Getting the Key Information from Your Postcard Audience
In postcard printing, you have to be really precise with the audience that you want to design for. Since postcard printing itself is a very precise form of printed art, you will want to know exactly the different characteristics and preferences of your target audience so that you can design your color postcards more properly.
Let me give you the key information that you should always gather to make your marketing postcards always more effective. The more precise your audience information is, the better you should be able to do your custom postcard printing.
1. Precise home and community location – Of course, since your color postcards are deployed directly to people’s homes and locations, the very first crucial information that you will want to get would be their specific locations of course. This means getting a mailing list of sorts.
There are paid services for this, or you can gather your own by getting an “opt-in” mailing list through some sort of promotions or basically just doing some manual address gathering. Make sure of course that you choose your lists wisely as you will want to get the people who will respond most quickly to your campaigns.
2. Potential buying power – Of course, you will also want to get information about the buying power of your audiences. Depending on their socio-economic status, your audiences might be rich with large expendable incomes, or they might be a bit careful with their money. These characteristics should help you shape your designs for your postcards.
Typically, the more their buying power is, the more impressive your color postcards should become. So it is important that you get the key socio-economic data down for your audiences. Typically you can access this through city/state statistics as well as your own footwork market research.
3. Key cultural interests and influences – Culture plays a big part in marketing through color postcards. You will want to know if you are marketing to “city-slickers”, “town-folk”, “liberals”, conservatives, artists, corporate types etc. These labels, stereotypical they may be, are a good basis for a powerful postcard design and of course convincing marketing postcard content.
That is why it is important that you know the key cultural interests and influences of your target markets. Do this my sampling your audience through surveys and interviews. The more you know, the better your color postcards.
4. Audience race and nationality – Race and nationality play a big part in the imagery of your color postcards. While it does sound racist (it shouldn’t be though), most people respond better to marketing images that are of their race. So if they are Caucasians, then the models in your postcards should be Caucasians and the same is true for other races. That is why it is important for you to figure out what race is predominant for your postcard marketing targets. This should help you create the best imagery possible that illicit response.
5. Audience age and sex – Finally of course, you should also know some basic demographic information about your audiences. More particularly you should know the dominant age bracket and sec that will read your color postcards. This allows you to adapt the content of your color postcards to appeal more to those people.
As you should know, males and females have pretty different tastes and preferences. People of different ages also have different priorities. You will want to write marketing messages that precisely matches their tastes for your postcards to really take off.
Great! Now you know the key information that you will want to gather from your postcard audiences. With better marketing research your color postcards should do better and of course give you better results. Good Luck!
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