Know-How Exchange : Strategy

I know you'll get much better and more detailed responses than mine, but I like what you've done.

Thing is, I don't know that it's necessarily original. I've seen a lot of people use the old-time full-service gas station experience as a metaphor for their own full service approach (I even used to wear the uniform with a name patch and carry an "oily" rag).

Moreover, I fear that we're slowly going into an era where this visual will simply not resonate with a good number of your recipients. There are people with buying authority today who have never been to a full-service station (unless you live in New Jersey), used a typewriter or white-out, or were even alive before Lennon was murdered. ("Why is one of the Beatles buried in Russia? Why isn't his tomb in the US?")

Looking forward to other feedback.

The headline does not state a benefit or target any customer. So then the picture tells it's own story at a glance. Which is, automotive services, not graphic work. You have a split second to tell the reader what this is about before it hits the recycle bin.

I think you need to rework your headline. In fact, I would probably make a separate post card headline for each market I'm targeting.

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Schulte—

I appreciate what you're saying and I have to say that I receive a lot of mail that really when you look at the main image does not always have a lot to do if anything with the service being provided but makes a good analogy or comparison, as in this case. I think by showing a recognizable and iconic image of a good time gone by, the the target audience will either relate personally to or they know about it...and can make the connection. I want to relate this widely recognizable theme to the services that we provide... I see it as a creative way of integrating aspects of these industries and shows creativity both in design and copy writing by doing so. You just need one or two recipients to pick this thing up at the right time...Just when they're in the middle of dealing with POOR service and jacked up prices from their current marketing firm to hit a cord. Your thoughts?

I suppose there have been no more responses since it seems as though you have already made-up your mind. As a fellow graphic designer, you and I know how frustrating it can be when the client stops listening to your suggestions and ideas.

As you may well know, direct mail is as much about experimentation and testing as it is research and repetition. I would suggest (if your budget allows) to test a few variations on the message to see what gets you the best response. You may also want to be careful in choosing how you want to be known. Positioning yourself as the most affordable, can attract the most demanding (i.e. a lot for a little) type of clients. "Affordability" is truly subjective.

Back to repetition...plan on sending this or a series of cards multiple times for the message (whatever it may ultimately be) to sink in and resonate with your audience.

One more suggestion....plan on tying the look and feel of this card into a portion of your website's main page so when they do a little research (hopefully before calling you) it's all connected.

Best of luck, and I do like your work on your website.

All very good and well received comments/feedback...I guess I was hoping for some more responses that favored the piece as a generalized message on service, to a variety of target markets. As a business owner or marketing manager that received this mailer....wouldn't you perceive this as simply a clever means of associated my (graphic design, marketing communications) business with a business that invented the full service concept (and a time when it was affordable)?

As you know, your single postcard probably won't produce lots of leads. Whatever postcard you produce, I'd suggest split testing it against another postcard. Study which card produced the best response rate, and continue to evolve your cards.

Will your image inspire your target market to remember you, contact you? Perhaps. But we're not your target market - we're looking at your postcard with critical eyes.

If your target market was old enough to remember this image, then the connection makes sense - yearning for the "good old days". However, you've got too much copy on the back side. The only purpose of this card is to get the reader to contact you. Therefore, focus your benefit: great prices, premium looks, great service. Of course, you'll need to answer how can you charge less and produce more/better? If you're really sure about your price/service - then offer a matching guarantee (for new clients only).

Certainly testing against other concepts/messages makes most sense although budgets have to allow for this too. Do you think that if someone in their 30s or 40s gets this that they will immediately discard it because they can not relate to the image? I think there is a sense of common awareness regarding this time period and how it once was...especially for those educated and either running a business or in a marketing mgr position. Agree?

peg—
Thanks...great feedback...However your comment about being more specific about the creative audit will lead to more content. The idea there was to provide a teaser for them to find out more. This has been modifying to include an online form to sign up and/or call for the free audit (Want to give recipients both means of replying). So as far as the free audit copy...I thought that just putting a little teaser is the best way to provoke interest.

I like the idea of showcasing a case-study as well...But that may have to be done online as space and attention span (as you mentioned) is limited when it comes to mailings....I agree. In fact I add even more copy than what is there now originally.

thx!

Yes...You are correct Peg, I agree 100%...Always speak to the target! And quite possibly that "person" may relate more to a marketing audit vs a creative audit. Although I must be careful there as we are more of a creative (design) firm but WITH strong marketing backgrounds...So I just don't want them thinking they are getting a full comprehensive analysis of their marketing strategies FOR FREE. We do not provide marketing plans. We are "going in" to review all their current creative strategies and how they are utilizing all aspects of thier brand image and all their current marketing materials and if it's working effectively and consistently. So in your opinion does that fall within a "Marketing Audit". I suppose it could since "marketing" is a broad term and encompasses so much.

You rule Peg!

Peg— (and anyone who wishes to comment)

One more quick question. I was wondering what you thought of this as an alternate headline for the front:

"Are You Getting Full Service?"
(the word "full" is underlined)

with the subhead:

"Don’t settle for less when it comes to your business image!"

I thought that might resonate better and the one single headline would have more impact. I am getting rid of the affordability message as I don't want to convey the wrong message. Really its more about delivering high end graphic solutions with the absolute best service.

Thanks so much for your comments!