Winning the 3 second challenge

Transcription

1 Winning the 3 second challenge

2 Agenda 1. Mail Moment Considerations 2. Understanding Humans 3. The Phygital World 4. Irresistible Mail Ideas 5. USPS FY16 Incentives 6. Next Steps..Testing

3 Everyday we see 2904 messages Pay attention to 52 And remember 4

4 Mail Moment 98% Bring in the mail every day 81% Sort and read mail daily 30 Minutes per week is spent reading mail 21 Pieces per week average volume

5 Household Heat Map Showing where specific items of mail are displayed in a typical household 0% - 15% 16% - 30% 31%+ Dining Room 6% Living Room 31% Kitchen 51% Hallway 18% Bedroom 3% Study 5% Bathroom 1% Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

6 The Mail Moment Your creative has seconds to gain the prospects attention and more seconds for recognition.

7 Rule 20% CREATIVE 40% OFFER 40% LIST

8 Mail Moment Drives Customers Online AS A DIRECT RESULT OF RECEIVING MAIL 43% downloaded something 92% driven to online or digital activity 87% influenced to make online purchases 86% connected with business 54% engaged in social media Source: Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014

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12 241 Years of Innovation 1. Bind the Nation through the correspondence of its people 2. Allow a free exchange of ideas (Not free postage) 3. Promote Commerce

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14 Understanding Humans Does our Brain Treat Digital and Physical Media Differently? This is an MRI image used from the Millward Brown/Bangor study. The red area is activated by Direct Mail and the blue area is activated by virtual media. The research conducted by Millward Brown strongly suggested that greater emotional processing is facilitated by physical material than virtual material. Physical print ads are better facilitating emotions.

15 Understanding Humans Does our Brain Treat Digital and Physical Media Differently?

16 The study reached the following conclusions: Print (Direct Mail) elicited greater internal thinking Direct Mail aligned with a person s feeling & memories Reading online materials displayed difficulty in maintaining focus Online activity foster greater filtering of irrelevant information to complete the task

17 Digital Engagement Examples 1. IP Address targeting Coordinated Marketing triggered by IMB 3. Augmented Reality, QR codes, Near Field, Blue Beacon 4. Video in Print 5. Informed Delivery

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19 Thermal ink can add a memorable layer of interaction to everyday mail

20 Clarity will always trump cleverness

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26 2016 Promotional Calendar PRC Approved Dec. 10, 2015 JAN FEB - MARCH APRIL MAY - JUNE JULY AUG - SEPT OCT NOV - DEC FIRST-CLASS MAIL Earned Value Reply Mail February 15 March 31 April 1 June 30 Registration Period Promotion Period Personalized Color/Transpromo June 15 December 31 August 1 December 31 STANDARD MAIL AND FIRST-CLASS MAIL Emerging and Advance Technology/Video in Print January 15-August 31 March 1 August 31 STANDARD MAIL Tactile, Sensory & Interactive Mailpiece Engagement January 15-August 31 March 1 August 31 Mobile Shopping May 15 Dec 31 July 1 December 31 USPS 26

27 Mail to Mobile Technologies Scan QR Code, SnapTag, Watermark PRSRT STD U.S. POSTAGE PAID JET.COM Augmented reality brings ads to life and has demographic appeal. Streaming media content 2D/3D Smart Phone/ Tablet Over 128 smart devices currently in the marketplace. Over 182 million mobile devices Marketer Directed Engagement Learn Instructions, Reviews, Information Contact Click to call/customer Service Play Sweepstakes, Games Pay Purchase, Bill Pay, Authenticate Signature, Account Login Coupon, Loyalty Card Share USPS 27

28 Q ScanLife Mobile Barcode Trend Report Total Scans in Millions Demographics: Who s Scanning? 23M 18.2M 21.8M 2014 Q Q Q3 Females Gender 41% 59% Males Between 4:00 7:00pm When people retrieve mail from their mailbox % 5% 18% Under % Age 21% % USPS 28 Q ScanLife Mobile Barcode Trend Report

29 Augmented Reality & Near-Field Communication 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. USPS 29

30 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 USPS 30

31 Augmented Reality Software Service providers and links Augmented Reality Examples (YouTube has many) Ikea USPS Layar USPS 31

32 2016 Tactile, Sensory and Interactive Engagement Promotion Registration Period: January 15 August 31, 2016 Promotion Period: March 1 August 31, 2016 Discount: 2% per eligible mail piece Standard Mail Three featured categories Specialty inks Specialty paper Interactive elements on envelope and or mailpiece content USPS 32

33 Three new categories are included in this year s Tactile, Sensory promotion are but not limited to: Specialty Inks Conductive Leuco Dyes Thermochromatic Etc. Specialty Paper Scented Sound Visual Textural Interactive Elements 3-D Pop-Ups Infinite Folding USPS 33

34 2016 Earned Value Reply Mail Promotion Registration: February 15 March 31, 2016 Promotion Period: April1 June 30, 2016 $0.02 per BRM or CRM counted for first-time participants or those who did not exceed their threshold $0.03 per BRM and CRM counted if the total number of same pieces meet or exceed the total number of mailer s CRM/BRM pieces counted as part of the 2015 EVR promotion USPS 34

35 2016 Personalized Color Transpromo Promotion Registration Period: May 15 December 31, 2016 Promotion Period: July 1 December 31, 2016 Upfront 2% postage discount to mailers who use variable color print on transactional mail (required to be mailed as First-Class Mail) Eligible pieces must have full color personalized transpromotional marketing or consumer messaging USPS 35

36 2016 Mobile Shopping Promotion Registration Period: May 15 December 31, 2016 Program Period: July 1 December 31, 2016 Standard Mail Promotion Period Discount 2% per eligible mail piece Incorporate linkage to a social media Buy Button Include open-sourced barcodes such as QR or Datamatrix Codes, Snap or MS Tags, digital watermarks, and intelligent print image recognition including augmented reality experience Eligible mailpieces must include print/mobile technology that can be read or scanned by a mobile device and leads the recipient to a mobile-optimized shopping website. USPS 36

37 2016 Emerging and Advanced Technology/Video in Print Promotion Registration Period: January 15 August 31, 2016 Promotion Period: March 1 August 31, 2016 Discount: 2% per eligible mail piece Standard and First Class Mail The mail piece must encourage the use of technologies such as Near Field Communication (NFC), Enhanced Augmented Reality, Video in Print (ViP), Beacon and other developing technologies A/B Testing Opportunity *NEW* USPS 37

38 A/B testing Opportunity for the Emerging and Advanced Technology/Video in Print Promotion Participants may opt-in to test various formats within their direct mail campaigns for analytical purposes to test specific designs or technological applications A/B testing requires at least 90% of the mail volume (Design A ) meet all published promotion qualification requirements while 10% of the mail for Design B does not need to meet the published promotion qualifications USPS

39 Next Steps Mail Moment feedback Testing using USPS Promotions Creative Idea Starters

40 Thank You Jim Richard Sr Direct Marketing Exec