Description

They have the right idea with a big headline, simple selling points, and an offer no one will miss. The messaging within each of those buckets could use some adjusting (see more in copywriting section). They are also lacking a strong call to action. No one should have to flip to the backside to see more details. Give the readers all the info they need on the front to take action.

***

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Copywriting

We get that staying in the car during your oil change is something that Valvoline allows you to do: "Service you can see", "Stay-In-You-Car Service". Is that really the strongest selling point they have though? Do people even like staying in their hot car during an oil change?

The perks of "18-Point Inspection" and "270 Hours of Certified Training" are lacking context and relevance. What is an 18 point inspection and who cares? Is the 270hrs of training for each mechanic? As a team?

It would benefit Valvoline to stop thinking through the lens of a mechanic shop and instead through the eyes of their customer. Customers of almost anything want to save money, time, and effort.

The headline could say, "Hey {name}, get your 15 minute oil change this week and save $15". Then a bullet points could say, "No appointment needed", "money back guaranteed if you are not in-out in 15 minutes", "4.8/5 rating by X customers".

Design

Compared to Valvoline's other campaign with the invisible car, this design is much better. Big headline, three big pros of taking your car to them, and a highlighted offer that no one will miss. That's not a bad foundation for postcard. The points they are selling could definitely be changed– more on that in the copy section. Also, the details of the offer are a bit hard to read. They should've had the white font in a bigger text and included a call to action and expiration date. A big QR code taking the reader to their specialized discount code and next steps would have probably increased conversion rate.

Last, no one enjoys reading in all caps. If you want to have your headline OR offer in all caps, fine. Not the whole card though.

Offer

$15 off an oil change is not a bad deal. It's not tremendous, but if marketed right it will drive traffic into the locations. This offer could have been marketed a lot better. Including the closest location to the recipient and a expiration date would have taken this to the next level: "Visit our X location 1.3 miles from you before Y date to get $15 off!".

Key Takeaways
  • Market through the eyes of your target audience. Your average car owner doesn't car about an 18-point inspection. They probably don't want to stay in their hot car during an oil change either. Sell the time, money, and effort they will save.
  • This has a big bold offer, but no call to action. Don't leave the call to action for the backside. Include it on the front and you eliminate a step for the reader to take action.
Description

The size and similicity of the offer are great. No one will miss that. They could have saved some space by not using the calendar format for hours. Also, the headline and headline two are not adding any value, context, or urgency to this promotion. That's a dropped ball for the copywriting team at Valvoline.

Copywriting

Not the strongest messaging for a headline. How is it better? Are they using better oil? Changing filters for free? Do they have an incredible customer reviews? Answers to these questions should be somewhere in the copy if you are selling the quality of your oil change.

Again, who really cares to stay in their car during an oil change? That is a weak selling point. Instead of dissing your competition, include average customer review and a testimonial. That would work better than saying "we are a better overall value than our competition".

Design

Compared to Valvoline's other campaign with the invisible car, this design is much better. Big headline, three big pros of taking your car to them, and a highlighted offer that no one will miss. That's not a bad foundation for postcard. The points they are selling could definitely be changed– more on that in the copy section. Also, the details of the offer are a bit hard to read. They should've had the white font in a bigger text and included a call to action and expiration date. A big QR code taking the reader to their specialized discount code and next steps would have probably increased conversion rate.

Last, no one enjoys reading in all caps. If you want to have your headline OR offer in all caps, fine. Not the whole card though.

Offer

The offer is massive, centered, and clear. Perfect. They do have an expiration date, but that could be a lot bigger.

Key Takeaways
  • Market through the eyes of your target audience. Your average car owner doesn't car about an 18-point inspection. They probably don't want to stay in their hot car during an oil change either. Sell the time, money, and effort they will save.
  • This has a big bold offer, but no call to action. Don't leave the call to action for the backside. Include it on the front and you eliminate a step for the reader to take action.
Copywriting:
C-
Design:
B-
Offer:
B-
Final Grade:
C+
Copywriting:
C-
Design:
B-
Offer:
B
Final Grade:
C+
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