Postcard campaign ...looking for ideas

[craftsman]

Greetings all,

I'm trolling for ideas, if you'd like to share.

The job is for a small business supply store.

The first thought I had was for a redeemable discount coupon. (Along with some sort of good copy after doing interviews.)

Since about half will be going to existing customers who already get a discount, I thought maybe a discount coupon is not so useful...

Next idea is some small $1-2 gift (like a letter opener with a logo or message) and picture of it on the postcard with "Pick Up Your Complementary Letter Opener with Your Next Purhase from the friendly staff at XYZ Business Co. "

Any thoughts you have are much appreciated!

Scott

[Tom Jones]

Hi Scott,

the main issue I have with freebies is that they need to be perceived as having value to your potential customer.

As a rule, don't go down the road of things like cheap pens etc. as they are seen for what they are "cheap pens".

Your letter opener is relevant, but might be perceived as low value, not just in monetary terms but also in terms of utility (afterall they're opening their mail without it at the moment, so why do they need one).

Now, if you were to offer it as a status symbol that should adorn any office with an engraving of your customer's business name or even their own name on it then it might be perceived as higher value. Your letter opnener needs to look and feel like it's worth at least $20.

Stick a picture of a famous person who always used a letter opener on the card, preferbly with them using it. Make sure to state this in the caption, who it is and how they always used a letter opener and possibly a few other names that used them.

As far as a discount coupon is concerned, it does two things:

1) Increase Reponse

2) Tracks sales (very important)

Whatever you do in your marketing, try and keep them both in mind.

I don't know if a discount coupon is your best route. It's worth testing. You need to segment those that are existing customers and communicate differently (and more frequently).

A big stationery firm that I know of (and use) sends free confectionery products when you spend a certain amount (albeit quite a low amount actually). They simply send them in the box with the order. I have no idea how well this works, but they still do it and have done for years.

Best Wishes,

Tom

[MtnBiker]

Scott what is it exactly that you are trying to accomplish with this campaign?

Bring excisting customers into the store to buy more?
Get prospects to come to the store and buy something?

[FinanceGuy]

Here it is.


Get custom mugs made that say "John Smith Is A Business Genius". Free to anyone who makes a $X purchase by the end of June. It's personal, makes a great converstation piece.

You could start the copy like this:

Dear John:

WARNING: This may make you blush.

You and I have known for a while that buying your office supplies from ABC is well...just plain smart.

Well quite honestly we think you as the customer are the smarter one. And truth be told... we wouldn't be in business without you.

So... in appreciation of your 'smarts', (and going against what my accountant says is 'smart' on my end) I want to give you a personal gift that I'm sure will be a conversation piece for years to come.

[show pic with their name on mug]

All you have to do is place one order for $x by x and I'll have your mug instantly shipped to you.

Think of what a great "ice breaker" this could be sitting on your desk, or the chuckle co-workers will get out of it.

Anyway it's just our little way of drumming up a little business during this traditionally slow time, and a way to reward you for purchasing your office supplies from us.

[you take the letter from here]

Hope this helps.

Dan Dowling

Dan Dowling,Certified Mortgage Planner. United Mortgage Capital Corp., Altamonte Springs, Florida. Author of Unlocking The Secrets Of Your Credit Score. copyright 2005-2007. Purchase, Refinance, Excellent Credit Home Loans, Bankruptcy, Foreclosure, R