pcc15 innovation direct mail presentation (february 2015) innovation direct mail... · qr...

Delivering Connections that Make an Impact

We Can MakeLasting Impressions

by Giving Printa Digital Dimension

MAIL REACHES ALL AGES

38%

OF MILLENNIALSHAVE SCANNED

A MAIL PIECE

%42OF 25-34 YEAR OLDS

SAID THEY READ MAILIMMEDIATELY AND

FIND IT USEFUL

How we make these experiences possible:

Mobile App Adoption

Leveraging Big Data

Augmented Reality

Near Field Communication

QR Codes

5 INNOVATIVE & EFFECTIVE TOOLS FOR DIRECT MARKETING

1

2

3

4

5

Mobile-on-Mail

ScanQR Code, SnapTag,

Watermark

Smart Phone/ TabletCamera, Applications (3rd

Party, Retailer or USPS)

LearnInstructions, Reviews,

InformationContact

Customer Service Play

Sweepstakes, GamesPay

Purchase, Bill Pay, Authenticate

Signature, Account LoginCoupon, Loyalty Card

ShareSocial Media, Blogs,

PinterestMeasureable

Augmented reality brings ads to life and has

demographic appealPay

Mail to Mobile Technologies

USPS Promotes mail innovationsEnhanced mailpiece

Omni channel

multiplier

Grow bottom Line Revenue

Mail That Works For You

Embrace technology, encourage mail integration

• Drive long-term product value — Relevance— Effectiveness— Responsiveness— Engagement

• Lead innovation

• Accecelerate best practices

• Promote awareness and engagement

• Marketers and business customers

• Consumers

Strategy Targets

NFCNFCMobile BarcodeMobile Barcode Image RecognitionImage Recognition Augmented RealityAugmented Reality

NFCNFC

QR Code/Mobile Barcode

QR Code/Mobile Barcode

Augmented Reality

Augmented Reality

Mobile Technologies

Near Field Communication (NFC): Mail contains NFC smart tag or RFID chip enabling information transmissions between NFC enabled devices

Augmented Reality (AR): Mail facilitates a user experience combining virtual & real time interactive experiences, registered in 2-D or 3-D

QR Code/Mobile Barcode: A barcode is a machine-readable optical label that contains information about the item to which it is attached

Image Recognition

Image Recognition

Image Recognition: Image or text vectors are programmed to be recognized by scanning app. The recognition connects customer to pre-planned menu that engages customer in digital marketing

13

Mobile Barcodes

Generate an immediate market response

Users are more affluent and educated

Attract Gen Y and Xers

Like on Facebook Get driving directions

Reaching Generations X and Y through Direct Mail

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

X Y

77% 63%

A frequently challenged marketing myth is that it’s becoming increasingly difficult to reach young people via traditional marketing.

With so many digital channels to view content from - Gen X and Y are surprisingly traditional.

77% of Generation X and 63% of Generation Y consumers have purchased products via direct mail*. The idea that today’s young adults don’t respond well to non-digital marketing couldn’t be further from the truth.

Born between 1965 – mid 1980’s Born between early 1980’s onwards * QuantumDigital 9.2014

Q1 2014 ScanLife Mobile Barcode Trend Report

20% increase from a

year ago

Demographics: Who’s Scanning?

Q1 2014 ScanLife Mobile Barcode Trend Report

Technology Vendor Info metaio.com

• As the world-wide leader in Augmented Reality technology, metaio develops software products for visual interactive solutions between the real and the virtual world.

aurasma.com

• Since launching in 2011, Aurasma has quickly risen to become the world’s leading augmented reality platform with over 20,000 partners operating in over 100 countries.

layar.com

• Layar leads the way in augmented reality and interactive print, helping to bridge the gap between the print and digital worlds.

blippar.com

• Mobile augmented reality and image recognition platform enabling advertisers to reach consumers via outdoor ads, billboards, magazine, newspaper and packaging

ricohclickablepaper.com

• Image recognition technology drives customer to enhanced menu screen and allows customer to launch into several choice of digital marketing

daqri.com

• DAQRI is the world’s leading augmented reality developer, providing custom software and creative solutions to clients across a broad spectrum of industries

seemoreinteractive.com

• They help retailers and other forward-thinking brands tap into new consumer insights and embrace experiential marketing through augmented reality

apparmo.com

• Apparmo is an independent mobile marketing company focused on building innovative mobile apps for businesses who wish to engage more with their customers.”

qg.com• With core expertise in content creation,

manipulation and delivery across a variety of channels, Quad/Graphics is ready to help marketers and publishers integrate a variety of interactive print solutions – including both Augmented Reality & Near Field Communications

Technology Vendor Info

Direct mail can bridge the gapbetween physical and digitaladvertising to create impactfuladvertising campaigns.

Increased customer engagement

Better customer retention

Higher sales

Result:

By 2017, 77% of digital buyers will be shopping via smartphone or tablet.*

28

of recipients read or scan their mail daily.**81%

* Epsilon, Channel Preference for Both the Mobile and Non-Mobile Consumer, 2012** USPS, Household Diary Study, 2010

of consumers surveyed enjoy getting mail about new products from their favorite brands.*

60%Nearly

Direct Mail

Digital+

Trust

Immediacy

+=

Direct Mail - Reaction by Industry

Financial 2011 2012 2011 2012 2011 2012Credit Card 26.0% 27.3% 16.4% 17.1% 3.5% 3.4%

Bank 41.6 41.9 31.1 28.1 7.0 7.3

Investments 42.6 38.2 50.8 47.2 6.8 9.6

Insurance Company 30.8 32.6 22.6 23.2 4.6 5.5

Real Estate/Mortgage

29.9 30.5 17.3 20.8 2.1 1.7

Total Financial 30.6 32.2 22.1 23.4 4.4 5.0

Percent Pieces Read Immediately

Percent Pieces Found Useful

Percent Pieces Will Respond To

Source:2014 DMA Statistical Fact Book - USPS Household Diary Study, 2013

Industry

Nuerological Reponse to Marketing Channels

Integrated marketingcampaigns are: Trusted.

Engaging.

Impactful.

Measurable.

The Post Office has helped us, in thatthey offered discounts for us to be able to play with different technologies such as QR codes and 2-D barcodes. Integrating our offline and online has been key to our success in the past couple years.Steve MitzelChief Financial Officer and General Manager of Shared ServicesValassis Communications

Case study: Lyon College

70% completed online survey

76% increase in applications

50% increase in acceptance of qualified applicants

College boosts qualified applicants with an integrated, direct-mail-based campaign.

increase in applications

76%

* Case study content courtesy of PODi. For more information about PODi visit www.podi.org

Rethink direct mail and integrate it into your marketing strategy

USPS® RETHINK DIRECT MAIL BRIDGE MARKETING CHANNELS

Lou Figurito

Sr. Sales Executive – Major Accounts

louis.j.figurito@usps.gov

631.316.2720