Well, what do you think of this piece of trash?
Yeah, you read that right, this is rubbish.
Isn't it easy to see all of the things that are wrong with this?
What?!? You actually don't think this is a bad piece, and you can't figure out how it ended up in my dubious, "Bad Photoshop/Bad Design Category".
To be honest, I don't have a problem with the way that it looks either, in fact, I like the design! But it still doesn't change the fact that it's rubbish...at least to me. The problem with this piece isn't with the design, it's with generic and wasteful, "Let's target everyone and hope it works" marketing approach to attracting customers.
Let's look at this from a cost perspective: this 6" x 11" full color, double-sided postcard with postage probably ran the client $.50 - .$.75 to send to me. Not too bad, right?
Well, the problem is that while I have heard of the 4 singers on the back of the postcard I barely have heard of, and I don't have a chance of naming any of their songs. I don't like country music*, I've never liked country music, and I am not about to listen to music I can't stand just for the minuscule chance I'll actually win the $25,000.
Why did I get this postcard if I can't stand country music?
How many other people in Phoenix that dislike country music got this postcard?
How much money did this radio station waste on targeting the wrong people?
I don't mean to go harsh on country music, the radio station or the designer, BUT the marketing expert or firm that recommended that the station just buy a generic list in Phoenix and send out as many postcards as they can afford should be asked, "What the heck were you thinking?"
This type of irrelevant, non-specific, interruption marketing is outdated and offers a very low return on investment. Again, it makes me wonder why the marketing "expert" here:
- Work with local music stores to find out who's buying country music?
- Target folks at monster truck rallies, Phoenix International Raceway, bars that play country music and other events that people are more likely to listen to country music?**
- Target clothing stores that sell cowboy boots and country styled apparel?
The point is, if you as a freelancer are sending out direct mail like this to bring in new business/clients, you need to work to define and hone down your list. Unless you want to dump a load of cash down the sink, put as much time and energy into developing a good list as you do your design - you'll be glad you did. Savvy marketers will tell you the piece (your postcard) is only as good as the list it's sent out to.
* If you do like country music, that's cool...please don't be offended. I am certain I've got some music tastes that would make fall over laughing.
** No, not everyone that goes to these events listens to country music, but the folks going there in Phoenix are more likely to listen to country music than those going to the opera.