Postcards are an inexpensive direct mail format that can be used to communicate with your audience in a number of ways, such as generating traffic to a retail store, recognizing a customer's birthday or thanking a customer for his or her recent purchase. For Measurable Solutions, a management training and consulting company based in Clearwater, Fla., the object is to generate a lead. Currently in its fifth year of business, the company first began using postcards to generate new clients in 2001 and has been consistently mailing the format since. In fact, Measurable Solutions President Shaun Kirk credits the company's postcard mailings with putting the company on the map.
To come up with a creative concept that would generate a request for more information within a limited amount of selling real estate, Measurable Solutions surveyed physical therapists, its primary audience, to identify their key pain points. It discovered, according to Kirk, that "what they hate the most are the actions they need to take to get new patients in the practice, but that is what they need the most. For the most part, [physical therapists] have to wine and dine the doctors who refer the patients."
Measurable Solutions pushes those pain points in a series of 4˝ x 6˝ postcards that use headlines such as: "I added more initials after my name but my patient visits stayed the same …" or "Lie #27, as told to PTs in Private Practice: The only way to get new patients is to go out and meet and feed doctors."
The call to action directs recipients to respond via an 800 number or link to the company Web site, www.measurable-solutions.com, for a free CD that will show them, "How to Have New Patients out the WAZOO!" All told, the company mails approximately 20 different postcard designs.