With all of the new, shiny bells and whistles, I’ve noticed that we are all guilty of getting hung up on the power that technology now lends us.  I know I’m guilty of this.  I’ll bet you might be too.

It seems that recently, marketers are especially prone to getting stuck on the tools.  Stuck.  The demands of the career are high and tools make things faster, easier and sometimes more effective.  I get that.  Heck, I live it every day.

But sometimes, there are opportunities to be effective without the high-tech gizmos.  Right?

Case in Point

Grove City is a southern/southwestern suburb of Columbus.  In the last six years, city officials have been focused on reinvigorating the community as a destination for fun, family values and convenience to Columbus.

What’s the ultimate goal?  To raise awareness and attract interest from potential families who might be moving near the Columbus area for work (or otherwise), and to take advantage of the benefits of living in Columbus’s nearest suburb and the family values-driven Midwest lifestyle.

Here’s one of the ways they are spreading that message:

Viral Marketing – Effectively Low-Tech

What you’re looking at is a set of three postcards.  I found these prominently located in the lobby of the La Qunita Inn, which is one of the many hotels located off of Stringtown Road on Grove City’s north side.

These post cards are made available to any guests staying in the hotel at no cost.  The photography is good and the message is limited, making the card usable.  If my Maka were still here today and visited the hotel, I know that she would have picked up all three.

Why This Is a Good Idea

There’s a laundry list of why this very inexpensive campaign caught my attention.  Here’s my take:

• Good clean design
  These cards are well-produced.  While I don’t know the firm who did the work, if you happen to be reading, kudos!  The photography is solid and attractive; the copy is concise and to-the-point.  Notice that both online and offline conversion points are located at the very top of the messaging.  Win!  The only improvement I suggest would be developing a stronger call to action.  Other than that, it’s effective.
• Good location per the target audience
  La Quinta Inn is located where a huge majority of Columbus city visitors make their stay, as Grove City hotels are far less expensive than downtown lodging.  What’s more is that many folks who stay in Grove City come for the many events that the community has to offer, including annual car shows, the coveted alumni softball tournament, horse racing, and the new Pinnacle Golf Club (which is one of the most challenging courses in central Ohio).  Aside from that, Stringtown Road is no more than ten minutes from downtown Columbus.
  
• Showing off Grove City’s niche attractions
  Like I mentioned, the last six years have been a period of major developments for Grove City.  One of the highlights of this community is the park system, which rivals any other suburb of Columbus.  Grove City knows this.  They’ve invested significant dollars in the park system and take tremendous pride in the work they’ve done.  One of the highlights (which is actually featured on the front side of the flipped card) is the Grove City Skate Park.  More than twice the size of any other suburban skate attraction, this park reigns supreme as one of the best in the state of Ohio.  It’s worth talking about and these cards make that message much easier to spread.
  
• Tapping into the social graph
  We all have deep personal relationships with family, friends and even coworkers.  My Maka was never on the internet, but she always used postcards to keep in touch with her loved ones.  My friend, Jack Windsor, can tell you about the difference a personal, handwritten note can make.  Now, consider the volume of people who may visit hotels in Grove City, Ohio each year.  Even if a small percentage of them send one or two cards, how many people could potentially be reached by those messages?
  
• More meaningful than Facebook
  Let me ask you this: in all the messages you receive on Facebook, Twitter and even LinkedIn, do some messages get lost?  Maybe a few here or there, right?  But, if someone you know takes the time to write you a postcard and sends it in the mail, do you read it?  Probably.  What’s more is that you may even take that card and display it on your desk, kitchen counter or on your home bulletin board.  Postcards are often kept as keepsake memories for years.
• Free to you
  This point is important.  By making these cards available for free, the folks in Grove City have eliminated many barriers to adoption.  You don’t have to pay to use their viral marketing tactic (outside the cost of a stamp).  How could Grove City take it up a notch?  Simple.  For a small additional investment, make these postcards available with paid postage included.

That’s why I think this is an effective low-tech viral campaign.

What do you think?  Anything you would change or add?  Can you use this thinking in your own marketing?  How?

nateriggs

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