It’s probably safe to say that the travel postcard industry isn’t booming right now. I have no facts to back this up, but in an age where it’s so easy to snap a picture with my camera phone and send it to all of my friends, I just don’t think postcard sales are through the roof right now. So what can postcards do to stay relevant today?
The way I see it, travel postcards have two ways to stay relevant:
- Sell inexpensive photographs that ordinary people can’t take by themselves.
- Sell something novel that’s worth paying a premium for.
I Smell a New Idea
Travel postcard printers should start selling scratch n’ sniff postcards. Think about the possibilities:
- Dear Mom, I’m in Hawaii right now. The fresh pineapple is fantastic. Just scratch and sniff the pineapple on the front of this postcard and you’ll be able to smell for yourself.
- Dear Dad, you’d love it in Chicago. The deep-dish pizza is incredible. Smell for yourself by scratching and sniffing the picture of the pizza on the front of this postcard.
- Dear Tommy, India is fantastic. The smell of curry is everywhere, and you know how much I love curry. Scratch and sniff the bowl of spices on the front of this card and you’ll get the idea of what I’m experiencing every day.
Add This to Your To-Do List
Are there ways in which you can spice up your long-standing product lines in new ways? Are there ways to bring the other senses into your product offerings? Maybe you can add noise to something that has never made noise – just like Hallmark’s new line of singing greeting cards. Maybe you can add a new flavor. It’s okay to think of some silly ideas because silly can be novel, and novel sells. What smells would you send from your travels?
There’s never a lack of ideas.
A special thanks to my colleagues in the greater IES Abroad Marketing department for sparking this creative idea.