I think this is an oversimplification of the postcard issue.
While this might make sense for a mass-mailed retail postcard, it is not the best way forward if you have designed a targetted postcard.
The part that I particularly question was the bit about getting an unbiased friend view the cardfor five seconds. If a card is targetted at a particular demographic (eg. 35-45 year old managers who work in IRM, degree qualified in Psychology, who are aware of the company sending out the postcard) then the language and approach may not make sense to your friend (in my case, I might have used my wife who is 33 years old, doesn't work in IRM and has a degree in accountancy who hasn't heard of the company I am dealing with).
In fact to, speak to certain audiencesyou deliberatly use language that outsiders may not use to show you are on the inside. ( I say recto and verso to graphic design friends, to clients I tend to say left page and right page so they understand what I'm saying.)
So, my (long-winded) comment is to actually research your target audience and design appropriately for them.
But I liked other parts of the article. You'll have to guess which parts.
Direct mail can be a fantastic way to communicate and postcards are one of my favorite ways to achieve a higher-than-average ROI.
Many times, designers (and art directors!) get so wrapped up in the design that they lose the message. Recipients aren't properly prompted, or don't even understand the message (or lack thereof) and throw the card away. Clients are disappointed with the results (return) and marketing heads decree that "print is dead" or "direct mail doesn't work".
A beautiful, full-color postcard, printed on a heavy stock, that also provides a clear offer and call to action, will get through the clutter and generate among the highest return of any advertising medium. You're preaching to the choir! Keep up the good work.
As a photographer I've used post cards as just one other way to get my work in front of editors or art directors.
While I guess my card can be looked at as having a "call to action" as I want you to remember me the next time you need a photographer with my skill set, I can't say that having an "offer" is something I would ever do, since I'm not selling goods, or services like family portraits.
My whole goal is to keep my name & work in front of the gate keppers, not work out hire me for one ad campaign & I'll give you 1 years free of exclusive usages rights for every year you pay full price.
I think this article was a little bit one size fits all and we all know that's never the case. I'd like the writer to think about that the next time he's on the highway and sees a billboard with a white Nike swoosh on a black background. It lacks all three of his core elements.
Vincent Johnson
Submitted by vjohnson1138 on Wed, 05/05/2010 - 07:30.
hmmm...
I think this is an oversimplification of the postcard issue.
While this might make sense for a mass-mailed retail postcard, it is not the best way forward if you have designed a targetted postcard.
The part that I particularly question was the bit about getting an unbiased friend view the cardfor five seconds. If a card is targetted at a particular demographic (eg. 35-45 year old managers who work in IRM, degree qualified in Psychology, who are aware of the company sending out the postcard) then the language and approach may not make sense to your friend (in my case, I might have used my wife who is 33 years old, doesn't work in IRM and has a degree in accountancy who hasn't heard of the company I am dealing with).
In fact to, speak to certain audiencesyou deliberatly use language that outsiders may not use to show you are on the inside. ( I say recto and verso to graphic design friends, to clients I tend to say left page and right page so they understand what I'm saying.)
So, my (long-winded) comment is to actually research your target audience and design appropriately for them.
But I liked other parts of the article. You'll have to guess which parts.
Anyhoo,
Thanks! You're preaching to the choir!
Direct mail can be a fantastic way to communicate and postcards are one of my favorite ways to achieve a higher-than-average ROI.
Many times, designers (and art directors!) get so wrapped up in the design that they lose the message. Recipients aren't properly prompted, or don't even understand the message (or lack thereof) and throw the card away. Clients are disappointed with the results (return) and marketing heads decree that "print is dead" or "direct mail doesn't work".
A beautiful, full-color postcard, printed on a heavy stock, that also provides a clear offer and call to action, will get through the clutter and generate among the highest return of any advertising medium. You're preaching to the choir! Keep up the good work.
Chris DiAlfredi
www.rubberbrandman.com
Postcards as brand marketing?
As a photographer I've used post cards as just one other way to get my work in front of editors or art directors.
While I guess my card can be looked at as having a "call to action" as I want you to remember me the next time you need a photographer with my skill set, I can't say that having an "offer" is something I would ever do, since I'm not selling goods, or services like family portraits.
My whole goal is to keep my name & work in front of the gate keppers, not work out hire me for one ad campaign & I'll give you 1 years free of exclusive usages rights for every year you pay full price.
I think this article was a little bit one size fits all and we all know that's never the case. I'd like the writer to think about that the next time he's on the highway and sees a billboard with a white Nike swoosh on a black background. It lacks all three of his core elements.
Vincent Johnson