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Every Door Direct Postcard Campaign?

by davidreese
18 replies
Hi,

I'm considering an Every Door Direct campaign for an improv theater.

The theater is surrounded by several relatively new high income developments. I plan to send out 5000 pieces to help build the email list for classes.

Any thoughts/advice on the program are appreciated. It seems simple enough - print postcards, prepare, and bring to post office.

I currently use posters, Facebook and Google to advertise. I want to use postcards so I can target the local neigborhood more.

Any thoughts on size of card? Best way to mail?

Other advice?

I was planning on ordering the cards through Sonic Print.

Thanks
#campaign #direct #door #postcard
  • Profile picture of the author jrod014
    I would suggest you go with either a 8x10 or 6.5x12" for your EDDM campaign.

    I did my EDDM campaign with a 6.5x12" size postcard and it turned out great. See my case study below.

    http://www.warriorforum.com/offline-...y-results.html

    Also, make sure you have a landing page ready to gain leads, reservations, appointments or what ever information you may need to gain.

    Also, you'll want to make sure that you have a great offer. Something enticing enough to make them want to take action.

    Let me know if you need print, I can help you out and get it at a great price for you.

    Good luck!

    Jerry
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  • Profile picture of the author dave147
    Also...don't go with the first printer you get a quote from. Get the top 5 quotes and use it as a price negotiator.
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    • Profile picture of the author Vikuna2009+
      I would incorporate a QR code combined with an actual URL address on the card that as Jerry said, leads to a landing page, shorten the URL with tinyurl to make the QR code less complicated and easier to scan might also be a good idea. But, I would make the landing page a coupon page, if they fill in their email and to build a list fast, give away a free ticket for each ticket bought. Doing it that way, you are also building your list.

      6.5x12 stands out way more, that's the size I would pick. Postage is now 14.5 cents, going up a fraction of a penny or so come end of January, no biggie. Frequency is the key here, people might love to go see a show but have other things going on. Plan on doing at least 3 mailings, spaced out a month apart. Ideally, you should do more than 3.

      Once people give their email to get the coupon, you now have a list to market to, design an email to go out monthly as well, an additional service that you can charge for.

      Tons more you can do but this is a step in the right direction. Sending out a postcard on a whim with no way to measure even though EDDM is dirt cheap is not the best way to go, you need to track it.

      Eva
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  • Profile picture of the author jaanshaam
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    • Profile picture of the author Eddie Spangler
      I would have something on the card (qr code and you tube link) that directs people to a video or videos of the troupe.

      Thinking long term cross channel marketing I would develop stuff that is interactive.
      For example if the troupe tells jokes I would tease the card with a joke whereby they had to either access video or website to get the punchline.
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  • Profile picture of the author bob ross
    David, I'd highly suggest using the biggest postcards you can afford if you're going to do this on a one-shot basis. I'd go 8.5x11 or 9x12, which you can either get through me or jrod above, or use a low priced online printer like gotprint.com. It's going to be a lot cheaper than sonic (I believe sonic offers turnkey mailing so you don't have to bundle but it's worth getting it cheaper and doing it yourself).

    I definitely agree with the others about directing the recipient to a landing page where they can get more info. I would also highly suggest using a professional print designer for this.
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    • Profile picture of the author ewenmack
      It would take some more work, but it may give a bigger return on investment.

      Do it by a co-oop mailing.

      Share the largest Postcard with others.

      Shared cost, and even no cost if you get either enough or they pay
      full retail printing and design while you get it at wholesale price.

      Best,
      Ewen
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  • Profile picture of the author bonvideo
    Another TIP is to have people to input some sort of COIDE to claim a free e-book or Discount for example. If you prepare a Landing page, having the picture/image of your postcard clearly displayed in your landing page can greatly increase Conversions.

    Mauri
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    • Profile picture of the author Pauli7143
      Look in Bob Ross's signature and get his 3M system....do it for free and maybe become a hero to some of you neighboring businesses
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  • Profile picture of the author Irish Intuition
    Originally Posted by davidreese View Post

    Hi,

    I'm considering an Every Door Direct campaign for an improv theater.

    The theater is surrounded by several relatively new high income developments. I plan to send out 5000 pieces to help build the email list for classes.
    Firstly, do people in a higher income class typically do improv? That may
    not be the right demographic. Because they have expendable income does
    not make them an ideal target.

    I'd hit urban areas, males between 35 and 45 (pulled that out of my arse)
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  • Profile picture of the author davidreese
    Our typically student that continues tends to be 30 or older. We have many people in their twenties that take a class or two but fewer that stick with it.

    I'm going to offer a discount to our upcoming class, 2 free show tickets and we'll work on an ebook. Maybe something along the lines:
    The 7 ways you can transform your life with improv...
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    David Alger
    Thumbtack Bugle We Get the Word Out

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    • Profile picture of the author Irish Intuition
      Originally Posted by davidreese View Post

      Our typically student that continues tends to be 30 or older. We have many people in their twenties that take a class or two but fewer that stick with it.
      Kinda figured that

      Originally Posted by davidreese View Post

      I'm going to offer a discount to our upcoming class, 2 free show tickets and we'll work on an ebook. Maybe something along the lines:
      The 7 ways you can transform your life with improv...
      Do people want to 'transform their life'? Hmm, not only that I am not sure
      that comes off as believable.

      You need to key on on those who THINK they are funny and spit
      polish that with 'cash in on making them laugh'. That's what I
      think
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  • Profile picture of the author missmiss
    I did this mailing for my neighborhood. New York City.

    Was terrified. I took the cards to the local post office and no one in the post office knew what I was talking about. They vaguely knew what EDDM was. They had to call over the Supervisor and she didn't really know what the heck to do with the cards. I had little faith that the cards would ever make it.

    I mailed 400 cards. I got 1 call and 1 job. She called because of the deadline I had on the card.

    Broke even.

    I used Next Day Flyers. Thought they were the cheapest. Don't order pre sorted option. They only place a divider in between the cards. You still have to add the rubber bands yourself.
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    • Profile picture of the author jrod014
      Originally Posted by missmiss View Post

      I did this mailing for my neighborhood. New York City.

      Was terrified. I took the cards to the local post office and no one in the post office knew what I was talking about. They vaguely knew what EDDM was. They had to call over the Supervisor and she didn't really know what the heck to do with the cards. I had little faith that the cards would ever make it.

      I mailed 400 cards. I got 1 call and 1 job. She called because of the deadline I had on the card.

      Broke even.

      I used Next Day Flyers. Thought they were the cheapest. Don't order pre sorted option. They only place a divider in between the cards. You still have to add the rubber bands yourself.
      What size cards did you use?
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  • Profile picture of the author missmiss
    6.5 X 9

    I do video. My mailing wasn't good. It wasn't targeted. I thought of 10 reasons people would need a video done. One of them was for job searching. The one client I got she wanted it for her Linked In page.
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  • Profile picture of the author RiskTaker
    3M would be perfect for this and the same target client would be Car Dealers. They spend a boatload in print. I have several as clients and they way they waste money (despite my protests) is crazy.
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  • Profile picture of the author davidreese
    Sorry what is 3M?
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    David Alger
    Thumbtack Bugle We Get the Word Out

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    • Profile picture of the author ivanela33
      Originally Posted by davidreese View Post

      Sorry what is 3M?
      I think you mean M3, bobross's mailer method
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