bharatbhasha.com
Free Articles  >>  Business And Finance >>  Page 880  >> 

How To Calculate ROI On Post Card Campaigns







The Baileytown Publishing Group was experimenting with new approaches to marketing. They published numerous magazines which were specialized in areas such as home improvement, gardening, diet and weight loss, cars, and computer and appliance repair. All of their magazines were practical and easy to read and understand. It was a part of the market that they really liked, and they knew that many of their subscribers had taken their magazines for decades.

One thing they had learned over the years was that they should always be in the process of marketing. There were always going to be customers who were in the process of household formation, and those people were their best customers. Self improvement was really important to people who had stable lives and households. Reaching new households was the key to growth, and the question was simply the best was to do that at a time when there was not a great deal of money available to market over wide areas.

They wanted to expand into other markets, but were no sure the best way to go about it. They couldn't just mail their magazines to tens of thousands of new addresses: it would be exorbitantly expensive. They were at an impasse, until they decided to call in their salesman who had worked for them at the nearby full service printing company for many years. An appointment was made and he came over and sat down with them and listened to an explanation of their predicament. After considering everything, he offered an answer: a post card campaign.

There were many reasons for this approach, but the two most important ones were that they could absolutely control the costs and the areas targeted. Using the post offices Every Door Direct Mail program, they could pick the exact areas where they could market, down to the individual blocks in neighborhoods halfway across the country. It was that precise. This gave them the opportunity to put some real thought into the locations they wanted to target. All they had to do was do some market analysis and determine what types of neighborhood their subscribers lived in, and then find those same neighborhoods in other cities around the country.

Gardening enthusiasts were going to be found in the outer suburbs; diet and weight loss in both high and low income areas; cars would be middle income; computer and appliance repair would be in the middle income areas. It was just a matter of deep analysis of whatever market interested them. The next way that they had control was in the area of costs. To print and mail post cards to the targeted areas was amazingly inexpensive and, assuming they had chosen correctly, it would pay for itself many times over.


About Author Johann Williamson :

The author, who is associated with Conquest Graphics, is a nationally recognized expert on all aspects of printing, print marketing, the internet and social media. Visit Conquest Graphics online - <a href="http://www.conquestgraphics.com/" target="_blank">http://www.conquestgraphics.com/</a> - for a discussion about using postcards in a cost efficient manner.


Article Source: https://www.bharatbhasha.com
Article Url: https://www.bharatbhasha.com/finance-and-business.php/417815


Article Added on Thursday, May 9, 2013
LD
Other Articles by Johann Williamson

Ways Of Tracking Success With Postcard Marketing Campaigns
Every business finds one or more methods to track its success. Most businesses do it using a 'macro' approach i.e. using a single number such as total revenue or net profits. Others look at the success of individual departments or lines of business and they look at increases or decreases in revenue, units, starts or however they choose to measure success. There is one drawback to any of these approaches which is that just looking at numbers may not reveal one the most important things: Why?...

Post Cards and Your Dental Practice
Doctor Mulligan and his associates were sitting around discussing a problem: the number of patients who forgot to show up for their appointments. It wasn't as though they were negligent people, or bad customers. They sometimes just got distracted by day to day living and with six months between appointments, it wasn't that difficult to forget. Nevertheless, there were a lot of appointments being missed and the empty chairs were costing the practice a lot of money. They decided to call on...

Amaze Your Audience With Colorful Postcards
Color goes with post cards very naturally. This fact is what spawned the tremendous growth of postcards by the tourism industry, not just in the United States but worldwide. When people used to go to an exotic locale or a beach, they would find post cards in the gift shops which showed beautiful beaches, ancient parks and churches and the treasure of national museums. These cards were sent from all over the world to places back home and those who had not been to these places would be tempted...

Using Postcards to Promote Your Web Design Company
The concept of a web design company didn't even exist twenty years ago (in the early Nineteen Nineties). Now it is a big business and growing. The number of websites numbers in the many millions; the number of web pages numbers in the billions - and these numbers are growing exponentially. Postcards have been around since the nineteenth century. They are still a big business - sort of. So how can you use this very old, somewhat antiquated form of media in order to promote one of the most...

