How to Use Print Promotional Tools - Postcards Are Mini-Billboards

"I know that there are a lot of artists who would do well with a postcard campaign as it suits our business so well, having our own image as the front of the card. I was wondering if you could help us all by making it a point of your next tip - what a successful artist postcard campaign would look like or say."

Postcards are an affordable way to keep in touch. You can use postcards to:

~ announce your exhibits, completed commissions, and awards

~ invite collectors to special previews or private receptions

~ thank art lovers who attended your open studio, gallery reception or museum art talk

Now put your entrepreneur hat on and read what guest marketing blogger Judy Baker has to say about postcards:

Why use postcards

"Postcards are a powerful, cost-effective marketing tool that fits every size business. They cost pennies to design, print and mail. Postcards can help you reach new customers and remind existing customers about your business. Unlike a lot of direct mail advertising, postcards get read. Everything is out in the open-no envelopes to hide your message. Think of postcards as miniature billboards delivered directly to your audience. Best of all, they cost about 70% less to mail and print than a letter."

When to use postcards

"Postcards can announce an event, promote services, introduce a new product or serve as a well-timed reminder. Postcards can entice buyers with a time-sensitive offer or reward loyal customers. Use them to invite feedback. Postcards can drive traffic to your website, bring shoppers into your store or to your booth at a trade show. They are an effective way to keep your name in front of your clients as well as a way to gain new business. A series of postcards can create a sense of anticipation and excitement; increase awareness about your business and establish credibility. They can plant your name firmly in the minds of your target audience. Best of all, your postcard offer may come just in time to answer the needs of your clients and bring you business."

How to design postcards

"Postcards must be clear and concise. Keep your message focused - one idea per card. Make your headline a call to action - what will entice your readers to take the next step. Use high impact visuals to capture attention - photographs, original paintings and illustrations can set your message apart from the ordinary. Remember that a good design leaves space free for the eye to rest and focus. Don't crowd your card by putting too much information in a small space. Check all critical information for accuracy. Verify phone numbers, dates, times and addresses before you go to print. Proofread everything - at least twice. Keep your type readable.

"As a branding strategy, include your logo, business name and contact information on all of your marketing materials. Finally, check your design for compliance with postal regulations before you print."

Who to send postcards to

"Who is your ideal customer? Direct mail gives you the ability to target your mailing to those most likely to use your product or service. Existing customers are more likely to buy from you again. Think about who needs what you have to offer. Is there another business that serves the market you want to attract? Could you partner on an offer and mailing to increase the response to your respective businesses?"

How to follow-up on postcards

"Plan to follow up by phone within a week of mailing. You have already introduced yourself to your audience - so this will not be a cold call. Ask your audience for permission to contact them or invite them to call you. Plan a twelve-month campaign and build relationships over time.

"Track the effectiveness of your postcard campaign - include a special code on your cards or ask buyers to bring the postcard in to receive your special offer. Make your call-to-action time-sensitive.

"Effective marketing is persistent. Postcards can open doors for you and your business."

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Then, of course, it's up to you to continue to build relationships with people who respond to your art, your postcards and your messages.