New Postcard Marketing book spells out how to reduce overall marketing costs

Joy Gendusa of PostcardMania was not always the CEO of a multi-million dollar enterprise as she is today.  In 1998, while struggling to grow her business she came across a little known idea — postcard marketing. She took that idea and turned it into a niche that exploded across the nation.  Today, postcard marketing is one of the most effective and economical marketing mediums out there.  And Joy has now published a book, called The Ultimate Postcard Marketing Success Manual, telling others exactly how to use postcard marketing to increase business while reducing marketing costs. 

In her book are case studies of 12 different industries that have had success with direct mail postcards.  Here is a case study of a Pool Remodeling company that was able to reduce its overall marketing costs while gaining new business, excerpted from The Ultimate Postcard Marketing Success Manual:

Industry:

Pool Remodeling

Goal:
Reduce overall marketing expenses while increasing the number and quality of leads.

Customer:

Lightning Pools

The Campaign:

Lightning Pools started mailing out 6000 postcards per week, with a simple, straight-forward design. At the same time, they cut back on their Yellow Pages advertising because they scaled back their service area by two counties. Continuing to pay the high cost of advertising in the directories that covered those areas would be a waste.

Campaign Results:
Out of 6,000 postcards mailed each week, Lightning Pools gets 15-30 responses. This translates into .25 - .50%, a little below the .5 - 1% industry average. That illustrates a great point. Your response rate is not nearly as important as your Return on Investment.

While reducing their Yellow Pages marketing dollars by 50%, they spent just 1/3 of those advertising dollars on a direct mail postcard campaign, reducing their overall monthly advertising budget by $2,600.

Due to the increasingly targeted nature of their new promotion, Lightning Pools was able to increase their overall sales number by 53% in the first quarter they were using postcards.

By using lower cost, highly-targeted postcard mailings, Lightning Pools was able to meet both aspects of their goal — lowering their marketing costs and increasing their lead traffic.

Throughout Gendusa’s marketing career, she has stayed abreast of marketing trends and technology to help not only grow her own business, but those of her 28,000+ customers.  In an ongoing effort to educate entrepreneurs on the efficacy and economy of postcard marketing, Gendusa wrote her book to enlighten business owners of not only the best direct mail postcard marketing tips, but the common pitfalls that one can fall into when lacking proper data.

Gendusa claims some of the best marketing does not have to break the bank and that anyone can learn from her experience. In fact she lets people download the first 3 chapters of her book for free.

“I’ve gone through a lot of trial and error — and I want to make it so others don’t have to,” said Joy.

About Joy Gendusa:

Using a powerful, simple, extremely cost effective way of communicating with customers has earned Joy Gendusa Inc Magazine’s recognition as the nation’s fastest growing direct mail postcard-marketing firm with year 2007 revenues at nearly $19,000,000.  Gendusa began in 1998 with zero investment capital. Today, her Clearwater, FL firm called PostcardMania, employs over 160 people and prints 4 million and mails 2 million postcards representing more than 28,000 customers in over 350 industries each week.  Visit www.postcardmania.com or www.postcardmarketingsuccessmanual.com