Market with Postcards
for Increased Profits
by
Flora M. Brown. Ph.D.
When I began my gift basket business, I attended many network meetings and sent out mailings to let my friends and family know I was in business. As my clientele slowly began to build, I struggled with how to get repeat business from my clients. One day while having lunch with a friend, she sighed, “Well, I have to go now and find a gift for my grandmother’s birthday.”
“You mean you need to order a gift basket from me, don’t you?” I responded quickly in disbelief.
“Oh, my God,” she gasped. “I can’t believe I didn’t remember that you do gift baskets.”
I couldn’t believe it either. Here was an old friend who knew I was in the gift basket business and yet she didn’t think of me first when she needed a gift.
“You need to send us monthly reminders that you’re in business,” she offered.
“That’s a great idea, “ I agreed. So, the very next day I began sending out monthly postcards to my clients.
My postcards weren’t fancy. I created them on my computer with simple messages and clipart. I discovered some wonderful surprises:
1. I received orders following each mailing.
2. It didn’t matter what was on the card. Its very arrival was a reminder of my service.
3. Even if the postcard fell in the wrong hands, it helped to promote my business.
4. Even when my customer changed companies or positions, the card continued to go to their replacement.
5. Many customers began to look forward to the postcards.
6. Because they were clever, some customers posted them on their refrigerators or bulletin boards.
7. Postcards are inexpensive to create and mail. If you wish to have them professionally designed, there are a number of affordable printing services.
8. Since I didn’t have a very large database, I sent them first class rather than bulk. That way, undeliverable ones were returned to medate or purge my database.
9. Postcards are read more readily because there’s
nothing to open.
10. Turning that postcard over to see the other side is a human reflex.
It is said that the human being has to hear something seven times before he can remember it. In business mailings, it is said you must continue your mailing campaign at least 18 months for your customers to remember you. If you're wondering how long you should advertise, ponder this. If McDonald's discontinued their commercials, how long would it be before they'd begin to fade in our minds?
About the Author
Flora Morris Brown, Ph.D. is a Professor Emeritus at Fullerton College, educational consultant, gift basket expert, writer and professional motivational speaker. From her websites, blogs and newsletters she motivates small business owners and gift retailers with sales-generating ideas, marketing tips, design ideas and business success strategies. She is mother of four and grandmother of three. When she's not traveling she enjoys her home in Anaheim, CA. |
