Over the Top (OTT) Market Size & Growth Outlook 2024-2030
USPS Goes Mobile - 2014 Promotions
1. USPS Goes Mobile 2014 Promotions
Tom Foti
US Postal Service
New Products & Innovations
2. 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
3. Mail is Relevant
Youth Attitudes
• 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
Source: USPS 2011-2012 Mail Moment Survey
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4. Mail is More “Real” to the Brain
Benefits of Direct Mail
• Engages emotional
processing centers
• Leaves deeper footprint in
brain
Source: Millward Brown, 2009
Direct mail provides a tactile response that stimulates the senses, creating
more positive brand associations and lasting memory…but we can do more.
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5. Mobile Purchasing on the Rise
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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6. Mail as a Platform for Mobile Purchases
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
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7. Keys for Successful Mail on Mobile
Call to action
on mailpiece
Capture via
mobile device
Redeem on
mobile device
Mobile-on-Mail campaigns require a call to action, mobile technology to
capture the offer, and a resulting consumer action.
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8. Technology Enabling New Mail Experiences
Sample Technologies
Mobile Barcode
Image Recognition
Augmented Reality
• Barcodes
containing
links, video, cou
pons, etc.
• Identifies digital
watermarks and
printed images
• Interactive 3-D
experience
NFC
• Link NFC
enabled mobile
device
These technologies are widely available and affordable in the marketplace.
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9. USPS Strategy To Drive Mail Value &
Relevancy
USPS Promotes mail innovations
Enhanced
mailpiece
Increased ROI
Greater
response rate
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13. Direct Mail Mobile Coupon & Click-to-Call
Preliminary Promotion Results
• 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
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14. Direct Mail Mobile Coupon & Click-to-Call
Promotion Survey Results
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
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20. Mobile Buy It Now Promotion
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
Registration
Dates:
September 15 – December 31, 2013
Promotion
Dates:
November 1 – December 31, 2013
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23. 2014 Promotional Calendar
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
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24. 2014 Promotional Calendar
Encourage marketers to move beyond
basic QR code and develop mailpieces
that add marketing and creative value and
encourage mobile engagement.
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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25. 2014 Promotional Calendar
Emerging Technology Promotion.
Potential existing or new technologies to
highlight are:
• Near Field Communication (NFC)
• New paper/printing
technologieseReply
Mail
Promotion
All promotions and dates are tentative and subject to final USPS & PRC approval.
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26. 2014 Promotional Calendar
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.
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.
All promotions and dates are tentative and subject to final USPS & PRC approval.
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27. 2014 Promotional Calendar
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.
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.
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28. 2014 Promotional Calendar
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.
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29. PROPOSED 2014 PROMOTIONS
JAN – FEB - MARCH
FIRST-CLASS MAIL
APRIL – MAY - JUNE
JULY – AUG - SEPT
OCT – NOV - DEC
Earned Value Promotion
Promotion Period
April 1 – June 30
Color Print in First-Class Mail
Transactions Promotion
Promotion Period
Aug 1 – Dec 31
STANDARD AND FIRST-CLASS MAIL Mail and Digital Personalization Promotion
Branded Color Mobile
Promotion Period
Technology Promotion
May 1 – June 30
Promotion Period
Feb 1 – March 31
Premium Advertising Promotion *mail prepared/ presented as FCM
Promotion Period
April 1 – June 30
STANDARD MAIL
Emerging Technology Featuring NFC Promotion
Promotion Period
Aug 1 – Sept 30
Mail Drives Mobile
Commerce Promotion
Promotion Period
Nov 1 – Dec 31
EDDM MAIL
Small Business Coupon Program
All promotions and dates are tentative and subject to final USPS & PRC approval.
30. Program Contact Information
For further information:
Email: mobilebarcode@usps.gov
earnedvalue@usps.gov(Earned Value Promotion)
picturepermit@usps.com(Picture Permit Promotion)
Facsimile:
202-268-0238
Mail:
US Postal Service
Attn: Promotions and Incentives
Post Office Box 23282
Washington, DC 20026-3282
Websites:https://ribbs.usps.gov/index.cfm?page=mobilebarcode
https://www.usps.com/business/promotions-and-incentives.htm
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Millward Brown, Using Neuroscience to Understand the Role of Direct Mail, 2009
How consumers conduct their eCommerce is changing. According to International Data Corporation (IDC), PC shipments for Q1 2013 are down nearly 14% compared to Q1 2012. This decline represents the worst quarter since IDC began tracking the PC market quarterly in 1994.As the PC market contracts, the mobile market continues to grow. Sales of smartphones and tablets are expected to reach 1.2 billion worldwide in 2013 according to research firm Gartner. In 2012, mobile commerce sales grew 81% to nearly $25 billion, and by 2017 more than three-quarters of all digital buyers will purchase via a mobile device.
So let’s look at how it works.One best practice we are requiring is that customers provide directional copy, or a call to action, near the barcode. This is simply instructional text that lets the recipient know what to do with the barcode or image an ideally gives them information about what will happen when they scan the code.After the call to action, the consumer captures the information from the mailpiece via their mobile device. (using their mobile device to scan the barcode)The resulting action is the consumer is taken to a mobile-optimized site for purchase. Mobile-optimization is critical as there’s nothing worse than scanning a QR code that takes you to a website where you have to zoom in or scroll all over the place to get to the information or offer that attracted you there in the first place.Therefore, we’re requiring that •ALL destination content MUST be optimized to be viewed on a mobile device We also offer these suggestions:•Barcodes can be creatively designed; i.e., they don’t always have to be in black and white – you can include graphics and logos •Don’t put too much data into your barcode – keep it simple, again for readability
Mail-mobile technologies are diverse. They can encompass traditional barcodes such as QR codes, Microsoft Tags, Snap Tags, or even NFC. They can also pertain to technologies that are invisible to the eye such as watermarks or image recognition that provide access to additional information without the appearance of a barcode.
