If you’re looking for a quick and cost-effective hit for your next orthodontic practice's direct mail campaign you should definitely consider postcard marketing. It can be a really good way of attracting attention. Direct mail postcards are used by all sorts of businesses to promote offers, services, brands and products. They are colorful and come in all sorts of shapes and sizes! Because there's no envelope to open (saving you money right there!), they have immediate impact and a higher “read rate.”
So...if you like the idea of postcard marketing for your orthodontic practice, read on.
▪ Plan it
Be clear about the purpose of your postcard marketing campaign. Be as attention grabbing as possible and don’t be boring!
▪ Be colorful
Make sure you really maximize the impact of not using an envelope. Use high-quality photographs and prints and use striking colors and images.
▪ Size matters
Don’t use too many words – keep your message simple. But do consider an oversized card. It may cost a little more but it will stand out from the crowd.
▪ Remember – you’re generating leads
You’re not writing War and Peace. Short bold headlines are good. And remember, postcard marketing is about generating leads (or new patient starts). Make sure you include lots of different ways for people to contact your office!
▪ Deadlines are good
Sending postcards is a great way of getting time-sensitive information out there. Use them for special offers or reminders. But don’t forget to put in a timely expiration date. That creates a sense of urgency to "Act Now", which is good for you!
▪ There are two sides to every postcard
Space is limited, so don’t waste it! Make the most of both sides of the postcard. View the non-address size as a poster, using bold colors and photos. Use the other side for the address, your contact information, offer information and any other important details.
▪ Think creatively
Postcard marketing can be used for a multitude of things. New or existing patient discounts, gift vouchers, special offers, new doctor announcements, new office openings...the list is endless!
▪ Don’t skimp on quality
The whole point of using a postcard is to have impact. Go for full-color printing on good quality card stock. You want your postcard to move through the postal system with a bang, not a whimper. You also want it to still look good when it reaches the recipient.
At GetOrthoCases, orthodontic practice marketing is what we do and ALL that we do.