52 Fridays – #32 Postcards: Something To Write Home About When It Comes To Horsebiz Marketing


52 Fridays is a year-long series for equestrian professionals and equine business owners and managers, with marketing and public relations information, ideas, tips, & resources shared here each Friday. New EMAIL blog subscribers receive a ’52 Fridays’ PDF when they sign up; existing subscribers and new RSS FEED & WORDPRESS subscribers can send a request for their own PDF here.

I really like postcards as a piece of marketing ‘collateral’ and a multi-use tool; here’s why….

Marketing collateral is the term for the various types of promotional information used to inform potential customers about a product or service. Traditionally this has referred to printed matter such as brochures and mailers, but really the term collateral can include anything from your business cards and letterhead to signage for your tradeshow booth or horseshow stall row.

Postcards are great because they’re easy to design, inexpensive to purchase, and have lots of uses that you might not think of:

  • Bookmarks
  • Thank-you notes, whether mailed or included in a shipping box
  • Large-scale business cards
  • Background on tradeshow booths or stall walls (think ‘red carpet backdrops’)
  • Collector series (like baseball cards – feature different horses, products, or other images from your horsebiz)
  • Multi-use promotion (print card one-sided, then use stickers or stampers for custom information on the 2nd side)
  • Folder covers (glue-stick ’em on) for your media kits or special event information
  • Taped to the outside of shipping boxes
  • Quick & easy identification on a rented golf cart
  • Coupons or gift certificates

For most of these uses, I’m referring to one-sided printing, with the unprinted side a flat (not glossy) paper stock. Glossy is great for the printed side, and make it a WOW image or design that includes your business name and website URL. But keep it simple and not overly promotional to get the most flexibility from it.

Does this list get your creative spark going? What other uses can YOU think of? Share some of them in the Comments below! And be sure to Rate This article up above (hint, look for the rating ‘stars’ – if you don’t see ’em, click on the blog post title to go directly to the page for this post, where the stars will then show up).

Postcards are a great way to stretch a marketing budget and show off your creativity; for even more details and tips on using postcards as marketing tools, here’s a No Biz Like Horsebiz post from December 2010.

Share your 52 Fridays-inspired success stories or marketing tactics via the Leave a Comment link below. See you here next Friday for 52 Fridays #33!

Read other posts by clicking on the Sort Posts By Topic dropdown menu to the right and selecting a category, or you can select 52 Fridays to read posts #1 through #31.

________________________________________

This article and the site contents are copyright Lisa Kemp and Kemp Equine, all rights reserved. Content may be linked to from your site or social media, but not copied, in whole or in part, without prior permission. It’s also good karma, and good ethics, to give source credit. Thanks.

Advertisements

12 Comments

Filed under 52 Fridays, Equine Industry Marketing, Uncategorized

12 responses to “52 Fridays – #32 Postcards: Something To Write Home About When It Comes To Horsebiz Marketing

  1. I really enjoyed this article, some terrific ideas. Shipping things all over the world, I’m always trying to come up with additional ideas for “branding” my online shop when the parcel is opened. I particularly like the bookmark idea, as everyone likes to get a little “gift” with their purchase.

    • Hi Dexter, thanks for your comment and glad you liked the bookmark idea! Having ordered some super-cool items from your shop before, I’ve been on the receiving end of your packages and how nice they are to open – I think you sent a Round Top bookmark in one package. Number 2 on the list was written just with you in mind, hon, cause I know you go above and beyond for your customers!

  2. Great post Lisa! It’s given me new ways to use postcards. I’ve never even thought about some of these uses. I’ll have to see if I can come up with other ways to use them too.

    • Thanks, Susan, I’m glad to stimulate some thinking – if you come up with some different suggestions, would you please come back and share them here? I think one of my faves is the ‘red carpet wall’ effect at a tradeshow or horseshow, so easy to do with some duct tape and can be a great photo backdrop for candid pics from an event – your brand is represented no matter where the picture ends up!

  3. For those of you with really small businesses and tight budgets you can still do custom postcards. Invest in a decent Inkjet printer (today you can get a good photo quality printer for under $200!) and you will find glossy postcard stock that can be printed on both sides via Avery and also Office Depot 🙂 If you use the glossy the print quality will look professional and you can customize your message and background easily via Avery’s Template or any of the design programs on the market 🙂

    • Karyn, thanks very much for sharing this tip with my readers! I was referring to the postcards you can have printed in large quantites for a pretty low rate these days, but you’re right, the Avery and other postcard template options make small quantities of handmade postcards a do-able option for many uses, AND the options exist for them to look professional. Plus, you can do them at the last minute if you’ve forgotten to call your printer in advance!

  4. Jocelyn Stott

    Hey Lisa!
    I came to read this post from Twitter with a preconceived notion in my head and you opened up my thinking – well done!

    I’m one of those marketing types that likes to see a good value in what I’m buying/advising. I don’t like to just spend money (or waste time) on something that won’t have a measurable benefit.

    The postcards you’re describing are almost what I would consider a panel brochure (no fold, two sided, clean design) which I have done for a number of my clients. But this is more like a panel brochure with a mailing option. I got away from doing direct mail postcards due to the high cost of postage. The postage can cost more than the piece itself depending on the location and number of addresses and for the return on the investment, the numbers just didn’t add up. And mailing lists get outdated. I would suspect that horse people are less likely to be as transient a population like say, college students, so their addresses would stay the same for longer periods of time. (I think bulk mailing requires the permit to preprinted on the piece – something to consider when designing.)

    However, if a client created the postcard to be used in a variety of ways including, but not limited to, actual mailing, it can be a really worthwhile piece.

    Lately, l’ve been seeing a number of postcards that come in different sizes too which can really make a piece stand out from the rest (check postage rates for different sizes). It’s best if the design meshes with other company materials and website.

    And you’re right, a good design might even have a customer posting it on the wall simply to admire. As I write this I see a postcard from Porsche on my bulletin board. Will I ever drive a Carrera? Who knows. But the postcard invites me to dream. 🙂

  5. Pingback: Monday Morning Quick Tip – Postcards Aren’t The Only Item That Can Carry Your Horsebiz Message | KempEquine / No Biz Like Horsebiz

  6. Pingback: 52 Fridays – #33 A Stickery Situation For Your Horsebiz | KempEquine / No Biz Like Horsebiz

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s