Customers Share Secrets
More Marketing with Postcards
Here's what two more of your colleagues had to say about how they use postcards to boost business. If you missed last month's article, check out "Marketing with Postcards" for more interviews.
sent a postcard recently announcing her "Buy 5 massages, get $25 off" package. Clients can buy the package anytime, but when she sent the mailing, her clients responded with calls, and her sales took a jump.
Victoria also has a unique approach to referrals at her business, one that rewards clients and inspires them to recommend her practice to others. She piles a stack of "Thank you for your referral" postcards on the office desk so that every therapist has access to them. When a new client tells their therapist that another client, say Mrs. Smith, referred him or her, that therapist looks up Mrs. Smith's address and mails her a postcard with a $10 discount offer. Then happy Mrs. Smith comes in for her appointment with her discount card in hand.
Clients are really responding to the program. "It's about the same overall cost as an ad in area papers," Victoria said, "but it's more effective because Mrs. Smith is spreading the word about her satisfaction with my service."
has tried many tactics, and in general he's found that highly targeted mailings work best. He focuses many of his offers to inactive clients, offering at least a $10 discount. He also sends regular birthday discounts, client reminders and referral rewards. In addition, he sends deeply discounted offers to clients who are having a particularly tough time.
A couple of months ago David created three targeted promotions:
1) an afternoon special for clients with flexible schedules.
2) a "get back on the table" message to inactive 9-to-5ers.
3) a discount offer to his inactive housecall clients.
David also sends targeted seasonal promotions. Here's an example for winter: "Warm towels, caring hands, come in for a nice massage."
David believes postcards are an inexpensive way to stay in touch, and he's learned from experience. For instance, he has found that giving a percentage discount doesn't work for him. What does work is a message such as: "Buy a 60-minute massage, get 30 minutes FREE." (He's a big believer in all caps.) David said, "The message you put out is important. If it doesn't work, something was probably wrong with the wording."
Another chance to try it yourself
To inspire you just in time for Mother's Day, here's a brand new sample of a personalized layout.
For more information on postcard marketing, check out these two articles:
Why Postcard Marketing Works So Well in the Internet Age.
By Bob Leduc, publisher of the online newsletter, Biztips from Bob.
Why Direct Mail Isn't Junk Mail.
By Joe Garcia, author of Give to Get Marketing Solutions.
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