Postcards: Your Secret Weapon - By: charen smith

I’ve often said the greatest strength of postcards as advertising tools is their versatility. They’re easy on the wallet, easy on the eyes, compact in size and, best of all, hard for customers to ignore. They can be used for surveys, promotional offers, thank you notes to customers or anything else you might need to let your customers know about. Postcards are like the Swiss army knife of marketing. I’ve just as often neglected to mention one of their greatest benefits, though. In the rush to get our advertising to be seen by the greatest number of potential customers possible, its easy to overlook the benefit of having your ads go unseen by the wrong people.

“But who could possibly be the wrong person for my ads,” you’re probably asking now. That’s easy. Your competitors, that’s who.

Full color postcards are more than just an attractive and inexpensive marketing tool. They’re also you’re secret weapon against your competition. Lofty praise, I know, but let me explain. If you run ads on the local radio, there’s a high chance your competitors will know. If you plaster your posters all over town, your competitors will surely know. If you run a big sale with spotlights in your parking lot and blimps flying over head…well, you get the point, right? The point is, if you’re competitors are aware of your ads and promotional offers, they can mimic them, or worse, counter them with a better offer.

Direct mail postcard marketing avoids this problem. Since you’ll be working from a mailing list, you will know exactly who your advertising is going to reach and, more importantly, who it won’t. This gives you greater room to aggressively market you products and business without worry of counter ads. This also keeps you out of those sorts of overly competitive bidding wars for customers that see rival companies slashing prices back and forth between each other in an effort to be the “winner.” In truth, only the customer wins in these situations, since they are getting products at little more than cost. It’s a dangerous precedent that can radically undercut the profits margins that keep you in business.

Postcard printing is your knife in the dark, whittling away unseen at your competition’s customer base. If you haven’t noticed, the advertising market is getting increasingly aggressive and you should be using every weapon in your arsenal to stay one step ahead. Its only smart to hit them with the one they never see coming.

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