Choosing Marketing Materials: Postcards vs Rack Cards
When you are preparing physical marketing materials for a local campaign, the format you choose determines how your audience interacts with your message. Two of the most effective handheld marketing tools are standard Postcards and tall Rack Cards. Understanding their distinct purposes will drastically improve your return on investment.
The Power of the Postcard
Postcards are the undisputed kings of the direct mail industry.
- The Size: They are standard mailers, typically printed in 4×6 or 5×7 formats. This size makes them incredibly easy to hand out on the street or mail directly to consumers.
- The Strategy: They are designed to deliver a quick, punchy message and a strong call to action directly into a customer’s hands or mailbox.
The Strategy Behind Rack Cards
Rack cards are built for a completely different environment.
- The Format: They are tall and narrow, typically measuring 4×9 inches. They are specifically designed to fit perfectly in standard acrylic display racks.
- The Application: These are meant to catch the eye of someone walking by a crowded display stand in a lobby or waiting room.
The Raven32 Recommendation
Never try to force a postcard into a display rack, as it will flop over and look unprofessional. As printing and promotional experts, we strongly advise that you use rack cards if you are partnering with local hotels, rest stops, or tourist centers to display your info. We can print your rack cards on ultra-thick 16pt cardstock so they stand tall and proud all year long. Contact us today to print your local marketing collateral.