While postcards may be considered by many to be communication tools of a bygone era, small businesses should not exclude them from their direct mail initiatives, as their unique shape and eye-catching graphics stand out from most standard letter pieces.
Consider the experience of Splash! Ocean Grill in Lutz, Florida, for example. The restaurant needed help staying open in a market already crowded with seafood dining options, so it decided to turn to postcards.
"Direct mail is all about consistency and restaurants need consistent patronage to succeed, so it’s really ideal for them," marketing expert Joy Gendusa told Restaurant News. "Whether they are a mom-and-pop operation or a big chain, it really makes no difference, because the key is to raise local awareness and create a need. That's what postcards do."
In Splash's experience, Gendusa proved correct. The eatery began sending out 2000 postcards per month and realized a response rate of 3 to 7 percent per month, equating to anywhere between 60 and 140 customers.
While catching consumers' attention is key with postcards, businesses should not forget to include valuable contact information and even special offers.
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