Today when I was at Panifico on Charles Street waiting for my take-out order, I had a conversation with a real estate broker that has been running a one man real estate office on Beacon Hill for about 20 years. Our conversation was about Boston condo sales and apartments rentals and it went something like this:
Beacon Hill Broker: John, have you noticed that post card ads are not as powerful as they once were.
Me: Ahh… yeah.
Beacon Hill Broker: Just curious, do you still still do mailings?
Me: Not really. I do most of my advertising on the internet now.
Beacon Hill Broker: Really? You know I have a Boston real estate website. But to tell you the truth I would rather mail out post cards. I still think the old way is still better.
After our brief conversation ended I was doing some research to see how effective post card real estate mailings are in the age on the internet, I came across this true story
Advertising is a funny business…
This is a true story. Some years ago a client engaged a consultant to help with a small postal mailing to the purchasing departments of blue chip corporations. The consultant sourced the list (which was provided on MSExcel) and drafted the letter. Thereafter the client was keen to take control of the project, ie., to run the mail-merge and the fulfillment (basically printing, envelope-stuffing and mailing).
The consultant discovered some weeks later that a junior member of the client’s marketing department had sorted the list (changed the order of the listed organisations in the spreadsheet), but had sorted the company name column only, instead of all columns, with the result that every letter (about 500) was addressed and sent to a blue chip corporation at another entirely different corporation’s address.
Interestingly the mailing produced a particularly high response, which when investigated seemed to stem from the fact that an unusually high percentage of letters were opened and read, due apparently to the irresistible temptation of reading another corporation’s mail…