With all the emphasis on digital marketing these days, a few tried-and-true methods get forgotten. Postcards are one of those methods, but they are experiencing a resurgeance as savvy business owners re-discover their potential power to deliver great results.
Postcards are a simple, low-cost direct marketing tool that pack a powerful punch for millions of small and local businesses. Even big companies and major universities are using colorful and often over-sized postcards to push their products, services, offers and brands.
The lowly postcard has taken on new prominence as a kind of “anti-digital” agent. People are paying more attention than ever to postcards they receive in the mail, and are responding to offers at high rates. Postcards have a higher “read rate” than other direct mail because there’s no envelope to open, and they are easier to read at a glance.
You can quickly create a postcard campaign for your orthodontic practice without a big investment in time or money. And getting your postcards printed and mailed to either your own mailing list or one you buy is a snap with one of the web-based services. Many companies compete for your business, so rates are highly competitive and you can get your cards printed and mailed in a few days.
10 ways to get the most from your orthodontic practice’s postcard marketing campaign:
1. Create a specific plan and purpose for your postcard campaign – as big an idea as possible to grab people’s attention. Build value into your message and don’t be boring.
2. Postcards should be eye-catching, so be sure to include high-quality photos or other striking images, graphics and colors.
3. Postcards can say a lot – especially the over-sized variety — but remember to keep your message simple. It’s still a postcard, after all, not a newsletter or brochure. Pretend that every word you write is costing you an extra $100.
4. Short, bold headlines work best. Avoid jumbled information. Postcards work best for short messages and for generating new patient starts. Don’t try to include too much, and be sure to include multiple ways to contact you.
5. Postcards are great for carrying timely messages, so think in timely terms. For example, postcards can convey messages or offers with a short deadline, creating a sense of urgency to call your practice now.
6. There are two sides to every postcard, so make the most of both. The non-address side should have the biggest, boldest photos and colors. Think of it as a poster. The other side should carry your offer, contact information and other details.
7. Think multi-faceted. Postcards can be used for many purposes, including appointment reminders, coupons, new technology announcements, new office openings, treatment discounts, etc.
8. Choose high-quality, full-color, glossy printing. These have the most impact. All postcard marketing services offer this, and improved technology has helped lower the costs formerly associated with this type of printing.
9. Oversized cards – 6×11 or larger – stand out in the mail and are a great choice. They also give you more ways to include photos, coupons and even a map to your location.
10. Encourage quick action. Give customers a good reason to act now, perhaps a fast action bonus with a deadline.
At GetOrthoCases, orthodontic practice marketing is what we do and ALL that we do.