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Postcard Marketing Hands-Off Case Study #1 – Local Business

Here's an incredibly simple system a smart local printing company uses month after month after month to get new customers into its shop to place an order.

Like all successful postcard marketing campaigns, it started with strategic thinking: What category of people could serve as a reliable source of new customers? The owner's answer: new business incorporations within a 10-mile radius of his print shop.

A list company provides him once a month with a data file of prospects that meet that description.

Note that not all new incorporations are brand-new businesses, but because of the incorporation, they now have a new business designation, "Inc.," to add after their name. So whether or not they're a new business, they're a perfect prospect for printing services since they have a new business name they want to get out into the world.

Next, what offer would entice them into the shop? The owner's answer: a bundled offering of printed stationery, envelopes and business cards at 40% off.

Using the online interface at PostcardBuilder.com or another online print-and-mail company, he designs a postcard containing that offer. To get the discount, the recipient needs to bring the postcard into the shop with them.

Once a month, his assistant uploads the new list of newly incorporated businesses to the print-and-mail company, presses a few buttons, and that's it. Two business days later, that month's postcards go out in the mail, and a few days later, owners of the nearby newly incorporated businesses begin showing up at his shop to use the discount.

After it’s all set up, the process takes less than 20 minutes a month to manage.

Results are predictable.

To adjust the results, the print shop owner can change the geographical radius, reduce or raise the number of postcards he sends – or schedule his mailings once a week or every other week instead of monthly.

Does that give you ideas?


Veteran postcard marketer, consultant and author Marcia Yudkin is the creator of The Mighty Postcard Marketing Course, which teaches the strategic, logistical, design and copywriting secrets of successful postcard marketing. Download a free one-hour audio interview in which she and the co-owner of a postcard printing and mailing firm reveal the basics of marketing with postcards: www.yudkin.com/postcards.htm

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