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Effective Postcards: How Best to Advertise Multiple Shows or Exhibits
The first rule of developing a marketing piece is to communicate very clearly what it is and why readers should care. For arts marketing postcards, that normally means one of two main messages: "Buy subscriptions to the upcoming season" or "Buy tickets to the next show or exhibition." However, printing and mailing a postcard is expensive, so many arts organizations economize by featuring two or more shows on a single postcard. Sometimes, the end result is a muddy mess, but it is possible to do it well. The examples below illustrate the importance of framing the information in a comprehensible way for readers and, of course, the absolute necessity of a visual focal point in every layout.
Continued in the September 6 edition of Arty Face.
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