Pimp Out Your Postcard
Author: Bob Waters
When is a postcard more than a postcard? 99% of the postcards sent are just ink on paper — nothing fancy, just a plain and simple postcard (not that there is anything wrong with that). But a postcard can be a lot more that just a rectangular piece of cardstock with 4 color ink. Let's examine some of the ways to modify (or as my 15 year old nephew would say, "Pimp Out") a postcard to give it that extra something.
Scratch-Off — A Scratch-Off is exactly how it sounds, you place a Scratch-off circle or square on the postcard. The Scratch-Off can cover a static piece of information or variable data. You see this a lot on Postcards sent out by the automotive industry. A Scratch-Off is a good idea because it gets the consumer involved and it gives the card value. Have a call to action connected with the Scratch-Off.
Scratch-N-Sniff — If you want to create an interest in your mailer, add a Scratch-N-Sniff component to your card. If you own a business like a bakery, well then it is obvious what the smell will be. But Scratch-N-Sniff isn't limited to just business like a florist or a candy retailer. A hotel that was near the ocean could have that smell or if the hotel offered a free breakfast, put a coffee smell on the card. You just have to use your imagination. And almost everyone who receives the card will give it a try (sometimes more than once if it is a great smell). Plus they will remember your company for using such an innovative attention-grabber.
Diecut — There are two ways to use a diecut to modify your card, neither is cheap but one doesn't affect your postage in a negative way and the other will probably triple your postage rate. The expensive way is to diecut your postcard into an odd sized shape. The most famous instance of this was when Krispy Kreme doughnuts created a card in the shape of an open box of doughnuts. The response rate for this mailing was phenomenal, but the cost was also phenomenal. The cost to print your card is more expensive, the cost for mailing services is more expensive and your postage is a LOT more expensive.. A less expensive alternative is to use a diecut double postcard, where half of the card is diecut but it folds into a half that is rectangular so that the finished card still maintains a rectangular size. You can do a lot of neat things with this, and while the printing will cost you more than a regular postcard, your postage rate won't be any more expensive. WARNING — you must have your design approved by the USPS, so before you print, have a mail design specialist give you written permission for this card.
Perforation — Sure, perforation isn't as "sexy" as the other ways to enhance your card, but it may be one of the most effective. Perforate coupons on your card to give the card value. Have the coupons with different dates on them and make sure you make them redeemable. That will keep the card in the hands of the consumer longer than just having a card with coupons that don't need to be redeemed.
Combo — Try mixing it up with more than one of these additions — the sky's the limit.
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About the Author
Bob has been in Printing and Mailing since 1995. He is the President of GagePress.com works with businesses to improve their ROI in the Printing and Direct Mail fields.