Building Your Business with Postcards
By
Shirley Frazier
Sweet Survival®/GiftBasketBusiness.com
 The postcard continues to rate as one of the gift basket
industry's top marketing products. It's easy to see why.
This compact marketing partner shows a photograph on one
side and provides an action-oriented message on the other.
The action
convinces the recipient to buy something, whether for an everyday
occasion or special event.
And the convincing doesn't begin with the
recipient. It starts with postal workers who eye your message, works its
way to corporate mailrooms, and ends up on the prying eyes of
co-workers.
Each time I show gift basket postcards in my seminars,
the same three comments and questions are asked:
Q. I have a small budget. Are postcards expensive?
A. Postcards can be expensive if you seek the services of
a local printer, who usually isn't a postcard specialist. Look for
companies that specialize in postcard printing, such as VistaPrint and Modern Postcard.
Other specialists can be found in promotional trade magazines, which you've
subscribed to receive for marketing information to build your business.
Q. I haven't made my first gift basket. How can I include
a gift basket picture on my postcard if I don't have one?
A. Some postcard specialists will allow you to use
photographs from their stock of in-house pictures. Choose the gift
basket photograph that mirrors the work you believe represents the type
of design you can create.
I can state with 99 percent certainty that you
will never be asked to duplicate the basket shown on the postcard, and
by the time it may occur, you'll be able to create a better design.
Q. Commercial photographers cost a lot of money. Where
can I have quality pictures made without spending a fortune?
A. Contact department store photography centers such as
Sears and J.C. Penney. I recently had some gift basket photos taken at
one of the independent companies located in a mall, and I was pleased
with the outcome.
Before you load a dolly and push your baskets into the
mall, make sure that these facilities have a three-stair prop available
to place your baskets in a tiered fashion to reproduce on a postcard or
letter-sized flyer.
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