Direct Mail Case Study: Promoting Seminars

by Brandon Cornett

I came across an interesting case study at the USPS website today. It was from a man in Denver, Colorado who runs his own business conducting seminars. He uses direct mail postcard marketing to promote the seminars and increase the number of sign-ups.

Here's an excerpt of his comment:

When I want my cash register to ring on Friday, I mail postcards on Monday. My seminars on "How to Speak for Fun and Profit" FILL UP every time with postcard mailings … Starting noon Tuesday my phone begins ringing with registrations for my seminars. By Friday, classes are FILLED. Ka-ching!

This is a perfect example of how direct mail postcards can (A) support a broader sales cycle, (B) inform people toward action, and (C) get the job done quickly!

There are dozens of similar applications for which direct mail is perfectly suited. You could use postcards to...

• Point to a free download from a website
• Promote a web-based training course
• Educate readers about a product or service, with a web address where they can learn more
• Solicit newsletter subscribers
• And on and on ... the possibilities are many!

Just remember to have something on the other end of the postcard mailing. The postcard can generate interest and some form of action, but rarely can it complete the sales cycle all on its own. In the example above, the man used postcards to get people to call and sign up for a seminar. A short sales cycle, but there was still the person on the phone who had to pick up where the direct mail piece left off.

Use your imagination. Have a process in place. Give your postcards clear and realistic objectives. See where they can take you.

Happy Direct Mailing!

-Brandon from PostcardSmart.com