As you probably know, postcard marketing can be a great way to generate leads for your business. That is, when it’s done in the right way.
Postcard method is relatively low cost. And can help you drive traffic to a web site or get people to respond to your offer.
Anyway, I’ve just received a postcard mailing from Ford this morning. You can view both sides of the postcard by clicking here.
I’d love to say this was a great marketing piece. Especially with the way the car industry is in at the moment. They need every bit of help they can get.
However…
Take a look at the main side. The one with the smiling couple. And the headline:
“Expect More Value”.
WTF??
What is going on here?
The lady is smiling at the guy. Is she thinking “How can I get more value from the lazy good for nothing?”
What is the point of having the happy couple here? I think the graphic designer had too much input here.
Then there’s the big tick.
Hey, have Nike somehow got involved??
Then there’s Value Service….What’s that?
There’s a dangerous assumption going on here. That people like reading junk mail. Sorry. It ain’t true. This simply doesn’t happen in real life.
And if Mr Prospect should happen to read the second side then there are still some glaring mistakes.
How can they check the Master cylinder, Brakes and the other 29 points in just a few minutes?
How about bribing me with an irresistible offer?
What about say a free car wash… a free upholstery clean… 50% off my next service….anything to make me not want to miss out. To get me to respond. To say “YES!”
The there’s no call for action. No making me feel special. That I’m getting a bargain.
And as for Ford’s slogan “Feel The Difference”….well ,… no wonder the car industry is in a mess.
All in all not a great postcard.
I think the postcard is too Ford focused. And not customer focused.
What do you think?
Comments welcome.
Until next time.
Mark