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Wednesday, August 02, 2006

IT Marketing: Postcard Case Study

Perhaps you’ve heard this story or it’s been the story of your postcard mailouts:

“I've sent out over 300 postcards offering general computer troubleshooting services, automated online data backup and wireless home networks. From a marketing standpoint, I purchased lists of area businesses broken down by revenue, credit rating, years in business and number of PCs. The wireless home networks went to homeowners that were over $500,000 in purchase price and the automated online data backup were to people that had a recent new business license. The general services list went out to accountants, lawyers, and small clinics

“The results so far have been very disappointing, as I have not received a single phone call or response. Are these the wrong lists? Are postcards the wrong media? Do you have any suggestions in this area that may enhance response?”

The Truth About Postcards

You don’t have the wrong lists and postcards aren’t the wrong media, but you can’t expect too much. You’re spending a little over $100 on a marketing outreach, so you can’t expect to hit the jackpot. At least postcards, keep a company from having to open an envelope – they appreciate that. But, you also have to remember that one postcard can’t be expected to create dozens of new relationships.

Be patient working with this media, and never put all your eggs in one basket. Make sure you have a diversified marketing plan that includes postcards as well as a variety of other marketing methods.

To learn more, read the full article (link above).

Added by Computer Consulting Kit