direct mail and new technologies
DESCRIPTION
Have you tried using new technology as part of your direct marketing campaigns, such as QR codes, videos or augmented reality? Your peers have, and they are getting a better return for their marketing dollars as a result. Watch the recorded webinar here. http://www.youtube.com/watch?v=1Q9XGPFN7rg&feature=youtu.beTRANSCRIPT
+Magic!
Direct Mail: Coming to Life & Increasing ROI with New
Technologies!
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Some housekeeping
Everyone is muted
Audio test
For best results use a headphone connected to your computer
Copy of presentation will be sent to all attendees
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Q&A
Any questions?
Please type your question in the
questions panel.
Twitter hashtag: #DMworks
or
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Presenter
Matt HaskellSocial Media Marketing Manager, SourceLink
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About SourceLink
SourceLink is an industry-leading marketing services provider focused on direct marketing utilizing customer intelligence, database marketing, and modeling & analytics.
SourceLink operates out of six facilities with cutting edge print and inserting machinery to service all print and statement needs, in addition to database and Customer Intelligence offerings.
Find SourceLink on Twitter (@SourceLink), LinkedIn and Facebook.
+Magic!
Direct Mail: Coming to Life & Increasing ROI with New
Technologies!
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With all the technology options, why choose direct mail?
People Open Mail!
• Direct mail boasts a 4.4% response rate, compared to email's average response rate of 0.12%*
• That is roughly 30x higher
*Direct Marketing Association 2012 report
Why Direct Mail?
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Direct Mail is competing with other technologies
• Email• Social Media• Video• Mobile• Television
However…
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Or is it?
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Direct mail works best paired with other technologies
Multichannel Approach
Video
Augmented Reality
Variable-data printing / QR
Direct Mail- Jack of All Trades
Other emerging technologies
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AugmentedReality
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Augmented Reality
In a nutshell: a type of virtual reality that aims to duplicate the world's environment in a computer
Using a webcam, a computer can display an image based on the printed piece
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Augmented Reality
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Augmented RealityMarketing
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Augmented Reality/Personalization
Lacta Chocolates, Greece
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Augmented Reality
Practical uses with Direct Mail
• USPS- which box fits your shipment?• Product features from direct piece• Automotive marketing• Image matching (catalog usage)• Enhanced features from print (video,
etc)
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Google Glass
Google Glass is a wearable computer with head-mounted display
• Geolocation plays a huge part
• Direct mail feasibly could evolve alongside Glass
• Product info/website directly from mailings
• Enhanced features from print
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Video Alongside
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Video Integrated with Print
Elements of print alongside elements of video make for a stronger overall message
With modern technology, you can literally embed video on your mailpiece!
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Video Integrated with Print
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Video Integrated with Print
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Video Integrated with Print
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Video and print
Practical uses with Direct Mail
• Causes audience to interact with piece
• Piece becomes keepsake• Pushes to other channels- stickier• Video on landing page,
personalized with PURL technology
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QR CodesAnd Variable
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QR Codes / Variable Print
Recognize this code?
• 37% of consumers 18-34 report scanning a QR code on a mail piece in the last year
• Consumers were much LESS likely to scan QR codes on TV screens, emails and websites
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Not all QR codes are created equal
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QR Codes in direct mail
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QR Codes and Location Marketing
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“Sunny Days” sale QR codes
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QR Codes / Variable Print
Personalized web address with content specific to recipient using PURL
technology
Variable data QR code printing to allow easy
trackability and real-time conversion statistics
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Variable Print
Personalized messaging throughout piece with
digital color
“Hyper-personalized” messaging with map locations closest to
recipient
Body text reflecting past giving habits,
demographical attributes, generational and age
cohorts
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QR Codes – Mobile Couponing
Mailpiece contains an offer-specific QR code
Form captures information for
future marketing efforts
Coupon is delivered and
stored on mobile device
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QR Codes – Social Media
The social map links influencers
across the nation Share on
landing page
Landing page captures information, leads to
sharing page to redeem offer
Mailpiece has variably printed
QR code and PURL
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Other Emerging
Technologies
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Emerging Technologies
Near-field Communication (NFC)• Toll-booth speedpass/mobile wallet• NFC smart tag/microchip on piece• Information transmitted from piece
to phone• Mobile coupon • Directions/map • Product brochure
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Considerations to Remember
• Technology must be helpful/useful
• Consider Mobile usage• “Cool Factor” important, but
not everything• Makes sense for
mail/medium• Ask your audience• Adopt over time- test and
learn• Part of multichannel –
shouldn’t stand alone• Let budget steer you
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• Emerging technologies work best with existing direct mail and email campaigns
• Research your audience’s mobile usage habits… or just ask them!
• Understand how the mediums work• If you are unsure of how to properly
utilize a new technology, work with a marketing services provider
• Have Fun!
Key takeaways
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Q&A
Any questions?
Please type your question in the
questions panel.
Twitter hashtag: #DMworks
or
