The Situation
Fairfax Interiors is a kitchen and bath design showroom with locations in Virginia and Washington D.C. They needed a way to promote their business that would be effective, but not monopolize their time.
“The reason we chose PostcardMania was because of the ability to go to one company and have everything done.”
The Solution
After working with their marketing consultant, Fairfax decided to go with a targeted postcard campaign to a list they provided. Since PostcardMania could handle the designing, printing and mailing of the order, Fairfax didn’t need to spend much time on the campaign.
As you can see, the postcard design relied heavily on the imagery of a new kitchen and bathroom. Allowing the prospect to see the possible outcome for their own kitchen and bathroom was crucial to capturing their interest. The copy made the images applicable to the prospect by tying in the holiday season and giving them an excuse to dream about a new kitchen or bathroom.
“I think anybody who’s considering using postcards as a medium for lead generation needs to realize it requires consistency and persistence; you have to stay with it. You can’t do one mailing, look at the results and think that’s what it’s all about.”
The Results
Here are the results from the campaign, in the client’s own words:
“Mailing postcards has been really successful for our business. We know that because people walk into the showrooms with the postcard in their hand, which makes it really easy to track, as opposed to print media, where they may read about us… but by the time they walk in they forgot exactly where they heard about us… In terms of return on equity we feel it’s higher than any other advertising medium we have.”
