030: When a Post Card Mailing Beats Digital Communications

The big question of the day is whether to send a postcard to prospects you don't know as a branding opportunity. How many marketers still regard direct marketing as a viable campaign strategy? Jayme's client, Alan's Collision Center in NE Philadelphia, is a non-DRP auto body repair shop. That means it is not aligned with an insurance network. To continue to keep the doors open requires marketing to people who may not need an auto body repair shop. Should Alan's Collision Center do a postcard marketing campaign to neighbors in the hopes they will recall its brand when and if they need auto body repair? It's a common question for many businesses, and John Gregory Olson and Jayme Soulati banter about the pros, cons and details of postcard marketing with reminders to get the minutia correct! When you consider that direct mail was all the rage back in the day and today, not so much, it's important to take a look at coming full circle and putting a postcard back into the omni-channel marketing mix. Because baby boomers grew up in the catalog era they still like getting mail. Marketers interested in targeting the boomer generation should consider testing direct mail campaigns.