USPS Goes Mobile -2014 Promotions

Tom FotiUS Postal Service

New Products & Innovations

Value of Mail

80% look at their mail

daily – as a valuable

news source

Mail is still highly valued

75% like to see what’s in the mail

63% of mail is kept at

least 2 days

Source: USPS 2011-2012 Mail Moment Survey

Mail is Relevant

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• 79% sort the mail at the first opportunity

• 72% would like to receive more personal mail

• 67% scan the mail looking for important/interesting mail

Youth Attitudes

Source: USPS 2011-2012 Mail Moment Survey

Mail is More “Real” to the Brain

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Benefits of Direct Mail• Engages emotional

processing centers• Leaves deeper footprint in

brain

Direct mail provides a tactile response that stimulates the senses, creating more positive brand associations and lasting memory…but we can do more.

Source: Millward Brown, 2009

Changing Marketplace

• PC shipments down nearly 14% in Q1 2013 -- IDC, Jan 2013

Mobile Commerce on the Rise• 1.2 billion smartphone and tablet sales predicted

worldwide for 2013 --Gartner, Nov. 2012

• Mobile commerce sales increased 81% in 2012, to nearly $25 billion and expected to reach $38B in 2013 --eMarketer, Jan. 2013

• By 2017, 77.1% of digital buyers in the U.S. will purchase via smartphone or tablet --eMarketer, Apr. 2013

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Mobile Purchasing on the Rise

Mail as a Platform for Mobile Purchases

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Mail and Mobile: An Optimum Connection

• Leverage existing consumer behavior with mail

• Provides a ‘jumping off point’ to digital

• It becomes more than what is printed on the mailpiece

• Additional content

• Enhanced and unique experiences

• Better engagement

Keys for Successful Mail on Mobile

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Mobile-on-Mail campaigns require a call to action, mobile technology to capture the offer, and a resulting consumer action.

Call to action on mailpiece

Capture via mobile device

Redeem on mobile device

Technology Enabling New Mail ExperiencesSample Technologies

NFC

• Link NFC enabled mobile device

Mobile Barcode

• Barcodes containing links, video, coupons, etc.

Image Recognition

• Identifies digital watermarks and printed images

Augmented Reality

• Interactive 3-D experience

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These technologies are widely available and affordable in the marketplace.

USPS Promotes mail innovationsEnhanced mailpiece

Improved consumer

engagement

Greater response rate

Increased ROI

Enhanced

customer

acquisition

USPS Strategy To Drive Mail Value & Relevancy

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Past Mail Promotions

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July-Aug 2011 July-Aug 2012 Nov 2012 2013

2011 Mobile Barcode

Promotion

2012 Mobile

Commerce and

Personalization Promotion

2012 HolidayMobile

Shopping Promotion

2013 Promotional

Calendar

Program Learnings and Growth:• Mailers need time to prepare• Increasing emphasis on best practices• Encourage different uses of mobile technology

integration• Encourage mailers to try new things

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2013 Promotional Calendar

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2013 Promotions Calendar

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• March 1- April 30• 550 customers participated

• Over 60,500 mailings

• 2.6 B mailpieces received discount

• Over $11.4 M in discounts

• Nearly 20% of Standard Mail volume participated in promotion

• Majority of customers participated with Click-to-Call technology

Preliminary Promotion ResultsDirect Mail Mobile Coupon & Click-to-Call

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Promotion Period: March 1- April 30

• 35% Response Rate

• 80% used the Click To Call component

• 13% had never used mobile barcodes

• 50% of respondents measured barcode responses

• 48% had improved image of Postal Service

Promotion Survey Results

Direct Mail Mobile Coupon & Click-to-Call

2013 Promotions Calendar

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2013 Promotions Calendar

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Catalog -Augmented Reality • Instructions in the catalog to download the Ikea app.

• Directional copy in the catalog which says “Scan this page with your mobile device to see more”.

• With app on your mobile device you scan the pages with the image and create augmented reality experience.

