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Aletta de Wal
Artist Advisor & Art Marketing Strategist

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Fabienne Bismuth
3-D Artist

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Huguette May
2-D Artist

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Aletta de Wal
Fabienne Bismuth
Huguette May

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« Promotional Tools: Garbage In, Garbage Out | Main | Art Business: Save $$$ on postage for postcards »
Monday
May172010

Print Promotional Tools: Postcards Are Mini-Billboards 

"I know that there are a lot of artists who would do well with a postcard campaign as it suits our business so well, having our own image as the front of the card. I was wondering if you could help us all by making it a point of your next tip - what a successful artist postcard campaign would look like or say."

Postcards are an affordable way to keep in touch. You can use postcards to:
~ announce your exhibits, completed commissions, and awards
~ invite collectors to special previews or private receptions
~ thank art lovers who attended your open studio, gallery reception or museum art talk

© Huguette May
Huguette May Postcard Front Image
I got this beautiful large postcard from Huguette May, A.C.T. member of "Develop Your Art Business."

© Huguette May
Huguette May Postcard Back
Now put your entrepreneur hat on and read what guest marketing blogger Judy Baker has to say about postcards (and what Huguette already knows):

Why use postcards
 "Postcards are a powerful, cost-effective marketing tool that fits every size business. They cost pennies to design, print and mail. Postcards can help you reach new customers and remind existing customers about your business. Unlike a lot of direct mail advertising, postcards get read. Everything is out in the open-no envelopes to hide your message. Think of postcards as miniature billboards delivered directly to your audience. Best of all, they cost about 70% less to mail and print than a letter."

When to use postcards
"Postcards can announce an event, promote services, introduce a new product or serve as a well-timed reminder. Postcards can entice buyers with a time-sensitive offer or reward loyal customers. Use them to invite feedback. Postcards can drive traffic to your website, bring shoppers into your store or to your booth at a trade show. They are an effective way to keep your name in front of your clients as well as a way to gain new business. A series of postcards can create a sense of anticipation and excitement; increase awareness about your business and establish credibility. They can plant your name firmly in the minds of your target audience. Best of all, your postcard offer may come just in time to answer the needs of your clients and bring you business."

How to design postcards
"Postcards must be clear and concise. Keep your message focused - one idea per card. Make your headline a call to action - what will entice your readers to take the next step. Use high impact visuals to capture attention - photographs, original paintings and illustrations can set your message apart from the ordinary. Remember that a good design leaves space free for the eye to rest and focus. Don't crowd your card by putting too much information in a small space. Check all critical information for accuracy. Verify phone numbers, dates, times and addresses before you go to print. Proofread everything - at least twice. Keep your type readable.

"As a branding strategy, include your logo, business name and contact information on all of your marketing materials. Finally, check your design for compliance with postal regulations before you print."

Who to send postcards to
"Who is your ideal customer? Direct mail gives you the ability to target your mailing to those most likely to use your product or service. Existing customers are more likely to buy from you again. Think about who needs what you have to offer. Is there another business that serves the market you want to attract? Could you partner on an offer and mailing to increase the response to your respective businesses?"

How to follow-up on postcards
"Plan to follow up by phone within a week of mailing. You have already introduced yourself to your audience - so this will not be a cold call. Ask your audience for permission to contact them or invite them to call you. Plan a twelve-month campaign and build relationships over time.

Track the effectiveness of your postcard campaign - include a special code on your cards or ask buyers to bring the postcard in to receive your special offer. Make your call-to-action time-sensitive.

Effective marketing is persistent. Postcards can open doors for you and your business."
_______________________________

Then, of course, it's up to you to continue to build relationships with people who respond to your art, your postcards and your messages.

How do you get results from your postcards? Please post a comment on the blog.


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Reader Comments (4)

Hi Aletta.

I am a big fan of postcards and I do have a snail mail mailing list. I want to start a newsletter from my website, yet I have not developed an email list. I am considering sending out a postcard mailing, asking people to sign up on my website to receive my newsletters via email. One thought I had was having monthly drawings for a small painting - or something similar - as a draw. I would love to hear your thoughts on this idea.

I love receiving your newsletters!
Beth

June 3, 2010 | Unregistered CommenterBeth Parker

Hi Beth,
I think you have a good strategy. I will be writing about newsletters later in the series and may quote you! Aletta

August 4, 2010 | Registered CommenterAletta de Wal

What a simple, yet informative post - thank you. While working in the industry of postcard printing, I am responsible for doing market research on relevant topics - your post has been very informative and even gave me some ideas that could be suggested to our marketing department. Thank you!

September 30, 2010 | Unregistered CommenterRapolas31

I use SimplePrint's postcards marketing for a long time and despite of the fast progressing technology, I find postcard marketing easy, effective and inexpensive way of promoting a product.

May 29, 2011 | Unregistered CommenterVernon S. Russell

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