Three tips for effective postcard marketing campaigns

There are a lot of “marketing experts” out there who will tell you, “marketing is simple.” It isn’t, and postcard marketing is no exception. However, it CAN be simplified to the point where even the busiest restaurateurs can manage an effective and profitable marketing program.

Of course, you cannot just snap your fingers and produce an effective design and targeted mailing list. But there are a few proven tricks of the trade that will help you build a winning campaign right from the beginning.

Are there many nuances that really go into creating a fully optimized postcard marketing campaign? Yes. But honestly, even if you never master them, or don’t find time to do so, you can still build a successful campaign that will increase your business and make you more money. All you need are what I call the Big Three. Once you know the Big Three, you can expect excellent results from your postcards even if you haven’t gotten to the more nuanced strategies that can wring every last cent out of your marketing investment.

If you get the Big Three right, you will see big-time results for your restaurant, and you can focus on fine-tuning later. The Big Three are: Quality, Design, and List.

Quality

 “What Quality postcard do I need?”

“Can I get away with a paper postcard?”

“What is the benefit of a plastic postcard anyway?”

The quality of your postcard may sound like an arbitrary choice, but it is so much more important than that. The quality of your card has a direct impact on the response to your mailing. There are always variables involved, but you would have trouble finding someone who disagreed with the following statement: “A higher quality postcard stands out more than less quality.” More people notice plastic postcards, more people read plastic postcards, and that increases your chances of turning card recipients into paying customers at your restaurant.  

Most direct mail postcard companies don’t have options when it comes to the quality of your card. If they don’t have options, you should perhaps choose another company. The quality you ought to choose can be found by answering these questions:

1. How much do other restaurants in your area market themselves?

a. Not at all/I’m the only one (you can lean towards a smaller card)
b. Light to moderate amount (lean toward a larger card)
c. Moderate to heavy amount (you need a large card)

2. Do your competitors also mail postcards?

a. No (you can lean towards a smaller card
b. Yes (you need a large card)

3. How much explanation does your offer require?

a. Not that much/easy to grasp(smaller card is fine)
b. A little background info (medium should do the trick)
c. A lot/details are important (Go big or go home)

4. What kind of restaurant do you have?

a. Fine dining (go big)
b. Family/casual/pub (medium is fine)
c. Pizza, fast food (small will be fine)

There is no use putting the effort into a card just to have it ignored because you wanted to save a little bit on printing. Plastic postcards work over and over for restaurants. It’s proven, so don’t buck the science!

Determine design, mailing list

Design

You need a card that cuts through the noise and communicates your message to prospective diners immediately and clearly. There are ten elements that make up a fully effective direct mail postcards design. They are:

1. Clear headline
2. Supporting graphic
3. Color that pops
4. Intriguing sub-headings on the back that lead into benefits
5. Benefits!
6. Enticing offer
7. Restaurant name and logo
8. Call to action and/or expiration date for the offer
9. Contact information – website, map, phone number
10. Return address

Elements 1, 2, and 3 are how you get attention and translate that attention into a decision to read more of the card. If these elements fail to grab attention and generate interest, your card is a lost cause.

Elements 4, 5, and 6 are where you convince the reader to take action. The sub-headings pull the reader into the body copy (which needs to be chock-full of customer-related benefits). Then you seal the deal with an offer they can’t refuse.

Elements 7-10 give your future customer the information he/she needs to respond. Note that number 8, the call to action, is vitally important. Believe it or not, most people won’t think to take action if you don’t ask them to. They simply have too much going on to take the initiative.

List

The final, crucial aspect of the Big Three is your mailing list. A good mailing list will turn a mediocre card into a superstar customer creation deice. A bad list will take the perfect postcard design and turn it into a trashcan liner. The reason is that the list defines the type of person who receives your ad. Putting an ad in front of the right sets of eyes is even more important than the ad itself.

In order to get the perfect mailing list, you need to understand who your “ideal prospect” is. Do you cater to an elderly crowd? Or maybe families with young children? Are you an edgy hangout for teenaged rockers? Whatever your ideal target market is, those are the people whose names should be on your list. The specificity of the lists you can obtain is astonishing, too. Families with two children under 10 that live within 20 miles of your location? No problem. Twenty-somethings that have signed up for alternative music mailing lists? No sweat. But you need to know who you are looking for.

Specifically for restaurants, I have seen huge success with lists that are compiled monthly based on those in your area who have a birthday that month. They are called birthday lists. (Original, huh?). The restaurateurs I have worked with have seen amazing success by mailing out special birthday offers to these lists. The cards get redeemed at very high rates, and nobody eats alone on their birthday!

As you know, once you get a new visitor into your restaurant, the rest of the experience will decide whether they come back or not! You want them back, so giving them an incredible birthday experience is crucial. One time, I responded to a birthday promotion and took my husband along to celebrate. The restaurant was really on top of the promotion. When we arrived and checked in, we were each brought a complimentary glass of champagne. What a GREAT first impression! Needless to say, the money they “lost” giving a free dinner to the birthday girl, they made up in spades every time we came back!

Postcard Marketing : Low-Tech Marketing’s Prince

Web advertising, e-mail or other high-tech marketing methods aren’t the only way to market these days. Many entrepreneurs are simply seeking a low-cost, easy-to-implement sales tool, and aren’t wrapped up in the latest tech fad.

For “tech-less” marketing, old-fashioned postcard marketing is a great option. These princely little pieces pack a powerful marketing punch for many a startup and small business.

Consider the Midwest School of Music, in Indianapolis, IN. When owner Barbara Granneman returned to teaching piano, she used a postcard campaign to get her business started. In a month she had 40 students and hired another teacher. Now a few years later she has 32 employees and has opened a Chicago branch. Aside from a Yellow Pages listing, postcards are her only means of marketing. She tried others, but stopped them all because postcards proved most effective.

Even technology companies love postcard marketing. Intuit, which makes accounting software, recommends postcard marketing to its accounting firm clients for three reasons:

• It’s easier to read a postcard at a glance than to open an envelope
• Postcards are less intrusive than e-mail, and these days have less competition
• Unlike e-mail, postcards can take on any size, color, gloss or graphic

You can create, print and mail postcards without a big investment. Free Design Templates are available at the US Postal Service website, and the standard 4×6 size costs just $0.23 to mail.

Getting your postcards printed is also a snap.

Direct mail experts at the USPS say the most effective postcard marketing shares these traits

1. They’re eye-catching: Your postcard doesn’t have to be art, but it helps if it’s attractive. Adding a high quality photo or other image will help
2. They’re simple:     It’s a postcard, not a novel. Pretend every word is costing you $500. A     jumble of information won’t do it. Simple, bold headlines like “Fall     Fashions Are In!” or “50% Off Cookware” work best – then explain where,     when and a few other details
3. They’re timely:     Messages such as “Your Service Contract Expires June 1” work great – if     you have a timely message of some kind for your customers use it
4. They’re two-sided:     Be sure to use both sides of your postcard, but not every inch. Use one     side like a poster and the other for a few details. Or put an ad on one     side and a personal message on the other
5. They’re multifaceted:     A postcard can double as a coupon, gift certificate or event ticket.     Ask people to present the card to claim an offer. It’s an easy way to     measure effectiveness