2013 Promotions Calendar

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Mobile Buy It Now

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Email: mobilebarcode@usps.gov

Web: https://ribbs.usps.gov/index.cfm?page=mobilebarcode(Recorded webinar available)

Promotion Registration: https://gateway.usps.com/bcg/login.htm Promotion RegistrationDates: September 15 – December 31, 2013

PromotionDates: November 1 – December 31, 2013

Mobile Buy It Now Promotion

2014 Promotions

Future of Mail

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Objectives• Mobile Technology Integration

– Build upon previous promotions and continue strategy to encourage mailers to integrate direct mail with mobile technology

• Technology Drives Relevance – Leverage the value of innovative direct mail techniques that are effective

but less widely used

• Leverage Value of First-Class Mail– Promotions intended to slow the declining volume trends and ensure

reply mail and FCM advertising remain a relevant part of the FCM mix

• New Customer Acquisition– Program to provide incentive for new small business customers to try

direct mail

2014 Promotional Calendar

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Branded/ Customized Mobile Technology

2014 Promotional Calendar

Encourage marketers to move beyond basic QR code and develop mailpieces that add marketing and creative value and encourage mobile engagement.

Mail Drives Mobile Commerce Promotion

Encourage holiday shopping by encouraging marketers and retailers to utilize state of the art mobile purchasing technology with direct mail and catalogs to facilitate purchases.

All promotions and dates are tentative and subject to final USPS & PRC approval.

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2014 Promotional Calendar

Emerging Technology Promotion

Emerging Technology Promotion. Potential existing or new technologies to highlight are:

• Near Field Communication (NFC) • New paper/printing technologiese

Reply Mail Promotion

All promotions and dates are tentative and subject to final USPS & PRC approval.

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Colorization of Bills and Statements

Encourage FCM mailers to utilize color ink on onserts with bills and statements, which can produce greater connection and response from consumers.

2014 Promotional Calendar

All promotions and dates are tentative and subject to final USPS & PRC approval.

Mail & Digital Personalization Promotion

Encourage mailers to utilize customer information and variable data printing technology to create personalized mail pieces and digital experiences that increase relevance and response rates.

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2014 Promotional Calendar

Earned Value Reply Mail Promotion

Encourage USPS customers to continue to provide Business Reply Mail® (BRM) and Courtesy Reply Mail™ (CRM) as options for consumers to communicate with them.

All promotions and dates are tentative and subject to final USPS & PRC approval.

Premium Advertising Product Promotion

Encourage marketers and advertisers to use First-Class Mail by offering a discount on First-Class Mail presort postage to mailers who send advertising content via First-Class Mail.

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2014 Promotional Calendar

Small Business Direct Mail Coupon

Encourage small businesses to leverage direct mail as a way to build a more robust relationship with customers by enabling the use of a coupon for them to try direct mail.

All promotions and dates are tentative and subject to final USPS & PRC approval.

JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC

Earned Value Promotion

Branded Color Mobile Technology Promotion

Color Print in First-Class Mail Transactions Promotion

Premium Advertising Promotion

Mail and Digital Personalization Promotion

Mail Drives Mobile Commerce Promotion

PROPOSED 2014 PROMOTIONS

Emerging Technology Featuring NFC PromotionSTANDARD MAIL

STANDARD AND FIRST-CLASS MAIL

FIRST-CLASS MAIL

*mail prepared/ presented as FCM

Promotion PeriodApril 1 – June 30

Promotion PeriodAug 1 – Dec 31

Promotion PeriodMay 1 – June 30

Promotion PeriodFeb 1 – March 31

Promotion PeriodAug 1 – Sept 30

Promotion PeriodApril 1 – June 30

Promotion PeriodNov 1 – Dec 31

Small Business Coupon ProgramEDDM MAIL

All promotions and dates are tentative and subject to final USPS & PRC approval.

For further information:

Email: mobilebarcode@usps.govearnedvalue@usps.gov (Earned Value Promotion)picturepermit@usps.com (Picture Permit Promotion)

Facsimile: 202-268-0238

Mail: US Postal ServiceAttn: Promotions and IncentivesPost Office Box 23282Washington, DC 20026-3282

Websites: https://ribbs.usps.gov/index.cfm?page=mobilebarcodehttps://www.usps.com/business/promotions-and-incentives.htm

Program Contact Information

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What’s Next ?Gartner’s 2013 Emerging Technology Hype Cycle

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Questions?