leveraging technology.final
TRANSCRIPT
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Leveraging Technology Leveraging Technology for Direct Mail for Direct Mail
Chris Frazier Marketing Strategy, USPS HQ
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ssocialocialCorporate webCorporate web pagepage
myspacmyspacee communitycommunityInterneInternett
Vid
eo
Vid
eo
faceboofacebookk
GoogleGoogle
LinkedInLinkedIn
networkingnetworking
ViralViral
twittertwitter youtubeyoutube
directdirect
mob
ile
mob
ile
Emerging Emerging MediaMedia isis transformingtransforming
MailMail
HowHow
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AGENDA1. Personalization
2. Variable Data Printing/PURLs (Personalized URL)
3. QR Codes (Quick Response Codes)
4. Mobile Marketing
5. Augmented Reality
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Why is Technology Important for Direct Mail?
Fortifies engagement (bridges the gap for the millennium generation)
Increases response rates
Allows for richer/more robust content
Keeps mail relevant - “Mail is mobile”
Maximizes entire multi-channel/integrated marketing mix
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PersonalizationPersonalization
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Personalization
•The more you know, the better you can target
• Create relevant offers and messaging
• Time – at the right time, in the right place
• Can increase response rates by as much as 12%*Expands your market reach Increases response rates Generates real-time sales leads Builds customer relationships Captures valuable customer data
* Multi-channel Merchant
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Personalization
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Variable Data Printing & Variable Data Printing & PURLs PURLs
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Variable Data Printing
Variable Data Printing’s power is explosive, generating response rates up to 15x higher* than traditional direct mail.
Communicate personally, using text, imagery and offers customized to their unique needs and desires:
–Average order sizes improves –Cost per response decreases
–And repeat business increases
*Mulit-channel Merchant, Variable Data update, 2010
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Variable Data Printing
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PURLPURLs
PURLs are microsites used to capture direct mail or email campaign responses.
PURLs can increase response rates two to five times!*
PURLs fit easily into any marketing campaign, and thousands of customized
PURLs can be created in seconds, based on your customer database or mailing list.
–$122 ROI per $1 spent on marketing*–60% response rates*–100s of new leads from one marketing campaign*
*QuantumDigital
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Variable Data Printing & PURLs
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According to the Direct Marketing Association, campaigns that use PURLs show an additional 20-30% INCREASE in response rates.
The more you TARGET your reader’s INTERESTS in your print communications, the more likely they are to READ it, REMEMBER it and RESPOND.
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QR Codes & Mobile QR Codes & Mobile Marketing Marketing
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Quick Response (QR CodeQuick Response (QR Codes)
• At their most basic, a QR Code is a barcode on steroids
• Used for encoding information in two-dimensional space
• They were originally used to track auto parts
• QR codes can embed information in the code itself
• Tailor-made for quick/easy linking to content on smartphones.
• Simple uses: magazine advertisements that link to websites
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How do QR Codes Work?How do QR Codes Work?
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• Digital busniness card to share LinkedIn accounts/contact info.
• Android uses QR codes to link to apps in Android Marketplace
• Municipality of Bordeaux, France track parking meters, provide links to information from the World Heritage Foundation and guide visitors to nearby shops or parking locations via Google Maps.
• Google uses QR codes to promote local businesses
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How QR Codes turn Mail into Successful Mobile Marketing
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How QR Codes turn Mail into Successful Mobile Marketing
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Augmented Reality Augmented Reality & Direct Mail& Direct Mail
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Augmented RealityAugmented Reality
……..an ..an interactive experienceinteractive experience where virtual components are dynamically where virtual components are dynamically merged into a live video stream in real time. merged into a live video stream in real time.
……allows computer-generated content to be superimposed over a live camera allows computer-generated content to be superimposed over a live camera view of the real world.view of the real world.
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Augmented RealityAugmented Reality
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Augmented Reality – In ActionAugmented Reality – In Action
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Augmented Reality – In ActionAugmented Reality – In Action
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Augmented RealityAugmented Reality
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Video in PrintVideo in Print
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Video In PrintVideo In Print
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RecapRecap
Personalization Personalization …..…..
……relevant offers & messagingrelevant offers & messaging
……expands market reachexpands market reach
……builds relationshipsbuilds relationships
……can increase response rates by 12%can increase response rates by 12%
Variable Data Printing …..Variable Data Printing …..
……more targeted offers and messagingmore targeted offers and messaging
……Leverages all data about a given consumerLeverages all data about a given consumer
……Can increase response as much as 15x over static Can increase response as much as 15x over static printing.printing.
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QR Codes and Augmented Reality…QR Codes and Augmented Reality…
……can turn mail into mobile mailcan turn mail into mobile mail…makes mail more attractive…makes mail more attractive…makes mail fun!…makes mail fun!…gives consumers a 3-D experience…gives consumers a 3-D experience…bridges the gap between the print piece and the …bridges the gap between the print piece and the webweb
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RESOURCES:RESOURCES:
PURLS, Variable Data PrintingPURLS, Variable Data PrintingMultichannel Merchant.comDMIQ (directmarketingiq.com)Target Marketing Magazine (targetmarketingmag.com)
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RESOURCES:RESOURCES:
QR CodesQR Codes Scanlife.com Beetagg.com Analytics.percentmobile.com
Augmented RealityAugmented Reality howstuffworks.com/augmented-reality.htm www.t-immersion.com www.metaio.com www.intertouchmedia.com commoncraft.com/augmented-reality-video
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RESOURCES:RESOURCES:
Video in PrintVideo in PrintAmerichip.com
Quantum Digital (www.quantumdigital.com)Quantum Digital (www.quantumdigital.com)http://www.youtube.com/watch?v=e9l8JkNOyhA - http://www.youtube.com/watch?v=BDdxDXSUdNM
DMIQ (Direct Marketing IQ)DMIQ (Direct Marketing IQ)www.directmarketingiq.com
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LINKS:LINKS:
Slide 15 (variable data printing tableSlide 15 (variable data printing table): ):
http://www.greenerprinter.com/grp/jsp/vdp.jsphttp://www.greenerprinter.com/grp/jsp/vdp.jsp
Slide 25 (Lego augmented reality example): Slide 25 (Lego augmented reality example):
http://www.greenerprinter.com/grp/jsp/vdp.jsphttp://www.greenerprinter.com/grp/jsp/vdp.jsp
Slide 26 (Nissan augmented reality example):Slide 26 (Nissan augmented reality example):
http://awardlook.com/nissan/370z/takethewheel/cannes/http://awardlook.com/nissan/370z/takethewheel/cannes/
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Thank You!Thank You!