Choose Quality

Description

In the postcard business, most tech companies either nail their campaign or totally miss the mark. This campaign unfortunately falls into the ladder category. The headline is basic and weak with no supporting text or evidence. The logo is taking up space that could be used for a few supporting bullet points or an offer. Also, there is no call to action, urgency, or incentive that would make a reader want to flip this card over.

***

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Copywriting

Not much to analyze here. Typically we like simplicity, but their headline is "Choose Quality" and there are no points to support that on the front. It's very basic and dry. Unless someone is actively looking for an HR service they will pay no attention to this postcard.

Design

We assume IRM is targeting business owners here. The front design really doesn't tell the reader anything about IRM besides they are quality (maybe?). There are no call to actions or incentives that would make a reader want to flip this card over and read the back. That's an issue because now the only people reading into your card are the ones that are actively looking for your service/product. It's difficult to steal a competitor's clients or sell to customers on the edge without including offers/incentives and urgency.

Offer

N/A

Key Takeaways
  • We understand this cards audience is probably business owners or CIO/CTOs that care about what HR system they are using. So maybe the design doesn't have to be elegant, but there still has to be some level of incentives/offers, urgency, an overall call to action. This card is missing that entire element.
  • The headline is the first thing a reader typically sees. You want to make it memorable, but also help the reader understand what you do and why they should care. "Choose Quality" doesn't do that.
Description

The front didn't explain anything about the company, and the back overexplained. Again, unless the reader is actively looking an HR service no one will take time to read through all of this. That's an issue because you limit yourself to a small slice of the market share instead of going after business owners who are unhappy with their current service or owners who could be persuaded to change their HR service provider with the right offer (no offer included in this card).

The call to action highlighted in a blue box to the right but doesn't give the reader clear steps moving forward. They could have added "Call now to get a quote" or "talk to a representative today to see if IRM is the right fit for you".

Copywriting

The technical headline here reinforces our guess that IRM is targeting business owners or CTO/CIOs which is totally fine. The bullet points below however are too much. They could probably filter that list into half the bullet points that actually matter. For example, under "Error-Free Payroll" do they really need to list time & attendance, streamlined processing (how?), and custom reporting (a feature almost all HR platforms have).

They chose the strategy of listing as many features as they could (quality or not), to build credibility with the reader. They would be better served shrinking the list down and focusing on the most valuable points (recruiting - reduce turnover - fill your positions the right way the first time, Hr professionals for a fraction of the cost, employee benefits/retirment plans)

Design

We assume IRM is targeting business owners here. The front design really doesn't tell the reader anything about IRM besides they are quality (maybe?). There are no call to actions or incentives that would make a reader want to flip this card over and read the back. That's an issue because now the only people reading into your card are the ones that are actively looking for your service/product. It's difficult to steal a competitor's clients or sell to customers on the edge without including offers/incentives and urgency.

Offer

NA

Key Takeaways
  • We understand this cards audience is probably business owners or CIO/CTOs that care about what HR system they are using. So maybe the design doesn't have to be elegant, but there still has to be some level of incentives/offers, urgency, an overall call to action. This card is missing that entire element.
  • The headline is the first thing a reader typically sees. You want to make it memorable, but also help the reader understand what you do and why they should care. "Choose Quality" doesn't do that.
Copywriting:
C
Design:
C
Offer:
NA
Final Grade:
C
Copywriting:
C
Design:
C-
Offer:
NA
Final Grade:
C
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