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USPS Goes Mobile - 2014 Promotions Tom Foti US Postal Service New Products & Innovations
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  • 1.USPS Goes Mobile - 2014 Promotions Tom Foti US Postal Service New Products & Innovations

2. 80% look at their mail daily as a valuable news source Mail is still highly valued 75% like to see whats in the mail 63% of mail is kept at least 2 days Source: USPS 2011-2012 Mail Moment Survey 3. Mail is Relevant 3 79% sort the mail at the first opportunity 72% would like to receive more personal mail 67% scan the mail looking for important/interesting mail Youth Attitudes Source: USPS 2011-2012 Mail Moment Survey 4. Mail is More Real to the Brain 4 Benefits of Direct Mail Engages emotional processing centers Leaves deeper footprint in brain Direct mail provides a tactile response that stimulates the senses, creating more positive brand associations and lasting memorybut we can do more. Source: Millward Brown, 2009 5. Changing Marketplace PC shipments down nearly 14% in Q1 2013 -- IDC, Jan 2013 Mobile Commerce on the Rise 1.2 billion smartphone and tablet sales predicted worldwide for 2013 --Gartner, Nov. 2012 Mobile commerce sales increased 81% in 2012, to nearly $25 billion and expected to reach $38B in 2013 --eMarketer, Jan. 2013 By 2017, 77.1% of digital buyers in the U.S. will purchase via smartphone or tablet --eMarketer, Apr. 2013 5 Mobile Purchasing on the Rise 6. Mail as a Platform for Mobile Purchases 6 Mail and Mobile: An Optimum Connection Leverage existing consumer behavior with mail Provides a jumping off point to digital It becomes more than what is printed on the mailpiece Additional content Enhanced and unique experiences Better engagement 7. Keys for Successful Mail on Mobile 7 Mobile-on-Mail campaigns require a call to action, mobile technology to capture the offer, and a resulting consumer action. Call to action on mailpiece Capture via mobile device Redeem on mobile device 8. Technology Enabling New Mail Experiences Sample Technologies NFC Link NFC enabled mobile device Mobile Barcode Barcodes containing links, video, coupons, etc. Image Recognition Identifies digital watermarks and printed images Augmented Reality Interactive 3-D experience 8 These technologies are widely available and affordable in the marketplace. 9. USPS Promotes mail innovations Enhanced mailpiece Greater response rate Increased ROI USPS Strategy To Drive Mail Value & Relevancy 9 10. Past Mail Promotions 10 July-Aug 2011 July-Aug 2012 Nov 2012 2013 2011 Mobile Barcode Promotion 2012 Mobile Commerce and Personalization Promotion 2012 Holiday Mobile Shopping Promotion 2013 Promotional Calendar Program Learnings and Growth: Mailers need time to prepare Increasing emphasis on best practices Encourage different uses of mobile technology integration Encourage mailers to try new things 10 11. 2013 Promotional Calendar 11 12. 2013 Promotions Calendar 12 13. 13 March 1- April 30 550 customers participated Over 60,500 mailings 2.6 B mailpieces received discount Over $11.4 M in discounts Nearly 20% of Standard Mail volume participated in promotion Majority of customers participated with Click-to-Call technology Preliminary Promotion Results Direct Mail Mobile Coupon & Click-to-Call 14. 14 Promotion Period: March 1- April 30 35% Response Rate 80% used the Click To Call component 13% had never used mobile barcodes 50% of respondents measured barcode responses 48% had improved image of Postal Service Promotion Survey Results Direct Mail Mobile Coupon & Click-to-Call 15. 2013 Promotions Calendar 15 16. 2013 Promotions Calendar 16 17. 1717 Catalog -Augmented Reality Instructions in the catalog to download the Ikea app. Directional copy in the catalog which says Scan this page with your mobile device to see more. With app on your mobile device you scan the pages with the image and create augmented reality experience. 18. 2013 Promotions Calendar 18 19. 19 Mobile Buy It Now 20. 