The above souvenir postcard is from the Classical Gardens of Suzhou, China, which is a United Nations World Heritage site. But take a closer look. It's not just a postcard.
The detachable yellow portion is an admission ticket.
The Chinese tourism bureau is a savvy marketing and branding machine.
Not only are they giving you a stylish souvenir for your vacation album, which will no doubt be shared with countless family and friends, but they are also making it easy for you -- tempting even -- to suggest this location to the next potential tourist.
Postcards are the ultimate promotional printing vehicle because people keep them FOREVER. Take a look at the collectible postcard listings on eBay. The most fascinating aspect is the desirability of advertising postcards -- ones that make no effort to camouflage themselves as collectible souvenirs.
Who would ever have imagined that a Texaco oil change postcard would last for almost 60 YEARS?!
A good advertising postcard only needs two elements:
1. An uncluttered, attractive image; and
2. A Call To Action.
The Chinese tourist postcard screams COME VISIT ME! And if it is sent from a friend, it has more word-of-mouth power than a billion brochures. The Texaco card, in a funny cartoon, reminds people they need to take care of their cars in the cold weather.
Using either a funny image or a gorgeous tourist picture (if your town or city has even a semi-famous attraction) can guarantee that your promotional postcard doesn't immediately wind up in the trash.
And using the Chinese garden model, if you attach a ticket/coupon, or include a discount offer printed on the back, you have your Call To Action.
These same principles apply to pocket folders and mini pocket folders used to give your customers information or their receipts. Give people a reason to keep your promotional business printing and they WILL keep it and they WILL think of you the next time they need your goods or services.
Now, back to the Texaco card, does anyone out there manufacture sweaters for cars? Seems like another golden business opportunity!