Tips On What You Should Include On Your Business Cards
It seems like the most obvious thing in the world: the items which should go on your business card should be your name and contact information. After all, how much can actually fit on that little card? The fact is that people are changing the way they look at business cards. After all, when you give someone one of your standard black-ink-on-white-paper cards, it may give the other person some numbers and addresses, but it tells them absolutely nothing about how you go about producing your...

Business Cards On The Right Paper For The Right Price
The firm of Miller and Miller was a small town accounting firm which had been run as a family business for decades. But in recent years they had seen growth opportunities and so at various points in their discussion they started talking about expanding. They started talking about doing a lot of things they had never done before, including a more modern office and better furnishings. One point everyone noted was that each partner and employee has his or her own business card, and there was no...

Coordinate Your Print Collateral With Your Website Design
Twenty years ago the coordinating of print collateral and website design would not have even been a topic of discussion. Even ten years ago it would be a minor point of discussion. Today, however, it's perhaps the most cutting edge topic in all of marketing-dom, simply because the time has come to recognize one inescapable fact: 'Marketers who want to accomplish something today have to integrate their print materials with their internet presence.' Here is a hypothetical scenario which...

Design Tips For Business Cards
Any full service professional printer which has been around for a while has probably printed hundreds of thousands of business cards. That means that they have seen all the standard styles as well as many gimmicks and one of a kind designs. From this experience, it shouldn't be too difficult to come up with a little tutorial on what to include - as well as what to avoid - in the design of business cards. Here is a tutorial derived from experience which is worth your time - First, don't...

How Small Businesses Should Be Using Direct Mail Marketing
Direct mail marketing is still a very powerful engine of small business growth. Even the rise of the internet has not displaced it, a fact which may be surprising to many, as it has been predicted time and again that the various electronic media would supplant traditional forms of communication, most particularly print. The only place where this has proven to be true is in the music industry, where digital downloads have taken the place of older media. But of course music is exceptional,...

How to Use QR Codes Effectively
The difference between a useful marketing device and a gimmick is that gimmicks just grab people's attention. Good marketing tools, on the other hand, bring in the business and keep it coming in. The QR code is a tool which seems to have appeared quite recently and is everywhere at once. You see them on the sides of buses, on magazine pages, on television screens, on billboards, and as avatars on Facebook. The way they are meant to be used is as follows: A viewer uses the photo function on...

Click here to see More Articles by Johann Williamson
Publishers / Webmasters
Article ID: 417815
DELINK URL from Authors Bio
REMOVE Article
Tell A Friend
Leave A Comment!
Download this article in PDF
Report Article!
Search through all the articles:


204 Users Online!!
Related Articles:
Latest Articles:
 
Business And Finance >> Top 50 Articles on Business And Finance
Category - >
Advertising Advice Affiliate Programs Automobiles
Be Your Own Mentor Careers Communication Consumers
CopyWriting Crime Domain Names DoT com Entrepreneur Corner
Ebooks Ecommerce Education Email
Entertainment Environment Family Finance And Business
Food & Drink Gardening Health & Fitness Hobbies
Home Business Home Improvement Humour House Holds
Internet And Computers Kiddos and Teens Legal Matters Mail Order
Management Marketing Marriage MetaPhysical
Motivational MultiMedia Multi Level Marketing NewsLetters
Pets Psychology Religion Parenting
Politics Sales Science Search Engine Optimization
Site Promotion Sports Technology Travel
Web Development Web Hosting WeightLoss Women's Corner
Writing Miscellaneous Articles Real Estate Arts And Crafts
Aging


Disclaimer: The information presented and opinions expressed in the articles are those of the authors
and do not necessarily represent the views of bharatbhasha.com and/or its owners.


Copyright AwareINDIA. All rights reserved || Privacy Policy || Terms Of Use || Author Guidelines || Free Articles
FAQs Link To Us || Submit An Article || Free Downloads|| Contact Us || Site Map  || Advertise with Us ||
Click here for Special webhosting packages for visitors of this website only!
Vastu Shastra

Cheap Linux Web Hosting Provided By AwareIndia







Company IDS