Today I was looking for some material for a project I was working on and ran across a blog post about how one affiliate marketer had started using postcards to promote online offers and was “making a killing”. Of course you always have to take those comments with a grain of salt, but it got me to thinking about affiliate marketing, the interaction between online and offline marketing and the cyclical nature of the industry as a whole.
I remember a few years ago reading about web sites making absolute bank from banner advertising as a result of a couple of high profile deals that were spotlighted in USA Today (if I remember correctly). One site owner basically said, “I don’t know what happened, but all of a sudden my ad inventory is sold out for the rest of the year.” And he had even jacked up his ad prices. All of this happened after banner advertising was considered to be dead.
Fast forward to today and banner advertising is still considered to be a decent revenue generator for many blog and site owners. To me, this signifies that it’s still at least somewhat effective, or people and companies wouldn’t continue to buy the darn things. At the very least I think they’re effective for brand awareness and helping to build an online presence.
It makes you wonder how cyclical things are and if we’re going to see a massive boom in banner advertising again. Especially for sites that generate a decent amount of traffic. Perhaps the original “boom” never left and the big sites are still rakin in the dough.
Back to the postcard thing, though (since I haven’t bounced around quite enough already), is it really possible that postcards are coming BACK in as an effective advertising method? Seems like we all still hate junk snail mail as much as we always have. This one particular marketer, though, claimed that since our focus was on hating junk email that we no longer had the huge aversion to junk snail mail. Like we’re not capable of disliking two things at once.
I would venture to guess that people are instead intrigued by the offline method (postcards in this case) that is marketing the online product or site. Maybe there’s enough of a disconnect between the two that it catches people off guard and ends up driving them to action. This leads me to my point: we need to think outside the box.
In this particular case, it’s marrying two separate advertising methods to capture a new or different way of marketing to the same old audience. This type of thinking can work in everything from AdWords campaigns to selling digital goods. Sometimes taking an old way of doing things is just what is needed to breathe new life into your efforts.
A little rambly today, I know, but hopefully it at least sparked some kind of thought pattern that might lead to you coming up with a new way of doing something that might be stale or just plain not working. Don’t abandon it just yet. See if there’s a different way to approach it.
August 14th, 2009 at 8:18 am
A few years ago, I tried this type of advertising but it didn't work out too well for me, after sending over 2,000 letters to a target audience, I didn't get a single response. It's possible that I could have done a bad a job of marketing as to why it didn't work out for me.
Till then,
Jean
August 14th, 2009 at 2:07 pm
There is no way for the post card to be a threat because i dont know anyone who can be excited to recive them into their mail, and beside the advertising is much cheaper on internet i supose.
Intrested post anyway
August 14th, 2009 at 2:15 pm
This is a very interesting post!
August 14th, 2009 at 2:31 pm
I actually tried some local postcard marketing for one of my affiliate based sites that sells a product. I had a graphic designer create a nice layout and logo and then utilized a local mailing service to print the cards with bulk mail postage. Based on some suggestions, I also implemented a coupon code system for tracking purposes.
I have to say that I was pleasantly suprised at the results. Although I didn't make a huge profit, I did come out a little bit ahead. I suspect that there is definitely some promise in that arena, but I'm guessing that the success will be dependent on a number of variables like:
Nature of the product in terms of demand
Overall design and layout
How well the targeted website converts
Related costs
To be honest, I felt that the amount of return on my mailing wasn't high enough for the amount of work involved. It could probably become more profitable with some tweaking on the variables. I'm going to try another when I have the time.
August 14th, 2009 at 4:36 pm
I think postcards never left leaving the scene when it comes to great promotion. It is just the way that they are used is returning to their original goodness. You don't send postcards to random strangers but those clients and customers of whom you built a relationship with. Maybe send them a holiday/birthday postcard with a special promotion for them and a nice little note.
I think the mass switch to email has made snail mail more personal. This is really beneficial for good businesses who want to develop relationships with their clients.
Great thoughts
August 14th, 2009 at 6:48 pm
Great thought. To add to that in an age where we receive almost everything from statements to bills via email that people are receiving less posted mail. Now because of this people are more likely to look at it because they are not flooded with it, and if you catch their attention they will call or log on!
August 15th, 2009 at 5:47 am
Isn’t that something!
August 15th, 2009 at 11:39 am
Actually, there is some merit in the post card scheme. Snail mail volume has certainly come down and it is depressing to see an empty post box. More attention is likely to be paid to a post card, if it is done attractively as it is easy to scan.
August 15th, 2009 at 12:19 pm
hi
I have found your blog in google
this is a good technique
August 19th, 2009 at 9:04 am
Postcard marketing is very old offline marketing strategy but imo now it is not good for advertising.
August 22nd, 2009 at 12:22 am
I never thought of this before but Im sure it would be a great way to advertise. Thanks for sharing this new tip.
August 22nd, 2009 at 12:06 pm
I've read that some people were making bank promoting their CPA offer using flyers and ads in the newspapers.
August 24th, 2009 at 9:18 am
I suppose it may be easier to catch people off guard so to speak with advertising online products using offline methods because people are so used to fending off a daily barrage of spam on the internet. Sure you get junk mail delivered to your house too but people will save coupons and pay attention to offers more if they have something physical in their hands. But thats just my opinion.
August 24th, 2009 at 7:10 pm
I think it would be a great way to advertise as you can pic the picture on the front to attract interest and the postage is cheaper for postcards.
August 24th, 2009 at 9:50 pm
Postcards are like any form of advertising. I've done it off and on for some time now with mixed results. If you do it right with the correct wording and give them something that they actually will want then they can work and turn a great profit but if your off just a little bit then your wasting time and money. It takes a lot of tweaking and retweaking to get it right. There are services out there that are really helpful in getting good results but at the end of the day you get out what you put in.
September 16th, 2009 at 3:56 am
Post cards…? That seems like a lot of work, to me.
But hey, if it works, it works.
November 24th, 2009 at 10:07 pm
No, I think both are now work with together to promo your business.
December 6th, 2009 at 9:41 pm
This is a very good post!
December 15th, 2009 at 1:18 am
Eversince the internet hits the ground a lot of businesses are using online marketing and disregarding the offline marketing. But they don't realize that snail mail isn't that rampant now and they could take advantage of offline marketing such as postcard marketing. Since mail wouldn't be flooding, great chances that your postcard will be read by your prospect and customers.
January 10th, 2010 at 12:14 pm
Filmare nunta – This is a very good post!
January 10th, 2010 at 12:16 pm
Good woork my friend.
January 12th, 2010 at 8:29 am
Maybe people felt appreciated by sending them postcard.
February 13th, 2010 at 6:10 am
Hello, i am considering getting another motorcycle for my husband. He however is very worried around what type of risks could take place from motor biking accidents. Look his love is sports so if he was disabled, he would likely kill himself, no jokes. Does this type of injuries usually occur, or is it usually most likely death!