Sale
When you have brand recognition like Patagonia, this is exactly what you want to do with a postcard. It tells the customer about something of relevance, and the backside tells them how and where.
A simple, well-designed postcard can go a long way.
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Short and sweet - "Sale" - say no more.
Beautiful, exciting image portraying a climber scaling a dangerous looking cliff. Patagonia is known for it's classic design, and this postcard is *on brand*.
Offer - This is a bona fide, well-designed postcard. The image is exciting and fun, associating these qualities with the Patagonia brand. It also associates the word "Sale" with the image, implying that buying Patagonia products is a similarly fun and exciting experience. A complete creative postcard concept, well-executed. Patagonia's creative team earning their paychecks here.
• In postcard marketing, simplicity is king. If you are a consumer brand, especially one known for quality goods, creating simple, well-designed marketing efforts should be something you aspire to with effort piece of direct mail sent. Ideally you'd keep these efforts consistent across marketing channels.
• The right image can drive conversion and engagement. You could even boil this down to a formula: pick a killer image, put the word "Sale" on top in a large font, and you have a can't-miss, attention-grabbing front of your postcard.
• Consumers want to feel good, and want to associate your brand with feeling good. Don't overthink it.
Kudos to Patagonia for sending out simple, well-designed direct mail, with a strong promotion. Brands take note – this is what people want. Not a bunch of jumbled text, provisos, and complicated offers. Know your margins, and give your customers something of value when sending them direct mail.
Including the nearest store to the recipient's home address is the cherry on top.
The front said "Sale", the back is telling you exactly how good of a sale- up to 50% off. Short, sweet, and direct – as it should be. It also clearly states the dates of the sale which creates urgency.
Beautiful, exciting image portraying a climber scaling a dangerous looking cliff. Patagonia is known for it's classic design, and this postcard is *on brand*.
50% is substantial. This is what it takes to get customers to leave their house and brave the outside world in the age of same-day Amazon deliveries.
The one suggestion would be that it could be a tad clearer. If the reader goes to the store do they need to bring this postcard with them? There's no code, so it's probably just a clearance sale, but that's a distinction that would help clarify.
• In postcard marketing, simplicity is king. If you are a consumer brand, especially one known for quality goods, creating simple, well-designed marketing efforts should be something you aspire to with effort piece of direct mail sent. Ideally you'd keep these efforts consistent across marketing channels.
• The right image can drive conversion and engagement. You could even boil this down to a formula: pick a killer image, put the word "Sale" on top in a large font, and you have a can't-miss, attention-grabbing front of your postcard.
• Consumers want to feel good, and want to associate your brand with feeling good. Don't overthink it.
