XML Feeds
Effective Postcards: Don't Assume Your Audience Knows What You Know
Typically, arts marketing postcards pay for themselves by boosting single ticket sales for 1 or 2 upcoming shows or exhibits. Duh. The downside of that tight focus is that if readers don't understand what the postcard is advertising, it's easier to throw it out than to figure it out. When a show or exhibit is presented within the larger context of a season brochure or a newsletter, the cover and mailing panel have the job of enticing readers. Once readers have committed, it's OK if it takes a minute or two to figure out a particular show. However, with postcards, the entire burden is on the card, so don't limit your potential audience by assuming they know what you know.
Continued in the August 29 edition of Arty Face.
Permalink