result, your marketing efforts end up on a never-ending “to-do” list and continue to be shuffled down the ladder in terms of priority over things like meetings and payroll.

              At the end of the day, however, you know that sales is the lifeblood of your business and that marketing fuels sales. So how can you effectively launch – and stick to – a marketing campaign when you already feel like you’re stretched too thin as it is?

              Here’s a few tips to help…

              TIP 1: Set Realistic Expectations

              Most marketing campaigns don’t produce instantaneous results so it’s important to remember that launching a marketing campaign today most likely isn’t going to result in an influx of sales in the immediate 12 or 24 hours post-launch.

              As they say, patience is a virtue and this is especially true when it comes to the results your marketing campaigns generate. When planning out your marketing campaign, it’s important to have some idea regarding the potential ROI that will be generated. It’s equally important to be realistic with this number.

              TIP 2: Stay Committed

              It’s easy to abandon your marketing efforts if you’re not seeing the results you were expecting. This is one of the most common mistakes that business owners make. Just because a campaign isn’t delivering the results you were seeking doesn’t mean that it’s a complete dud or that your industry just isn’t “good” for marketing, however.

              If your marketing efforts are falling a little short, it’s time to re-evaluate. Perhaps you need to revise your messaging. Perhaps social media marketing isn’t great for reaching your target market, but Postcard Marketing is. There’s no set science to marketing so it’s important to stay committed to your efforts, as well as understand that tweaks may be needed along the way to improve the results of such efforts.

              Embrace technology and use it to your advantage. Just be strategic in what you decide to use, as well as how you will be using it.

              TIP 3: Monitor Your Results

              There are several metrics you should be tracking on a regular basis to see if your marketing strategy is one point. Key metrics may include:

              • Daily number of visits to your website
              • Total number of leads generated
              • Cost per response or lead
              • Number of inbound phone calls
              • Close rates

              And obviously the most important metric is the amount of revenue generated from your marketing efforts. It’s important to keep your thumb on the pulse of your marketing efforts since this information will help you determine whether your marketing strategy is working. If it is, you’ll find it to be a very motivating experience. If you discover that your strategy isn’t working as well as you had anticipated, depending on how you view the situation, it too can be a motivating experience since it’ll often times incite a sense of urgency in making the changes necessary to obtain a better ROI.

              TIP 4: Modify Your Strategy Based On Results

              If things aren’t going as well with your marketing campaign as you would like, don’t be afraid to make changes. Sometimes a minor change – like modifying your call-to-action or tweaking a few lines of copy – can increase revenue by up to 20%. Trying something fresh and new in your marketing efforts just may be the ticket to driving home better results. At the end of the day, if you’re not satisfied with your results, the worst thing you can do is nothing. We use this strategy often with our Postcard Marketing Campaigns.

              By embracing the 4 tips outlined above, you’ll be leaps and bounds ahead of your competitors, most who are probably struggling to launch a successful marketing campaign that is sustainable for the long haul.  Creating a marketing campaign doesn’t have to become an overly cumbersome, time-consuming process.  Neither does staying committed to it.

              We can help. We live, eat and breathe this stuff! December is the time to do this.

              Call 877-222-6010 today and we’ll take as much time as you need to map out an effective marketing plan that fits your budget and meets your objective.

                Postcards and Social Media

                If you’re like most small business owners, you’ve probably heard more than one self-proclaimed marketing guru state the following:

                1. Postcard marketing is dead.
                2. There’s too much “noise” on social media for your message to be heard, let alone for it to be effective.

                The issue here is that these statements couldn’t be farther from the truth. Don’t believe us?

                Here’s some food for thought. Recent studies indicate that:

                • Over 52% of all consumers read postcards
                • 92% of all businesses have increased exposure through social media marketing
                • 80% of businesses have experienced an increase in overall website traffic as a result of social media

                Now, let’s take this one step further.  If both postcard marketing and social media marketing are effective individually, what happens when you combine them into one power-packed, integrated marketing campaign?

                The answer: RESULTS

                When used properly, postcards can be extremely effective offline AND online marketing tools.   After all, they can’t be flagged for spam, don’t require an extensive SEO strategy to be successful and will often end up on someone’s refrigerator if your message is memorable or your offer is compelling enough.

                Here’s how you can up the ante across the board so that you’re obtaining maximum ROI on your business’s marketing efforts both in print AND the digital space.

                1. Add Social Media Buttons to Your Postcards

                While social media buttons work best online (since your customers and prospects can simply click on them and immediately be transferred to your company’s social media profiles), you shouldn’t discredit their effectiveness in driving social engagement in the offline world too.  Chances are you’ve seen Facebook, Twitter, and Instagram logos in print ads, as well as plastered on billboards and heck, probably even on the sides of buses.  There’s a reason for this.  It works.  So why not apply this same principle to postcards too?  It’s one of the simplest ways to generate interest in your business’ online social media presence.

