San Francisco's own band, the Crow Eaters, play in the neighborhood often, and we go whenever we can. When we heard they were in the process of finishing the recording of their latest album we leapt at the chance to design the packaging. We asked if they had any marketing plans in place and when we discovered that they did not, we decided to fold that into our proposal.
They have a huge mailing list, and though email marketing can be quite effective on its own, we felt that that channel can be overly crowded.
Our solution was a concurrent multi-phase mailing campaign designed to generate interest ahead of the release, and create more brand awareness. Starting as a teaser, the serial mailing of a set of postcards, to send to industry players and media outlets, one at a time, created messages that could not be pushed aside as easily as email, and would literally pile up on desks, acting as a constant reminder.
A postcard can still be an effective marketing tool. Ten of them are even better.