Internet Marketing with Postcards by Joy Gendusa The virtual and by ramhood17


                                              by Joy Gendusa

      The virtual and the real world – how they fit together

    Online Marketing Strategies                                        There is a lot of hullabaloo about promoting your
         These days an Internet marketing strategy plays a        Web site. In fact, building traffic to your Web site is the
    vital role in the overall marketing plan of any small busi-   subject of thousands of Web sites, e-zines, books, courses
    ness. Getting your Web site viewed is important for any       and seminars. Using the Web to promote your site,
    size business large or small.                                 however, still assumes that your customers are surfers.
         Remember: You can’t put up a terrific Web site           Even though you may be an avid Internet user, there is a
    online and hope that people will just arrive. You have to     large percentage of our population that is not as savvy
    let your prospects know, in every possible way, that your     with the Internet as we would like them to be.
    Web site is there. This has to be part of any Internet             So, what do you do about this large percentage of the
    marketing strategy you develop. This is actually a basic      population who are not Internet adept? They will only
    marketing principle. Unless you have something as             find out about you through traditional marketing and
    needed and wanted as the original and authentic “fountain     public relations media. This is particularly true if you
    of youth,” your customers are not going to look for you;      serve a fairly local market. Fortunately these are the
    you have to look for them.                                    easiest and cheapest prospects for you to reach offline.

142 America’s Car Care Business                                                                                        May 2008
Offline Marketing Strategies                                                        This is not the only medium that has problems like
     Offline Internet marketing strategies are still alive. I recently read   this. Newspapers are bulky, radio has to spell it out and
a statistic of the U.S. Postal Service that stated that consumers spend       with billboards most people are driving at the time. On
an average of 25 minutes with direct mail and 30 minutes with cata-           the other hand, if your prospect is sitting at her
logs. Yes, they may go through their mail like Speed Racer and cull           computer and a postcard comes in the mail announcing
through the mail they want and the mail they don’t want at record             your Web site, she can just turn around and type in your
velocity; but those that catch their eye and grab their attention, they       URL and she’s at your Web site.
actually read and spend time doing so.                                              Now, if someone is in the office reading a trade
     You need to tap into that market and utilize that statistic. Become      journal and comes across an article about you in the
part of that pile of mail that your prospective consumer spends time          magazine, it’s not difficult for him to copy your URL
reading. Direct mail should be a pivotal point of your online marketing       into his browser and pay your site a visit. If they are not
strategy. You need to ensure that you have a direct mail marketing            in the office, there will be a lag time in logging into
campaign to drive traffic to your Web site.                                   your Web site. Also a percentage of those journal
                                                                              readers may not write the Web address down or even
                                                                              remember to check out your site.
                                                                                    I don’t mean to say that those other avenues won’t
   You can’t put up a terrific Web site                                       drive traffic to your site, but it will take numerous
                                                                              impressions and repetition to get them to remember
   online and hope that people will just                                      your address.
   arrive. You have to let your prospects                                           On the other hand, direct mail postcards are
                                                                              generally received at the home or office where a
   know, in every possible way, that your                                     computer is present, and if received somewhere else
                                                                              they are small enough to keep with you until you can
   Web site is there.                                                         get to a computer. This way, your prospective customer
                                                                              will be able to take the postcard right over to their desk
                                                                              top computer, type in your address and go right to your
Other Marketing Avenues                                                       site. Brilliant!
    Below is a small list of some of the ways to make your Web site                 I have seen the greatest success in offline Web site
known (this list was taken directly from the Traffic Building Volume          promotion with direct mail, and specifically direct mail
of Ken Evoy’s brilliant book, Make Your Site Sell!):                          postcards. The most successful people on the Internet
 TV, print and other advertising;                                            market with direct mail to drive traffic to their site.
 Stationary and business cards;                                              The virtual world is just that—virtual. It really is not the
 Catalogs, fliers, billboards, blimps, etc.;                                 real world so if you want your virtual business to be
 Direct mail (prominently on every document);                                creditable in the real world, apply real world principles.
 Telemarketing (make it part of the script);                                 Direct mail postcard marketing will give you the
 News releases to targeted media.                                            credibility that you seek and will drive copious amounts
                                                                              of traffic to your Web site. Ah, nirvana!              ACCB
      The main principle, to which you can add all your imagination,
is: An Internet marketing strategy includes any and all means of
                                                                                 Using a powerful, simple, extremely cost effective
getting your Web site known and visited by targeted prospects. Unless
                                                                              way of communicating with customers has earned Joy
you have a high budget, the TV, radio and classified ad route is not
                                                                              Gendusa, Inc Magazine’s recognition as the nation’s
recommended but if you do run ads, be sure to mention your Web site
                                                                              fastest growing direct mail postcard-marketing firm.
everywhere. Make it part of your Internet marketing strategy.                 Gendusa began in 1998 with zero investment capital.
      Another guiding principle is that your offline Internet marketing       Today, her Clearwater, Fla. firm called PostcardMania,
activities should make it easy for your prospect to go straight to your       employs 140 people, prints four million and mails two
site. One of the best ways to market your Web site offline is direct          million postcards representing over 350 business,
mail postcards.                                                               finance and industrial clients each week.
                                                                                 For more information, visit her Web site at
What’s So Great about Postcards?                                     If you would like to interview
     If your prospect sees your Web site on a billboard as she’s driving      Joy Gendusa, CEO of PostcardMania, please e-mail
home, she probably won’t look you up when she gets to the office the          Karla Jo Helms at or by
next day.                                                                     calling 800.628.1804 x 342.

May 2008                                                                                         America’s Car Care Business 143

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