John gets his design ideas from other mailers, posters and events that he comes across. He has tried a few different design ideas, ranging from stock tuxedo images and a map, to more artistic images and special offers. The cards have shown different levels of response, but the best performer was one with a classy photo on the front and descriptions about his company’s services on the back.
Driving Store Traffic
 Case Study #7:Driving Store Traffic |
 
After Five Tuxedo Company - front
After Five Tuxedo Company - back
Goal: Generate More Traffic & Create an Upscale Brand for the Company Customer: After Five Tuxedo Company The Campaign: John Loftus, owner of After Five, wanted to generate more qualified leads, and at the same time, have his shop recognized by his target market as an upscale rental establishment. He had read in an industry magazine that many upscale formal wear stores use postcards for their marketing efforts. Why reinvent the wheel?
After Five’s mailings go out every week, without fail, to lists of couples getting married. They build these lists themselves by
attending wedding tradeshows.
Campaign Results
Results:
About 60% of the weddings After Five does are from their postcard mailings; they service around fifteen weddings per week at an average of $1,200 each. They have tried prom mailings, but the return on investment wasn’t as high, due to the fact that they only rent one tux as opposed to the multiple tuxes they will rent to a wedding party. Once they get someone into the store, the closing percentage is about 80%. After Five is not located in a mall, so most of the people who come into the store are there because of their promotion, making them more serious buyers. "Postcards are the number one reason that people come into my store." -John Loftus – After Five Formal Wear
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Excerpted from The Ultimate Postcard Marketing Success Manual by Joy Gendusa. For more information click to PostcardMarketingSuccessManual.com. Call Today or Email Us at info@postcardmania.com Order this book online at shop.postcardmania.com. Available in hard cover and downloadable PDF versions. Order now and get outrageous direct mail marketing results! ©2012 Joy Gendusa & PostcardMania
About PostcardMania:
PostcardMania is a full-service postcard direct mail marketing company which includes graphic design, printing, highly-targeted mailing list acquisition and mailing services with FREE marketing advice. Joy Gendusa is the Founder and CEO of PostcardMania, which was recognized as the nation's fastest growing direct mail postcard marketing firm by Inc Magazine in 2005. Gendusa began PostcardMania in 1998 with no capital injections of any kind, using her marketing acumen and direct mail postcards to expand her corporation year after year. They help over 31,000 businesses in more than 350 industries nationwide to expand through the use of direct mail marketing techniques, printing 4 million and mailing 2 million postcards each week. About JetMail Tampa Bay: After being asked so many times by existing customers to handle all their direct mail needs, Gendusa decided in 2004 to open a mail house and run it with the same commitment and excellence to her customers...hence JetMail–PostcardMania's mail house. JetMail, simply put, is the best mail house you can find and gives the best combination of price, quality and customer service that is available when you need mailing services from a business that considers your business important. |
