The Marketing Mix | official blog of the Marketing Mentor community

Anatomy of a [eco-friendly, budget-wise] Self-Promotion Piece

Has 2009 been somewhat of a bummer, business-wise? Are you watching your pennies more carefully this year? Yeah - me, too! Which is why I’ve decided to forego the annual giving of the client gifts, in lieu of a simple, budget-minded postcard. 

My message is two-fold: to wish my clients and prospects a happy new year, while simultaneously announcing my new office, which is located in the rural, historic village of Aurora, NY - home to 850 residents and a college of 600 students. We’re right on one of the Finger Lakes, and in this promo piece, I wanted to convey the feeling of the place while capturing some of the visual essence of what it’s like to be here in winter, with the sun on the lake (‘Aurora’ means ‘dawn’) and formations of snow geese passing overhead.

It takes the form of an oversize (6 x 9) double-sided, full-color postcard, digitally printed on the most environmental paper possible, then sealed in a clear sleeve (which prevents the card from getting dinged up in the mail, and - I think - increases its “openability” factor).
…………
 
Here’s how it works out, cost-wise:

Printing
$125 for 250 6 x9 digitally-printed postcards, using non toxic toner, from Greg Barber Company

The paper stock is 100% post-consumer waste and certified 100% processed chlorine free. If you are interested in eco-friendly printing and packaging, note that this stock, Cascades Enviro, is also Forest Stewardship Council certified AND made with biogas energy.
 
(On an intriguing side note: this printer carries several unusual tree-free paper lines, including one made from rocks and minerals; seed paper – ‘print it and then plant it’ – and best of all, ‘Elephant Poo Poo’ paper - www.poopoopaper.com)

Envelopes
After much online sleuthing, I located a clear envelope, with an adhesive strip on the flap that is made from plants and is compostable, unlike traditional cello sleeves which are poly, and take a much longer time to biodegrade.
www.clearbags.com
$13 per 100 > $32.50 for 250
 
Postage
250 x .44 = $110
……………..
Total: $267.50

Here is the postcard. Click on the image to see the full PDF file.

 

What are you doing to wrap up the year? Are you putting together a promotion piece or sending holiday client gifts? If so (or if not, why?), we’d love to see and hear all about it.

- Julia is the Principal of Julia Reich Design, a small creative brand strategy and graphic design firm

Sometimes Marketing is Saying "Thank You"

A couple weeks ago I received a card at my PO Box from Kate Gaffin of Beautiful Futures, a reader of Quick Tips from Marketing Mentor. I don't know Kate personally, but she took the time to write to me to thank me for my efforts. As a small token, she included a Starbucks card inside. I don't know about you, but this is not the type of mail I get every day.

So I responded to Kate to thank her for thanking me. That's when I found out she hadn't exactly handwritten that card to me. You see, she's using that new service, www.sendoutcards.com which other readers and commenters have written us about before. It seems to be catching on.

Here's what Kate wrote back to me:

I'm so glad you liked the card and I hope you had a nice Starbucks treat.

I actually sent similar cards to six other folks who have also provided such great resources to me (and thousands of others) over the years.  I was really touched by their responses and it reminded me that we just don't show appreciation enough anymore.  When we do, it's so nice to know that we might have put a smile on someone's face.

In the last month, I began sending out cards to my steady customers...just to say thanks for thinking of my company when they needed a gift for a little one in their lives. I got back dozens of emails telling me that no other company had ever thanked them for being a customer. Many orders came in as a result.

What a great marketing tool personalized cards are!  And using the system I did to send yours, it's all automated and I can send a card with just a couple of clicks in a font created from my own handwriting.  It then gets printed, stuffed, stamped and mailed for me.  And it all happens with just a couple of clicks whether sending to one person or 1,000.  This is really amazing stuff in a time of technology overkill...simplicity and personalization really makes one stand out.

Check it out here.