The Beach is Calling

Description

We have reviewed one of these before. This promotion is better than the last because the imagery is on brand/target. The copy and overall design could still use a lot of work. Instead of having a generic headline like "The beach is calling" have a clear, targeted line like: "Hi {name}, did you enjoy your last stay with us in X location? Come back and use 123 promo code to save 15% at our beautiful Cannon Beach location!". Then instead of having any other copy on the front you could just include a QR code that leads them to a booking page.

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One of the most fascinating things about postcard marketing is that they don't have to be perfect to convert. However, most postcards could always be better (this is one of them).

Interested to hear how we’d perfect this postcard for maximum engagement? Message Scout today.

Copywriting

The simplicity is nice, especially considering that there is no need to explain what they do as this is a win back promotion.

However, there is no creativity in this headline. Is it really going to make people want to read further? The "Come back and visit.." line is appealing, but would be a lot better if it was personalized. Maybe:

"Hi {name}, did you enjoy your last stay with us in X location? Come back and use 123 promo code to save 15% at our beautiful Cannon Beach location!".

Design

The imaging is on brand. Not sure how there are no ripples under that jumping person though...

Some of the copy is hard to read. Basically everything in white font is readable, but only if you are really looking for it. The goal is to make it as easy as possible for the reader to get excited and take action. Make the offer on the front (give the actual percentage off or savings) and then include a call to action.

This would look a lot better without the oversized logo blocking some of the sunset.

Offer

The offer line is way too small and doesn't give any specifics. There should also be a clear expiration date.

Key Takeaways
  • The headline should be unique, simple, and evoke emotion in the reader
  • Offers are the second most important aspect of a card after the headline. Make sure the reader can see them without looking for them.
  • All postcard are more effective with aspects of personalization, but personalization on win-backs is a game changer because instead of having to build trust from scratch, you are building on a current relationship.

Description

We have a promo code, a bad image of presumably nice place, and number to call, but nothing to drive action! What if the reader is interested to stay, but doesn't have time to call someone and wait for them to send over an email or link to the images? There should be a QR Code that allows the readers quickly look through each property.

This card makes it very difficult for the reader to take the next steps.

Copywriting

There's a lot of words here and none of them are that great.

The headline here doesn't make a lot of sense. Who else is making your memories? Headline two with the offer is informational. If you take that route just make sure you lay out the next steps exactly: "Scan this QR code to schedule before {exp. date}".

Design

The imaging is on brand. Not sure how there are no ripples under that jumping person though...

Some of the copy is hard to read. Basically everything in white font is readable, but only if you are really looking for it. The goal is to make it as easy as possible for the reader to get excited and take action. Make the offer on the front (give the actual percentage off or savings) and then include a call to action.

This would look a lot better without the oversized logo blocking some of the sunset.

Offer

The have a unique promo code for the Oregon locations which is nifty because they can track their postcard conversation rate. If the price of the rooms are high, they could also consider advertising the dollar amount off instead of a percentage. We would also suggest bolding or highlighting the promo code as well as an expiration date.

Key Takeaways
  • The headline should be unique, simple, and evoke emotion in the reader
  • Offers are the second most important aspect of a card after the headline. Make sure the reader can see them without looking for them.
  • All postcard are more effective with aspects of personalization, but personalization on win-backs is a game changer because instead of having to build trust from scratch, you are building on a current relationship.

Copywriting:
C
Design:
C+
Offer:
D
Final Grade:
C-
Copywriting:
C-
Design:
D+
Offer:
C
Final Grade:
C-
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