leveraging technology.final
TRANSCRIPT
Leveraging Technology Leveraging Technology for Direct Mail for Direct Mail
Chris Frazier Marketing Strategy, USPS HQ
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.
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!