The Situation

Crossroads Ventures organizes craft shows in the Cleveland, OH area, bringing together local vendors and shoppers for unique community events. They wanted to increase attendance at each show and consistently attract more visitors, so they partnered with PostcardMania to help promote their events.

The Solution

PostcardMania reprinted a proven postcard design that included the following features:

  • A bold, attention-grabbing headline announcing the upcoming craft show
  • Clear event details and an easy-to-redeem $1 off admission offer to encourage attendance
  • Strong calls to action directing recipients to bring the postcard to the event for their discount

Crossroads Ventures mails 2,000 to 3,000 postcards per event to their customer-provided mailing list on an as-needed basis, promoting each upcoming craft show.

The Results

They attracted approximately 200 attendees to every event!

Rather than measuring success by direct sales revenue, Crossroads Ventures tracks the effectiveness of each mailing by event attendance. By offering $1 off admission when attendees bring or mention the postcard, they can accurately measure the campaign’s response.

As a result, each mailing generates an estimated 200 attendees per event, with virtually all respondents redeeming the postcard offer at the entrance. From admission fees alone, the campaign generates an estimated $1,200 in ticket revenue per event, while also increasing exposure for participating vendors and creating a larger, more successful event overall.

The consistency of these results has made direct mail an important part of Crossroads Ventures’ event marketing strategy, helping them drive strong attendance show after show.

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