Effective marketing is about capitalizing on the sentiments of consumers – a condition that can change according to geography, urban density, personal habits and even the weather.
Last January, the city of Palm Coast, Florida, launched a postcard marketing campaign, imploring out-of-town lot owners – notably those in the wintry mess up north – to visit their properties in sunny Florida. Officials sent out some 10,000 postcards and now, the city is reporting, they are receiving quite a response.
“We’re responding to people from locations such as Kalamazoo, Michigan; Shelton, Connecticut and Searcy, Arkansas,” said Beau Falgout, senior planner for the city, according to the Daytona Beach News-Journal. “Trail maps, newsletters, recreation coupons and an invitation to visit Palm Coast have been mailed to close to 100 inquisitive respondents.”
For a state hit hard by the gloomy housing market, with foreclosures and property values remaining bleak, the response may help stimulate the local real estate industry, or at least boost commerce and travel in the area.
Moreover, the story proves the value of print marketing, the simplicity of which is able to call consumers to action in ways unrivalled by digital media.