FlashDirect

Marketing FlashIssue 04 | 28 March 2013

DirectMarketing

In thIs Issue

edItorIal IntervIew IPC talks to Canada Post about Precision Targeter Feature storIes Seamless paper and digital communication Demonstrate the power of mail and inspire your customers Industry news US Congress protects access to paper-based services Money-back guarantee trial unsuccessful Catalogues boost online sales says Royal Mail study USPS offers discount on direct mail with mobile barcodes Case study HMS National awards Recent Upcoming

THE NATURAL PARTNER FOR THE POSTAL INDUSTRY 2Direct Marketing Flash | Issue 04 | 28 March 2013 |

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Editorial

Dear reader,

This edition of IPC Direct Marketing Flash is already the fourth edition in the series, which continues to provide news and insights into recent developments in the direct marketing sector.

This issue includes a feature interview with Tim Skelly, Director of Business and Product Development at Canada Post, who has shared insights about Canada Post’s innovative solution for SMEs, Precision Targeter, a direct marketing web portal with advanced targeting options.

We have also included a feature story on the integration of paper and digital communication through the use of two relatively new technologies, QR codes and augmented reality. Next, Trish Witkowski, of online resource for printed folded items foldfactory.com, gives some examples of creative and engaging direct mail campaigns.

As always, this edition also features recent awards and news from the wider direct marketing sector and upcoming industry events.

We are constantly looking to expand and enrich the content of this publication and are open to discuss any suggestions, contributions or news from your organisation for inclusion in the next issue.

We hope you enjoy reading the Direct Marketing Flash and look forward to receiving your feedback.

The IPC Publications team

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Interview

IPC talks to Canada Post about Precision targeter

tim skelly, director of Business and Product development at Canada Post, shares insights about Canada Post’s innovative solution for sMes, Precision targeter, a direct marketing web portal with advanced targeting options.

what is Precision targeter precisely?

Precision Targeter is an online application that allows a marketer to accurately select and identify a target audience for their direct marketing campaigns as well as preparing the mail for induction and paying for the delivery through an easy step-by-step process.

why did Canada Post decide to establish the Precision targeter?

Like many large companies, we recognised that we needed to do more to support the growing number of small and medium-sized businesses in Canada. In order to be successful, Canada Post had to simplify the process of developing a marketing campaign, providing more robust tools to help them select their audience, and placing everything online so that they could access us when and where they needed to.

who is the main target audience for this service?

Almost any type and size of company, including service providers and agencies, are using Precision Targeter today; however it was designed with small and medium-sized businesses in mind. Canada Post wanted to provide all sizes of companies with the data and tools that typically were reserved for large enterprise companies. In doing so, we believe all marketing campaigns will be more successful and result in additional long-term customer use.

how many people were involved in delivering this project?

This was a large, multi-functional project that drew in our best data resources, software developers, IT architects, and many more people. In total, we probably had more than 100 people working on Precision Targeter over its 24-month development.

what was the time span between the project’s inception and completion?

The project started in February 2010 and was launched onto the market in March 2012. Since that time, the team has updated and upgraded the system several times.

did Canada Post use in-house programmers to set up the platform?

We used a combination of internal and external resources based on the particular skills we needed throughout the development process. Canada Post has an excellent and highly skilled team of IT experts that are utilised on many day-to-day initiatives as well as on development projects. However there are skills which are required less often internally and these we would source from our IT partners as required.

what do you consider as the main success of the project?

After being on the market for less than a year we have already exceed our expected usage by more than 400%.

Read more here.

Click here to read the interview with Amie Peters, Head of Direct Mail at An Post, on a similar service, Admailer.ie, which is An Post’s offering for direct marketing needs of SMEs launched at the end of 2012.

READ MORE

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Feature stories

seamless paper and digital communication

Globally, digital entertainment and media revenues increased by more than 17% in 2011. PriceWaterhouse Coopers estimates that digital media revenues will account for approximately 37% of global media expenditures in 2016, up from 28% in 2011. As digital and mobile media continue to innovate and diversify, the prevailing challenge of marketers is to assess the effectiveness of different media in attaining relevant marketing objectives and to understand how to allocate marketing budgets across different media most effectively in order to achieve these objectives.

