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You Don't Have To Mail Them by Martha Retallick

A couple of weekends ago, I stopped by one of my favorite places in Tucson, Ordinary Bike Shop. While I was there, I had the privilege of participating in a unique product demonstration.

The demonstrator was Paul Freedman from Fossil Fool in San Francisco. He was in Tucson to introduce his bicycle lighting system to the local shops.

Now, being a longtime cyclist, and one who doesn't mind riding at night, I am interested in anything that makes my after-dark excursions safer. Believe me, unless you're lit up like a Christmas tree, drivers just won't see you out there!

To show off his neon-style Down Low Glow lights, Paul pitched a tent right in the middle of the shop, and invited me and two of Ordinary's bike mechanics in for a look. Let me tell you, those lights were bright! I was quite impressed. So were the mechanics.

Speaking as a former bike mechanic, and one who still does all of her own repair and maintenance work, if you've impressed us, you really have a good product.

Paul also had another nifty tool in his marketing repertoire. He handed me a postcard with a photo of BMX Flatland Pro Peter Brandt on the front. Brandt is shown sweeping his rear wheel past the camera with the Down Low Glow.

The back of the card has two more nighttime photos of the Down Low Glow, and it summarizes the lighting system's features and benefits. It also includes an invitation to buy online at:

http://www.fossilfool.com

Now, that's a lot of information for the back of a 4.25 x 6" postcard. Indeed, this card layout had no room for an outgoing or a return address. Is this an act of postcard marketing heresy?

Absolutely not!

Paul, being the enthusiastic guy that he is, gives these cards to people he meets. He's using his postcard as a full-color mini advertisement for his business. Or you could call it a business card on steroids.

And he's doing his postcard marketing without putting the cards in the mail.

I've visited Ordinary Bike Shop since the tent demo, and have seen the Down Low Glow postcard on the employee bulletin board beneath the shop's time clock. In any bike shop, that spot is a real place of honor!

So, kudos to Paul Freedman for effective postcard marketing.

You can earn kudos for your postcard marketing when you use the Postcard Marketing Secrets manual.

Martha Retallick, "The Passionate Postcarder," hails from Tucson, Arizona, USA. She is the author of Postcard Marketing Secrets, a downloadable PDF manual will show you how to put postcards to work for your business—profitably. Learn more about it at: http://www.PostcardMarketingSecrets.com