                1. Provide Exclusive Offers on Postcards

                The most effective postcards offer real value.  The easiest way to deliver perceived value to the end reader of your postcard is by delivering special offers and exclusive discounts that can only be obtained if someone engages with your business on social media.   By doing so, you’ll give people a reason to interact with your social media pages.  If you want to take this one step further, make it easy for people to share your promotion on social media as well.  And if you REALLY want to drive engagement, you might consider hosting some sort of contest, where entries are only accepted once someone has shared something about your business on your desired social media platform of choice.

                1. Bridge the Offline and Online Gap with Custom URLs and QR Codes

                The KISS principle of design, developed by the U.S. Navy in 1960, is still alive and well – even over 50 years later!  Embracing this principle is more important than ever when trying to strategically link your offline and online marketing efforts.   After all, do you really think that people receiving your postcard are going to successfully this type the URL https://www.facebook.com/This-Is-The-Page-With-The-Longest-URL-In-The-World-WOW-Its-Really-Very-Long-220173687842 into their web browsers?

                There’s a higher probability that 10 of them will win a million dollars – today – than this happening.  If you’re going to print URL’s on your postcards, keep them as short as possible.  The less people have to type, the better.  If possible, use QR codes.  Instead of typing something into a web browser, your readers can easily scan the QR code with a smartphone app and be taken straight to your social media page.

                It’s fast, simple, and more important, it’s FREE.

                It’s no secret that postcard marketing can build credibility for your business in your local community, especially since most people feel that a company with the budget to undertake print marketing campaigns is more legitimate than one that doesn’t.  When you couple this with the immense marketing power social media offers, it’s a dominant combination that’s undeniably successful.

                If you’re ready to kick-start your postcard marketing efforts, check out our website or better yet, give us a jingle today at 866-319-7109.

                Sources:


                 
                 

                  Holiday Postcards

                  Ready or not, the holiday season is here.  Take advantage by using holiday cards stay top of mind with your customers or send holiday greetings with special offers to attract new customer. This strategy is highly effective, but before you start, make sure you read these seven holiday card marketing tips.holiday-cards

                  1. Be Clear and Concise.  Even when you’re sending holiday postcards, you can use the reverse side to deliver a great message or offer.  If you are sending to both your customer list and to new prospects, consider altering the message slightly. Make it personal and heart-felt, with a note of thanks for allowing you the opportunity to serve them as customers.
                  2. Dual Purpose.  Are you having a holiday customer event?  Charitable program?  Offering a holiday special? Thanksgiving Holiday Card
                    Include that information on the card along with her holiday greeting.
                  3. Don’t Sell.The holidays aren’t the time for salesy messages.  The holidays are about connecting with people on a deeper level.  Keep it light and friendly.
                  4. Not Just Christmas.  Almost all businesses send Christmas cards.  Be different…remember there are several other holidays around this time. Thanksgiving, New Year’s, Valentine’s, Easter and beyond. There’s always something to celebrate with your customers.
                  5. Have Fun.  People do business after they feel a connection.  Have some fun with pictures or opt for a
                    photo card rather than a more traditional card.
                    Be creative and show your company’s personality.Holiday Postcards
                  6. Remember Everyone.  You know all those mailing lists you’ve been collecting throughout the year…remember everyone’s important (and a potential customer!)
                  7. Don’t Be Late.  Send your holiday cards out at LEAST two weeks in advance of the holiday every month — oh…and if you’re a procrastinator…mail them first class as opposed to standard-class to ensure timely delivery…it’s a difference of about 10 days or so.

                  Here’s to a great holiday season ahead!  We’re even going to make that a little easier on your budget!

                  From now until January 5th, send any holiday postcard, photo card, or calendar card and SAVE 15% off your order excluding postage!

                  Use these money saving promo codes to get your discount! 

                  HOL15S – standard size, mailed First-Class
                  HOL15J – jumbo size, mailed First-Class
                  HOL15P – panoramic size, mailed First-Class
                  HOL15JSC – jumbo size, mailed Standard-Class
                  HOL15PSC – panoramic size, mailed Standard-Class
                  HOL15SH – any size, shipped to you
                  HOL15M – any size, magnetic stock
                  HOL15PDF – any size, PDF Download

                  Need help?  We’re here for you!  Call our team at 877.222.6010 today. We’ll help get your holidays started and save you money at the same time! Have a great one!  

                    Postcard Marketing Fundamentals

                    Did you know that postcards are the most likely mail piece to be read in your stack of mail?