As digital media and entertainment become more important to people and businesses alike, driven by mobile technology, tablets and smartphone adoption, marketers have embraced the need to combine physical and digital channels in their media plans and create consistent and complementary communication and touch points for consumers. The 2012 Consumer Preferences in a Digital World report gathered the results of research performed by IPC among digital natives and showed that consumers expect a seamless on going conversation with marketers but on their own terms and in a multitude of ways.

Marketers have set out to respond to these changing consumer preferences by leveraging the unique qualities of paper-based communication and created interactive experiences through the use of QR codes and augmented reality (AR).

do Qr codes deliver?

QR codes are being used to breach the gap between physical and digital experiences. While some marketers have embraced QR codes, their use has not been without issues and has in many cases failed to enhance the consumer experience.

According to internet analysis firm Comscore, 20% of Americans, 16% of Canadians (as of December 2011), 16% of Spanish and 18.6% of German smartphone owners actually use QR codes. There are a number of factors why this technology has not been used more widely, all relating to the way QR codes have been deployed and employed, rather than the codes themselves.

First, QR codes have suffered from a lack of consumer education. To work, they must be scanned with a smartphone: while many people have smartphones, not everyone either knows of the application which needs to be downloaded to be able to scan the codes, or has the incentive to do so. The information on how to scan the codes – and the benefits for consumers for doing so – are often omitted, however crucial they may seem.

QR codes also suffer from their omnipresence; it seems that they are to be found everywhere, from back-page advertisements on magazines to the back of busses. However

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these locations are not always optimal for QR code usage: to be scanned, QR codes need to be stationary, neither too big nor too small, or printed on a reflective surface.

Another barrier to widespread adoption lies in misuse of QR codes by marketers and companies. While the codes are relatively easy to generate, the codes often do not deliver on their promise – either the content to which the consumer is directed is static or it is not mobile enabled. It is rather pointless to give the consumer an option to scan a QR code which leads them to a website that is not optimised for the device they are using to scan the code.

Some marketers, on the other hand, argue that the low uptake of this technology is partly to be blamed on the inappropriate media in which it is set. According to them, QR codes do work, but only when they are provided in such a way and location that consumers have time to scan them, such as in print, in stores, on displays in highly frequented areas and on public transportation.

Furthermore, the QR codes that perform far better are the ones that offer consumers a benefit for scanning, such as a discount, a special offer, or an inclusion in some sort of exclusive programme, in order to provide customers a return on investment for their time. A good example is USPS’s latest promotion on its direct mail campaigns where the only condition to be eligible is for marketers to include a mobile coupon in their message. We will cover this campaign in more detail in the DM news section.

augmented reality on the rise

While QR codes still need to demonstrate their effectiveness to justify marketing spend, a new technology – mobile augmented reality (AR) – has entered the horizon and created significant interest with marketers. A few companies have tried to utilise the tremendous potential of mobile AR, including Layar in the Netherlands, Aurasma in the US and Junaio in Germany.

The mobile AR offering consists largely of two different types of experiences: geolocation-and vision-based augmented reality. Geolocation-based AR uses GPS, compass and other sensors in a user’s mobile phone to provide a ‘heads-up’ display of various geolocated points of interest. A good example is travel applications that can show useful information on places to eat, sleep and visit in real time whenever the user points their mobile device camera to a street or a building. Vision-based AR, on the other hand, uses many of these same sensors to virtually display digital content in context with real-world objects – such as magazines, postcards or product packaging – by tracking the visual features of these objects.

augmented reality’s ease of use

The latter of the two, vision-based AR, is similar to QR codes; instead of being triggered by 2D codes, AR can be activated by designating any graphic image, such as a book cover, as the trigger. With an easy-to-use creator portal, a registered client can upload a PDF or JPEG copy of the print page that is to serve as the trigger; custom-made content is

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then assigned to it. Clients can also select buttons that will take consumers to a website, allow them to call a telephone number, or let them shop right off the printed page. The different companies in the AR fields have developed a range of services and products for companies who want to add an interactive element to their marketing campaigns.

