leveraging technology.final

Leveraging Technology Leveraging Technology for Direct Mail for Direct Mail

Chris Frazier Marketing Strategy, USPS HQ

christopher.m.frazier@usps.gov

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

AGENDA1. Personalization

2. Variable Data Printing/PURLs (Personalized URL)

3. QR Codes (Quick Response Codes)

4. Mobile Marketing

5. Augmented Reality

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

PersonalizationPersonalization

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

Personalization

Variable Data Printing & Variable Data Printing & PURLs PURLs

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

Variable Data Printing

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

Variable Data Printing & PURLs

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.

Variable Data Printing – How it works

QR Codes & Mobile QR Codes & Mobile Marketing Marketing

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

How do QR Codes Work?How do QR Codes Work?

• 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

How QR Codes turn Mail into Successful Mobile Marketing

How QR Codes turn Mail into Successful Mobile Marketing

Augmented Reality Augmented Reality & Direct Mail& Direct Mail

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.

Augmented RealityAugmented Reality

Augmented Reality – In ActionAugmented Reality – In Action

Augmented Reality – In ActionAugmented Reality – In Action

Augmented RealityAugmented Reality

Video in PrintVideo in Print

Video In PrintVideo In Print

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.

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

RESOURCES:RESOURCES:

PURLS, Variable Data PrintingPURLS, Variable Data PrintingMultichannel Merchant.comDMIQ (directmarketingiq.com)Target Marketing Magazine (targetmarketingmag.com)

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

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

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/

Thank You!Thank You!