While direct media marketing is expected to grow in coming months – with advertising revenue expanding by 0.8 percent, according to MagnaGlobal – it's clear that small businesses should be developing some sort of direct marketing strategy.
Of course, questions of cost tend to overshadow all other concerns and leave owners opting for alternative ways of spending their funds. But for companies that are set on establishing or modifying their direct mail strategies, consider beginning with postcards, as these items are usually inexpensive, small and full of information.
While postcards may not be able to offer the same level of information or data as a brochure, their traditional appeal offers marketers the opportunity to create unique designs that are sure to capture the attention of consumers.
However, Bob Leduc advises on his blog that marketers do not try to close a sale through the postcard alone.
"You don't have enough space to provide all the information most prospects need to make a buying decision," he writes for AIPMM.com. "Instead, use your postcard to generate sales inquiries. Begin your postcard by briefly stating the major benefit(s) you offer. Then use the remainder of your postcard to motivate readers to get more information from a source where you can close sales."