Postcard printing; a cost efficient way to promote your business

Direct-marketing postcards are a versatile and cost-effective form of promotion for any size and type of business. Think about it: what are you more likely to read, a short, sharp, cleverly designed postcard, or a lengthy brochure?

Postcard printing has the flexibility to get your message out with a minimum of fuss and cost. And people like them, with postcards being forever linked to memories of holidays and quirky stories from around the world.

The power of postcards

Versatile: Postcard printing can be easily tailored to particular customer needs, with different versions of the same message able to be included in the same print run.

Eye catching: A clever, full-colour postcard is less likely to end up in the bin without being read first.

Instantaneous: Postcards don't need to be opened; your customers are instantly exposed to your message without having to invest the time to open an envelope.

Far reaching: Postcards are perfect for 'guerrilla marketing'; leave them in cafes, bookshops, retail outlets – anywhere your typical customer likes to shop.

Measurable: You can easily track the success of a postcard campaign; for example, ask recipients to present your postcard to receive a discount or special offer.

Affordable: Postcard marketing is affordable, even for the smallest of businesses.

Effective postcard printing

According to Joe Kowalewski from the Printing Industries Association of Australia, effective postcards:

Convey only one message

"Because of the limited space, your postcard should present only one idea or offer," says Joe. "Any more than that and your message will lose its impact."

Use strong visuals

With limited space, postcards should only feature one dominant image on the non-address side. It's important that the image is strong and eye catching, says Joe.

Include a strong call to action

This is the whole purpose of your postcard and the culmination of your message. Ensure your call to action is clear and that your contact details are correct.

Think differently

Your postcard doesn't have to be limited to images of your products or services. The key is to get the customer's attention, says Joe.

"A few years ago we were promoting training courses – a very bland topic," he says. "So we commissioned some funny photographs and used them as an attention grabber.

"It was a very successful campaign, as the postcard image was different enough to make people look, and that's the key.