Supersize It

A little work can make a big brand-building impact with jumbo postcards.

Want to create a buzz with your next marketing campaign? Send a jumbo postcard. And I mean jumbo... think 10" x 15" or even 24" x 36"! It's fun, it's easy and it's very effective at building your brand.

First, you need to find a stunning image for the front of the postcard. It could be an image of your building, a fun photograph of your uniformed staff, or your logo. Just make sure it's immediately identifiable with your restaurant.

Make sure the image is high quality and full color to grab the recipient's attention. I recommend working with your printer or graphic designer to make sure the image will look really good when enlarged.

Next, craft a simple message for the back that's short and to the point. The postcards are perfect for promoting recurring events and/or specials, such as "Build Your Own Burger" night, Sunday brunches, weeknight specials, or "Live Music Mondays." You could also use them for to-go menus; birthday or anniversary club cards; mini menus for a local business mailing; or promo pieces for lobbies of local hotels and motels or chamber of commerce packets.

Jumbo postcards can be cost effective because they can be multi-purpose. By printing several thousand at once you'll get a big price break. You can print the second side as you need them. One hint: don't choose a high gloss finish when you pre-print your postcards. It makes feeding through copiers and presses nearly impossible.

Address and mail the cards to your guest database, and businesses in your trading area — typically within a 5 mile radius/15 minute drive time. This is one unsolicited piece of mail that won't get tossed. When you send the jumbo postcard to an address where the recipient can share this unusual mailing with other people, you'll elicit the "You've got to see this!" response... which is exactly what you want.

The post office will deliver postcards in all sizes. Check our Jumbo Postcard guidelines for dimensions, materials and postage requirements. There's also a photo that shows a great jumbo postcard design.

Bill Main, FMP, FCSI, is a nationally-recognized author, foodservice consultant, and professional speaker. His goal is to help you define who you are, where you want to go, and the best way to get there. Bill Main & Associates (www.billmain.com) offers a wide range of consulting services, resources and tools in the areas of strategic growth, marketing, menu, leadership, training, and management development.