Most artists have postcards printed from time to time, but very few consider a postcard strategy.
Where do postcards fit in your marketing plan?
Think about adding postcards to your regular self-promotion efforts. Email, Facebook, and Twitter are great, but you should mix things up a bit. Get offline from time to time and interact in the real world—especially when it comes to your marketing. Send postcards to your mailing list three to four times a year.
Postcards are relatively inexpensive to print and mail. Yes, postcard mailings still cost money, but they’re cheaper and more personal than buying an ad. Postcards are real mail sent to real people who know and like you. They have an image of your art on the front (hopefully with your name there, too) and are likely to stick around longer than email in an inbox.
“What if I don’t have anything to say on a postcard?”
Ha! That’s a cop-out. There are endless reasons to send postcards—as if staying in touch isn’t reason enough. Here are some ideas to get you started.
This one is easy. Send postcards as invitations for exhibit openings and closings, sales, arts festivals you’re participating in, open studios, tours you’re leading, and workshops and classes you’re teaching.
Mail postcards trumpeting awards you’ve received, a recent acquisition by a corporation (get permission), completion of a public art piece, new gallery representation, new studio, new address, new baby, new book, new pet, or new you.
It’s easy to send postcards for the usual holidays, but you’re more creative than that! Don’t forget your favorite artist’s birthday, your birthday, a holiday related to your niche, and Happy July 23rd! (I’ll bet nobody else gets Happy July 23rd greetings unless it’s their birthday.)
FINAL WORD: Don’t wait for something big to happen to send postcards. Send them three or four times a year as part of a marketing strategy to keep your name in front of your fans. Get out the calendar and see what makes sense. If you need to get straight with your plan, take a look at the Blast Off class. Grab the lessons online at your convenience beginning May 19.
There’s more about using snail mail in Action 9 of I’d Rather Be in the Studio!