20 Email: [email protected] Web: https://ribbs.usps.gov/index.cfm?page=mobilebarcode (Recorded webinar available) Promotion Registration: https://gateway.usps.com/bcg/login.htm Promotion Registration Dates: September 15 December 31, 2013 Promotion Dates: November 1 December 31, 2013 Mobile Buy It Now Promotion 21. 2014 Promotions 22. Future of Mail 22 23. 23 Objectives Mobile Technology Integration Build upon previous promotions and continue strategy to encourage mailers to integrate direct mail with mobile technology Technology Drives Relevance Leverage the value of innovative direct mail techniques that are effective but less widely used Leverage Value of First-Class Mail Promotions intended to slow the declining volume trends and ensure reply mail and FCM advertising remain a relevant part of the FCM mix New Customer Acquisition Program to provide incentive for new small business customers to try direct mail 2014 Promotional Calendar 24. 24 2014 Promotional Calendar Encourage marketers to move beyond basic QR code and develop mailpieces that add marketing and creative value and encourage mobile engagement. Encourage holiday shopping by encouraging marketers and retailers to utilize state of the art mobile purchasing technology with direct mail and catalogs to facilitate purchases. All promotions and dates are tentative and subject to final USPS & PRC approval. 25. 25 2014 Promotional Calendar Emerging Technology Promotion. Potential existing or new technologies to highlight are: Near Field Communication (NFC) New paper/printing technologiese Reply Mail Promotion All promotions and dates are tentative and subject to final USPS & PRC approval. 26. 26 Colorization of Bills and Statements Encourage FCM mailers to utilize color ink on onserts with bills and statements, which can produce greater connection and response from consumers. 2014 Promotional Calendar All promotions and dates are tentative and subject to final USPS & PRC approval. Encourage mailers to utilize customer information and variable data printing technology to create personalized mail pieces and digital experiences that increase relevance and response rates. 27. 27 2014 Promotional Calendar Encourage USPS customers to continue to provide Business Reply Mail (BRM) and Courtesy Reply Mail (CRM) as options for consumers to communicate with them. All promotions and dates are tentative and subject to final USPS & PRC approval. Premium Advertising Product Promotion Encourage marketers and advertisers to use First-Class Mail by offering a discount on First-Class Mail presort postage to mailers who send advertising content via First-Class Mail. 28. 28 2014 Promotional Calendar Encourage small businesses to leverage direct mail as a way to build a more robust relationship with customers by enabling the use of a coupon for them to try direct mail. All promotions and dates are tentative and subject to final USPS & PRC approval. 29. JAN FEB - MARCH APRIL MAY - JUNE JULY AUG - SEPT OCT NOV - DEC Earned Value Promotion Branded Color Mobile Technology Promotion Color Print in First-Class Mail Transactions Promotion Premium Advertising Promotion Mail and Digital Personalization Promotion Mail Drives Mobile Commerce Promotion PROPOSED 2014 PROMOTIONS Emerging Technology Featuring NFC PromotionSTANDARD MAIL STANDARD AND FIRST-CLASS MAIL FIRST-CLASS MAIL *mail prepared/ presented as FCM Promotion Period April 1 June 30 Promotion Period Aug 1 Dec 31 Promotion Period May 1 June 30 Promotion Period Feb 1 March 31 Promotion Period Aug 1 Sept 30 Promotion Period April 1 June 30 Promotion Period Nov 1 Dec 31 Small Business Coupon ProgramEDDM MAIL All promotions and dates are tentative and subject to final USPS & PRC approval. 30. For further information: Email: [email protected] [email protected] (Earned Value Promotion) [email protected] (Picture Permit Promotion) Facsimile: 202-268-0238 Mail: US Postal Service Attn: Promotions and Incentives Post Office Box 23282 Washington, DC 20026-3282 Websites: https://ribbs.usps.gov/index.cfm?page=mobilebarcode https://www.usps.com/business/promotions-and-incentives.htm Program Contact Information 30 31. 31 Whats Next ? Gartners 2013 Emerging Technology Hype Cycle 32. 32 Questions?