Keith Goodman, VP of Corporate Sales and Marketing
When visiting a new website, users seldom pay attention to banner ads that pop up on the screen. Even when they sign up for email subscriptions, most marketing messages remain unopened in the ‘promotions’ section, lost among notifications from a thousand other brands. Now, the question that has most brands stumped is: “how do we engage consumers beyond the conventional digital tactics and ensure their return to our website?”
Modern Postcard, an old company with new ideas, answers the question by combining direct mail and digital marketing tactics. “Unlike conventional pop-ups and banner ads that consumers skip over and forget, our unique approach of blending digital messages with physical postcards grabs the consumers’ attention and imprints our clients’ brand in their minds,” says Keith Goodman, VP of Corporate Sales and Marketing, Modern Postcard. Instead of digital ads that have become background noise for modern consumers, the company grabs attention with engaging postcards. If a brand is having a sale, Modern Postcard will send out personalized postcards to customers with the standard texts, emails, and other digital ads.
As a go-to marketing services provider, Modern Postcard assists large and small organizations, with clientele ranging from millions of customers and prospects to just a few hundred. Modern Postcard started in the late 70s as a photography and printing service provider for real estate businesses. But when the real estate sector hit economic stagnation in the early 80s, the company pivoted to high-quality postcard printing. Subsequently, as technology gained mainstream focus in the marketing world, Modern Postcard also evolved, bringing in data scientists and marketing experts. It wasn’t long before the company positioned itself as a full-suite marketing services provider, leveraging its high-quality postcard printing and mailing services capabilities and enhancing its clients’ digital marketing reach and engagement.
Direct mail is nothing new, but Modern Postcard has revolutionized it by applying big data and advanced analytics to traditional mailing. The company leverages its partnership with third party vendors that collect consumer data to build its comprehensive audience databases. Using advanced data analytics, Modern Postcard enables comparison between its clients’ existing audience and the generated databases to identify prospects and target them for digital and direct mail marketing campaigns. The data analytics capabilities also allow brands to determine the channels generating the most response and prioritize those for future opportunities. In addition, the company empowers clients to track the effectiveness of their marketing campaigns and measure the ROI of their marketing endeavors through an intuitive dashboard.
Unlike conventional pop-ups and banner ads that consumers skip over and forget, our unique approach of blending digital messages with physical postcards grabs the consumers’ attention and imprints our clients’ brand in their minds
The success story of an up-and coming food delivery startup best exemplifies the competencies of Modern Postcard. Initially, the startup conducted numerous marketing and advertising campaigns through social media platforms and email. Unhappy with the results, the client turned to Modern Postcard. The company started by assessing the client’s existing audience based on their age, income, and other demographics. The results revealed that working parents with an average of 1-2 kids were ordering food in larger quantities than younger professionals. Once Modern Postcard recognized the audience profile, the startup was able to precisely target users with both digital and direct mail marketing tactics. This enabled the client to significantly improve revenue and expand its presence on a global scale.
More businesses are looking to partner with Modern Postcard and boost their customer response rates with its reliability and agility. Keith Goodman concludes, “Modern Postcard’s customers are seeing a significant increase in response and profitability using our integrated approach to marketing as we continue to carve a new path in the industry for other ‘marketing revolutionaries’ to follow.”