Post Card Marketing In Sri Lanka

Recently I did an interesting offline test campaign with a client of mine in USA. We wanted to test if we can use Custom Promotional Postcards and sell our products (Mobile Websites). Our test was really successful. We sent 50 postcards with custom text and very effective wordings. We scored 7 sales from the first 50 ($295 * 7 = $2065) .

I’m always worried why lankan entrepreneurs don’t do such testing. We always think about Paper advertisements or TV commercials. Why are we neglecting such precious opportunities ? they are far more effective and cheap.

However there is the right way and wrong way of doing it, lets discuss the common mistakes.

You need a good LIST !!

Every-time try to be focused. You need a potential customer list – that have accurate postal data. Don’t worry about quantity, worry about the quality of the data. If you are selling “Construction Items” there is no point posting them to an IT Company ! Filter out who would be ideal candidates – Spend some quality research time building a Good List.

Where can you find potential customer postal data ?

If you are technical like me and value your time – you can always use a tool to do extractions. Use iMacros (free firefox plugin) to write a simple script to extract the data and export to a CSV file (or DB).

Outch.. Don’t use Typical Post Cards !!

I have seen many lankan companies, specially Education Institutes use general postcards having a piece of paper pasted on it. Yuk !! That is ugly marketing. So a big NO !!

Its modern days, you have variable printing and many advance stuff. There is no need to use general postcards and use them as your marketing tool. You can be more creative by building your own postcard. It is not that expensive and will be really effective.

Typical Sri Lankan Post Card

Typical Sri Lankan Post Card

If you want to be Effective Don’t be Generic

Following are some samples of Generic Postcards that can be used for marketing. They look fine but “NO PERSONALIZATION” included. While having something as following would be OK, but if you can have something personalized – you can be effective.

Generic Postcard Template

Generic Postcard Template

You can download 50+ sample templates from – http://postcardservices.com/portfolioDesignDashboard.asp (the company we have distributed mails)

Sketch Your Idea First , make sure they read it !

See the following, this is how we first sketched our post card. In our scenario we wanted to show two pictures. First picture is their website looks ugly on a mobile phone. Anybody will be very curious to see why their website look ugly on a phone, then immediately see that they have lost many sales because of it. Now we ask them to turn other-side and see the new look, and a working demo. That’s it, we hit the JACK-POT !!

It is always important to use somebody who is talented enough to think in business level to do the correct writeup. Common mistake what happen in Sri lanka is that the sketch is done by the designer. Make sure you give enough attention.

Sketch 1

Sketch 1

sketch2

Sketch 2

Finally You Do The Design !!

In printing you have something called “Variable Printing”. You can use this to fill in the place holders that need unique data. I recommend to use this technique as it will give you the capability to personalize your card to the maximum level.

Variable-data printing (VDP) (also known as variable-information printing (VIP) or VI) is a form of on-demand printing in which elements such as text, graphics and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database or external file. For example, a set of personalized postcards, each with the same basic layout, can be printed with a different name and address on each postcard.

So if you can have place holders and those listed in an CSV, you can now print highly personalized postcards. Just like ours bellow.

Design - Front

Design - Front

Design - Back

Design - Back