Would you put that postcard on your fridge?

A postcard campaign can be a very cost-effective marketing tool.

But they have to be well-designed if they are going to be noticed. I ranted yesterday about the use of white space and showed a couple of examples. (See the link at the bottom).

I thought I'd elaborate a bit today....

I have a simple question I ask myself when looking at a postcard/flyer design. "Would I put that on my fridge? Is the image interesting and exciting enough for me to want to keep?"

I think I have mentioned before that in a previous life I had a health food store? Did I also mention that I once ran a used car dealership? (Oh, the fascinating history of the grumpy old woman!)

I devised a postcard campaign which featured beautiful photographs of polar bears. I would get phone calls:
"Hello, I'm just calling to say how cute (beautiful, sweet, funny, adorable etc.) your postcard is. I've put it on the refrigerator. Thank you so much."

This is the reaction you want to your postcard campaign! Every time someone in that home goes to get a beer, or a coke, or a snack, or ingredients for a meal, they are seeing YOUR message, YOUR brand, YOUR logo. This beats a TV ad any day. After all, it's usually during the commercials that people are going to the fridge for a beer, coke or snack.

So the first question I am going to ask you if you're running a postcard campaign is what sort of image is going to appeal to your intended audience? What will make them put it on the fridge? Something quirky? Cute? Funny? Elegant? Tell me.

One of our favorite restaurant clients, Latitude 41, recently asked us to create a postcard campaign. They had come to an arrangement with the local ballet company so that Latitude 41's promotional postcards would be included in the package when a ballet-lover is sent their tickets.

Here are a few of the results. Fridgeworthy? I believe so.

Related topics:
White space