usps goes mobile - 2014 promotions
TRANSCRIPT
USPS Goes Mobile -2014 Promotions
Tom FotiUS Postal Service
New Products & Innovations
Value of Mail
80% look at their mail
daily – as a valuable
news source
Mail is still highly valued
75% like to see what’s in the mail
63% of mail is kept at
least 2 days
Source: USPS 2011-2012 Mail Moment Survey
Mail is Relevant
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• 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
Mail is More “Real” to the Brain
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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 memory…but we can do more.
Source: Millward Brown, 2009
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
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Mobile Purchasing on the Rise
Mail as a Platform for Mobile Purchases
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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
Keys for Successful Mail on Mobile
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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
Technology Enabling New Mail ExperiencesSample 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
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These technologies are widely available and affordable in the marketplace.
USPS Promotes mail innovationsEnhanced mailpiece
Improved consumer
engagement
Greater response rate
Increased ROI
Enhanced
customer
acquisition
USPS Strategy To Drive Mail Value & Relevancy
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Past Mail Promotions
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July-Aug 2011 July-Aug 2012 Nov 2012 2013
2011 Mobile Barcode
Promotion
2012 Mobile
Commerce and
Personalization Promotion
2012 HolidayMobile
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
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2013 Promotional Calendar
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2013 Promotions Calendar
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• 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 ResultsDirect Mail Mobile Coupon & Click-to-Call
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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
2013 Promotions Calendar
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2013 Promotions Calendar
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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.
2013 Promotions Calendar
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Mobile Buy It Now
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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 RegistrationDates: September 15 – December 31, 2013
PromotionDates: November 1 – December 31, 2013
Mobile Buy It Now Promotion
2014 Promotions
Future of Mail
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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
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Branded/ Customized Mobile Technology
2014 Promotional Calendar
Encourage marketers to move beyond basic QR code and develop mailpieces that add marketing and creative value and encourage mobile engagement.
Mail Drives Mobile Commerce Promotion
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.
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2014 Promotional Calendar
Emerging Technology Promotion
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.
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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.
Mail & Digital Personalization Promotion
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.
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2014 Promotional Calendar
Earned Value Reply Mail Promotion
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.
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2014 Promotional Calendar
Small Business Direct Mail Coupon
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.
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 PeriodApril 1 – June 30
Promotion PeriodAug 1 – Dec 31
Promotion PeriodMay 1 – June 30
Promotion PeriodFeb 1 – March 31
Promotion PeriodAug 1 – Sept 30
Promotion PeriodApril 1 – June 30
Promotion PeriodNov 1 – Dec 31
Small Business Coupon ProgramEDDM MAIL
All promotions and dates are tentative and subject to final USPS & PRC approval.
For further information:
Email: [email protected]@usps.gov (Earned Value Promotion)[email protected] (Picture Permit Promotion)
Facsimile: 202-268-0238
Mail: US Postal ServiceAttn: Promotions and IncentivesPost Office Box 23282Washington, DC 20026-3282
Websites: https://ribbs.usps.gov/index.cfm?page=mobilebarcodehttps://www.usps.com/business/promotions-and-incentives.htm
Program Contact Information
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What’s Next ?Gartner’s 2013 Emerging Technology Hype Cycle
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Questions?