making mail smarter; get your brand into your customers' and prospects’ hands
TRANSCRIPT
Page 1 | October 1, 2015 | Think INSIDE the Box Vancouver 2015
Making Mail Smarter; Get Your Brand into Your Customers' and Prospects’ Hands ~ Jennifer Campbell, Canada Post
Page 2 | October 1, 2015 | Think INSIDE the Box Vancouver 2015
Jennifer Campbell
GM, Enterprise Marketing
Canada Post
Smarter Marketing with
Smartmail Marketing™
1970s Today
5,000 ads per day
Page 4 | 2015 | Think Inside the Box | Fall 2015
The impact of all this noise?
THE AVERAGE
PERSON NOW
HAS A :07ATTENTION SPAN
THE AVERAGE GOLDFISH
HAS :08
Page 5 | 2015 | Think Inside the Box | Fall 2015
How can brands
BREAK THROUGH
this noise?
Page 6 | 2015 | Think Inside the Box | Fall 2015
Canadian Marketers’ Not-So-Secret Weapon
BILLIONDOLLARS
BILLIONPIECES
THOUSANDUSERS
1.0
4.5
30
Page 7 | 2015 | Think Inside the Box | Fall 2015
3.7%
5.0%4.3%
0.1% 0.1% 0.0% 0.1% 0.2%
Direct Mail Digital Advertising
Comparing Response Rates
Page 8 | 2015 | Think Inside the Box | Fall 2015
Consumers are Wired for Touch
Direct mail’s physical
format stimulates the
underlying mental
processes that guide
consumer behaviour.
Page 9 | 2015 | Think Inside the Box | Fall 2015
Advertisements that Drive Consumer Action Are…
1. Persuasive 2. Easy to Understand
High Motivation Low Cognitive Load
Page 10 | 2015 | Think Inside the Box | Fall 2015
20% More Motivating than Digital Media
6.77
5.52
Physical Digital
Motivation
Direct Mail Digital
Ad Testing
Benchmark
5.2
“Motivation is the only measure that
correlates with future behaviour. When
you’re drawn to something, you’re much
more likely to act on it.”
Page 11 | 2015 | Think Inside the Box | Fall 2015
21% Easier to Understand than Digital Media
5.15
6.37
Physical Digital
Cognitive Load
Ad Testing
Benchmark
5.5
“Digital requires more brainpower than
direct mail. Consumers always prefer the
path of least resistance – and direct mail
offers exactly that.”
Page 12 | 2015 | Think Inside the Box | Fall 2015
82%
A Lasting Effect in the Home
“The fact that mail is kept in highly visible
places multiplies its value beyond the
immediate recipient, presenting repeated
opportunities for it to be seen.”Display
29%
74% Share
Save
…advertising mail in
their household¹
Page 13 | 2015 | Think Inside the Box | Fall 2015
INTRODUCING
SMARTMAIL MARKETING™A MORE INTELLIGENT APPROACH TO DIRECT MAIL
Smartmail Marketing™ brings together three powerful
elements to get your brand into your customer’s
hands: physical experience, data and connectivity.
Page 14 | 2015 | Think Inside the Box | Fall 2015
The Power of Smartmail Marketing™
Page 15 | 2015 | Think Inside the Box | Fall 2015
The Element of Physicality
PHYSICALITY
Leaves a deeper imprint
on the consumer’s brain,
stimulating memory,
emotion and action
Page 16 | 2015 | Think Inside the Box | Fall 2015
The Element of Data
DATA
Balances broad reach
with detailed precision to
deliver relevance, value
and personalization in a
scalable way
Page 17 | 2015 | Think Inside the Box | Fall 2015
The Element of Connectivity
ConnectivityCONNECTIVITY
Creates stronger
connections across media
touch points, driving more
positive and seamless
brand experiences
Page 18 | 2015 | Think Inside the Box | Fall 2015
Smartmail Marketing™ Video
Page 19 | 2015 | Think Inside the Box | Fall 2015
Smartmail Marketing™ in Action
Page 20 | 2015 | Think Inside the Box | Fall 2015
More on The Science of Activation
Neuroscience Ethnography
canadapost.ca/smartmailmarketing
Page 21 | 2015 | Think Inside the Box | Fall 2015
Smarter Names for our Direct Mail Products
Personalized Mail TM (AA)Neighbourhood Mail TM (UA)
Connect with high value
customers and prospects on a
one-to-one basis
Connect with high-potential
audiences in targeted geographic
areas
Smartmail Marketing TM
Get Smarter With Your Marketing