1. Determine your postcard goals
What do you want people to do when they receive your postcards? If you’re selling event tickets, you probably want them to purchase tickets by calling a number, visiting a website or scanning a QR code. If you simply want to get people to attend your free or gate-ticketed event, your postcard will serve as an advertisement to that end. The point is that you should know what you want people to do so you can focus every element of your postcard and design copy toward achieving your goals.
2. Define your audience
Who will attend you event? What is their demographic makeup? For a community festival, it’s probably just about everyone in a five-mile radius (or more). If it’s a theatric performance, however, you likely have a rather distinct customer base comprised of people who share several demographic traits. Determine who your most likely attendees are, then create a demographic profile based on age range, gender, income, location and other data. These are the people you will market your event to.
3. Get a targeted mailing list
Next, use your demographic profile to rent a targeted mailing list made up of only those people who fit that profile – your event attendees. The better-targeted your list, the better your postcard marketing campaign will perform.
4. Craft compelling copy
Now that you know what you want to promote and who to promote it to, you can draft postcard copy that features the event benefits your targeted attendees will most likely respond to. Create desire through benefits, and add a time-limited incentive to encourage quick action. You might, for example, offer a 10 percent discount on tickets to those who respond by a certain date. If your event is a freebie, offer a coolie cup or fan or some other branded incentive at the gate to those who bring their postcards with them. That way, you can track your response rate. Free or paid, don’t forget a call to action that motivates response.
5. Dazzle with design
Design is one of the last steps, but it’s the first thing your targeted attendees will see when your postcard arrives. Incorporate attention-getting colors and vivid, interesting images to get noticed and draw potential guests into your copy. Your design will set the mood of your event and help create desire.
6. Print and send your postcards
Print your postcards on quality paper stocks to lend a sense of quality and even prestige to your event. The bigger the better, as large postcards command attention and make your event seem important. Keep an eye out for discounts on printing, as PsPrint routinely offers steep postcard printing discounts that can make your event marketing super-cheap.
7. Measure response
As mentioned, you need to incorporate a way to measure responses, whether it’s through a coupon code or the presentation of the postcard itself. Record response so you can test it against future postcard event marketing campaigns; with a little experience, you’ll be able to develop powerful can’t –miss postcard marketing campaigns that bring people out in droves to your events.