A month or so ago I received a promotional postcard through the post. You know the kind, sent in bulk via the Post Office. Mass distribution stuff. Sent from a local dental practice. Below is a photo of the address label:
The postcard was addressed to The Tooth Lover in Chester Springs, PA 19425. The ‘tooth lover’? The image of a ‘tooth lover’ struck me as weird, possibly very wrong and at the very least clumsy. I appreciate the dental practice’s attempt to connect with its audience via the label, but its choice of wording was not ideal to say the least.
So, what possible alternatives might be better? Well, I am not sure that a cutesy mailing label was the right approach in the first place. That sort of approach is trying to personalise what is essentially unsolicited direct mail marketing. The cutesy approach of the mailing label creates a disconnect between DM marketing and the perception of the DM by the general public. Why not let the professional look/feel of the marketing postcard make the connection with the recipient?
Want more?
For more of our thoughts on marketing and taglines, consider The power of a good tagline, Super Duper Souper and I’m a sucker for you.
(So, as to spare the blushes of the dental practice, I did not include photos of the postcard itself. I am sure that our readers will understand and appreciate this.)
This was meant for the tooth fairy.