We had numerous comments with all our past sales and promotions that mailers didn’t have enough time to prepare. The 2013 Promotions Calendar was filed with the PRC on October 11, 2013 as part of the price change notice, and approved on November 16, 2012. Did not get a lot of publicity at first, but we sent our email blasts internally and to the industry and are starting to get some questions. Each promotion requires separate registration….Direct Mail Mobile Coupons – Mail contains mobile technology that delivers a coupon redeemable in-store or online when scannedClick-To-Call - Mail links directly to a mobile optimized website with a “click-to-call”Earned Value Mail – provides mailers with an earned postage credit based on qualifying First-Class BRM and CRMEmerging Technologies - Focus on promoting awareness of how innovative technology, such as Near-Field Communication (NFC), can be integrated with direct mailProduct Samples - The 2013 Simple Samples Promotion will re-invigorate product sampling via the mail by making it more affordable for mailers to send samplesPicture Permit – Creates an opportunity for mailers to customize the permit indicia space of the mailpieceMobile Buy-It-Now – Similar to the 2012 Holiday Mobile Shopping Promotion, use mail to directly link to a mobile optimized site for product purchase
We had numerous comments with all our past sales and promotions that mailers didn’t have enough time to prepare. The 2013 Promotions Calendar was filed with the PRC on October 11, 2013 as part of the price change notice, and approved on November 16, 2012. Did not get a lot of publicity at first, but we sent our email blasts internally and to the industry and are starting to get some questions. Each promotion requires separate registration….Direct Mail Mobile Coupons – Mail contains mobile technology that delivers a coupon redeemable in-store or online when scannedClick-To-Call - Mail links directly to a mobile optimized website with a “click-to-call”Earned Value Mail – provides mailers with an earned postage credit based on qualifying First-Class BRM and CRMEmerging Technologies - Focus on promoting awareness of how innovative technology, such as Near-Field Communication (NFC), can be integrated with direct mailProduct Samples - The 2013 Simple Samples Promotion will re-invigorate product sampling via the mail by making it more affordable for mailers to send samplesPicture Permit – Creates an opportunity for mailers to customize the permit indicia space of the mailpieceMobile Buy-It-Now – Similar to the 2012 Holiday Mobile Shopping Promotion, use mail to directly link to a mobile optimized site for product purchase
We had numerous comments with all our past sales and promotions that mailers didn’t have enough time to prepare. The 2013 Promotions Calendar was filed with the PRC on October 11, 2013 as part of the price change notice, and approved on November 16, 2012. Did not get a lot of publicity at first, but we sent our email blasts internally and to the industry and are starting to get some questions. Each promotion requires separate registration….Direct Mail Mobile Coupons – Mail contains mobile technology that delivers a coupon redeemable in-store or online when scannedClick-To-Call - Mail links directly to a mobile optimized website with a “click-to-call”Earned Value Mail – provides mailers with an earned postage credit based on qualifying First-Class BRM and CRMEmerging Technologies - Focus on promoting awareness of how innovative technology, such as Near-Field Communication (NFC), can be integrated with direct mailProduct Samples - The 2013 Simple Samples Promotion will re-invigorate product sampling via the mail by making it more affordable for mailers to send samplesPicture Permit – Creates an opportunity for mailers to customize the permit indicia space of the mailpieceMobile Buy-It-Now – Similar to the 2012 Holiday Mobile Shopping Promotion, use mail to directly link to a mobile optimized site for product purchase
The 2013 Promotions Calendar was filed with the PRC on October 11, 2013 as part of the price change notice, and approved on November 16, 2012. Did not get a lot of publicity at first, but we sent our email blasts internally and to the industry and are starting to get some questions. Each promotion requires separate registration….Direct Mail Mobile Coupons – Mail contains mobile technology that delivers a coupon redeemable in-store or online when scannedClick-To-Call - Mail links directly to a mobile optimized website with a “click-to-call”Earned Value Mail – provides mailers with an earned postage credit based on qualifying First-Class BRM and CRMEmerging Technologies - Focus on promoting awareness of how innovative technology, such as Near-Field Communication (NFC), can be integrated with direct mailProduct Samples - The 2013 Simple Samples Promotion will re-invigorate product sampling via the mail by making it more affordable for mailers to send samplesPicture Permit – Creates an opportunity for mailers to customize the permit indicia space of the mailpieceMobile Buy-It-Now – Similar to the 2012 Holiday Mobile Shopping Promotion, use mail to directly link to a mobile optimized site for product purchase
508 Compliance: 3 boxes, red checkmarks in two of them and a red pencil writing the checkmarksFor additional information on the Mobile Buy-It-Now Promotion, please visit our Buy-It-Now promotions webpage on RIBBS.To register for the promotion, please visit the Business Customer Gateway on USPS.com.
508 Compliance: 3 boxes, red checkmarks in two of them and a red pencil writing the checkmarks
And that concludes our presentation on Mail & Mobile Commerce – Making the Connection.Any questions?