                    USPS states that 52.5% of consumers say that they read postcard marketing pieces. 46% say they respond favorably to repeated postcard mailings from the same company and are more likely to do business with those companies. Postcard marketing works, and one of the many useful tools in the postcard marketing toolkit is the reminder postcard. But starting with a blank canvas can be somewhat daunting.  We are here to help.

                    Include the Basics

                    Let’s start simple.   When building a postcard template, you should always include the basic information of your business. Essentials include:

                    • Who you are
                    • What you do
                    • What are you offering
                    • How your offer helps someone
                    • Special Call to Action Promo
                    • Expiration date
                    • Contact Info

                    This gives your potential customers everything they need to know so they can decide if they want to do business and how to contact you.  But make sure all of this information is easy to locate and is in a font that is clearly legible and large enough to be easily seen. I know…basic…but if I didn’t tell you and you missed it, I would feel terrible!

                    Brand Imaging

                    A unified brand image should be presented on the postcard. The postcard is another opportunity for you to define your brand image, specifically, the services you offer. Try to use a color scheme that helps convey your message. The postcard helps to build your brand, but also serves your customer or client needs, so make sure it leaves a positive impression.  Keep things, clean and simple and use high quality images when possible to convey a message.  You know the ole’ saying…an image is worth a thousand words. (BTW…a postcard doesn’t have room for thousand words)

                    Welcoming Language…AKA “Tone”

                    Use welcoming and inviting language in your postcard. Certain words have the power to appeal, but others can turn people away. Choose words carefully to convey your message in a fashion that is concise, yet still gives the recipient a warm and familiar feel.  A “Friendly Tone.”

                    Capture the Reader’s Attention

                    As I mentioned above, your postcard only has a limited amount of space to capture the readers attention. There are several ways to capture attention:

                    • Clever tagline
                    • Pleasant images
                    • Extravagant colors
                    • Special offer
                    • Client testimonials

                    Proofread for Accuracy

                    I had to through this in.  I know…obvious…but check and recheck your work before you start Confirm the information is up to date and that you haven’t made any typos. These types of mistakes can detract from the professionalism of your business.

                     Use High Quality Materials

                    “Perception is Reality”…if your postcard looks cheap…customers think you’re not willing to make the investment in your company.  Make the extra investment to create a good quality product. Go with a good quality card stock as a way to convey that you offer a high quality service. Thicker card stock, a premium high gloss UV coating on one side – these make a positive impression that can help set you apart from the competition. Your business will be perceived as more professional when you present a more professional image.

                    At www.prospectsplus.com/pei you can build your perfect postcard using our extensive industry specific image gallery and over 50 postcard templates.

                    If you get stuck or want to chat about a potential strategy give us a jingle at 888-222-6010.

                      Direct Mail Landing Pages

                      Tips for Creating Highly Effective Landing Pages and Conversion Forms

                      As a small business owner, we’re sure one of the first items on your start-up list was a spectacular website.  After all, If people can’t find you on the web, you might as well not be in business.

                      But as technology has improved and consumer’s attention spans have regressed with the insatiable appetite for immediate gratification, “Landing Pages” have become almost a necessary for every business.

                      A Landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.

                      To make ROI soar, many businesses are combining the strengths of postcard marketing and online marketing so that the benefit accrued by one channel can be used to improve the effectiveness of the other. By designing highly effective landing pages, your direct mail marketing will be more likely to convert into paying customers.

                      Here are three quick tips to increase the power of your landing pages.

                      1.) Place the Conversion Form in Top Half of the Page

                      The conversion form should be located above the fold in the landing page. This will enable leads to instantly view the offer provided in the conversion form. If the conversion form is placed in the lower section of the landing page, leads have to scroll down to have a look at the offer form. Some leads might not even scroll down and leave the landing page without seeing the offer form.

                      2.) Include Only the Optimum Number of Form Fields

                      The conversion form should only contain an optimum number of text fields. Sufficient care should be taken to design such text fields. When conversion forms carry a number of secondary text fields that are not actually needed for data collection, leads may very well abandon filling up the form and quit the landing page altogether. If possible, secondary or optional fields should be provided in the form of check boxes and radio buttons, or removed altogether.

                      3.) Use an Uniform Call to Action Text

                      Campaign managers need to have their call to action text sprinkled across the different sections of the conversion form and wider site. It is also more effective to use the same or similar text for each call to action button and heading, reiterating exactly what the customer will get when they complete the form. Conversion forms should be simple and straight to the point, and easy for anyone to understand.

                      By using these techniques, campaign managers can see a dramatic increase in lead response rates.

                      Need help implementing this technique?  Give us a jingle at 888-222-6010.  We’ll talk about your campaign then see how to implement an easy but effective landing page.