September 23, 2014

Postcards: low-tech “social media” marketing.

Dig those crazy postcards, kids.

Dig those crazy postcards, kids.

The postcard is making a comeback…and not as a communication tool, but as a social media marketing tool.

Having postcards available for guests to purchase at your business is one thing.  Giving them out for free and offering to mail them – including postage – is quite another.  In marketing-speak, that’s the old school version of “encouraging a share.”

I’ve stumbled across two noteworthy examples of this in my travels recently.  The first was at P.J. Clarke’s, an institution among NYC bar/restaurants (since 1884).  A note at the bottom of the menu informs diners they can ask for a P.J. Clarke’s postcard to write out, and then give to their server to apply the required postage and mail.  (Side note…I had planned to do this, but the food coma from the Cast Iron Skillet of Baked Mac & Cheese with Peas & Bacon rendered me incapable of writing.)

The second – and brilliant – example (pictured here) was at Stratton Mountain Resort.  Perched in a place of honor on the front desk, a plexiglass cube filled with colorful postcards beckons travelers to drop a note <ahem, marketing piece about Stratton> to good ol’ Aunt Mary back home.  You can’t miss it…and you automatically get an itch to do it.  While standing there, I got the added joy of hearing the kid next to me ask his dad, “What’s a postcard?”… and then, of course, he had to send one to his friend back home.  (The hilarity continued when he had to text his friend to get the address, which is the only fly in this marketing ointment…who knows anyone’s mailing address anymore?)

Why are postcards sent by guests a smart marketing tool?  Because they’re…

  • Highly visual
  • Different and noticeable
  • Inexpensive
  • Fun for the sender & recipient
  • Turnkey and low maintenance

Postcards never get flagged as spam, they don’t need specific keywords to be found, and they are likely to be tacked up on the recipient’s refrigerator or bulletin board, quietly radiating subliminal marketing messages with every casual glance they receive.

When was the last time you could say that about your OTHER marketing tactics?

“Social media”…indeed.