Layar’s augmented reality technology begins with Layar Creator, the company’s self-service online portal, which is offered in a free and a paying or ‘pro’ version. The service offers analytics and feedback, but the free version includes only a reduced amount of data analysis; the pro version features very detailed data analysis and feedback.

Aurasma has provided an online platform, Aurasma Studio, to create AR experiences. Businesses, organisations and individuals can create and publish their own augmented reality experiences branded as ‘Auras’. Similar to working with a content management system, using the Aurasma Studio can be as simple as uploading just a few digital assets and does not require programming skills.

Junaio offers several tools for individuals and businesses that want to create their own AR campaigns but do not have dedicated software development skills. Through its Metaio Creator platform, customers can create a complete AR scenario and deploy it with Junaio in less than five minutes. With automatic reference and media analysis and optimisation, the Creator allows companies to create augmented reality experiences easily.

who is using augmented reality?

A growing number of print magazines and print catalogues are using AR mobile technology to add videos, pricing, and other product information to advertisements, catalogue pages, or even physical products.

However, if used effectively, mobile AR has a lot more to offer. While it can be used to enhance editorial content, it is mainly functioning as a marketing tool at present. The technology could turn book covers, print catalogues, and magazine ads – any flat physical product – into online storefronts by superimposing online call-to-action buttons onto each product.

The mobile AR platforms providers are also targeting book publishers and related businesses, positioning their technology as capable of turning any encounter with a printed item into a ‘shoppable’ moment. If a consumer sees a book at a friend’s home, or in a store, they can scan the cover and buy it online using a smartphone or tablet. Book publishers can use AR to add interviews linked to a book’s cover, as well as attach reviews, news about other books by the same author, social media links, and more.

augmented reality in the mail

Mobile augmented reality creates many opportunities to add an interactive and dynamic experience to any printed materials, including direct mail. Using platforms that provide AR experiences, advertisers can create a convenient link between the offer in print and the immediate purchase online.

Not many postal operators have tapped into the augmented reality business. In 2010 Royal Mail issued the first intelligent stamp. Through the Junaio app, the stamp directed viewers to a short film showing Bernard Cribbins reading Auden's famous poem The Night Mail. However, while Royal Mail claimed that the technology used was “bringing [stamps] firmly into the 21st Century”, the company has not issued any AR stamps since.

PostNL, on the other hand, added augmented reality technology to their regular direct marketing service offering. In cooperation with Layar, it is offering a complete augmented realit y DM package: the client provides the design and the augmented content, while PostNL takes care of the production and delivery. After the campaign, clients receive insightful statistics.

While using AR might not be the most obvious or natural step for postal operators, mobile augmented reality provides a great opportunity to add an extra dimension to printed materials and to establish direct mail as an indispensable element of marketing campaigns.

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demonstrate the power of mail and inspire your customers

IPC is pleased to present a feature article by trish witkowski, Chief Folding Fanatic at the online resource for printed folded items foldfactory.com. trish has a specialised expertise in creative solutions for direct mail and print, and is the curator of the world's most exciting collection of folded print and direct mail samples. trish has authored many books on the topic, most recently direct Mail simplified and Paper Folding templates for Print design. she also hosts a popular weekly e-video series ‘60-second super-cool Fold of the weeK’. trish holds an Msc in Printing and a BFa in Graphic design from rIt.

In my almost 20 years of studying folded formats for mail and promotion, I have seen a lot. Seriously – I have seen thousands of different solutions. Some are practical, some are fascinating, and some are ridiculous. In seeing so many solutions from around the world, I can also start to recognise trends. One trend that I have noticed over the past year in particular is service providers demonstrating their capabilities creatively through mail.

Printers in particular have been showing off their skills with slick design concepts and formats, which to me feels like a cultural shift. Printers are actually speaking to creatives in their own language. To prove it, I have three examples of this phenomenon. Click on the images to view my video presentations on each of these examples.

GLS Companies in Minnesota, USA had their staff paper engineer create a fun and festive dimensional holiday card

that shipped flat in a classy envelope with a custom label, and opened to reveal a personalised message. In addition to sending a memorable card that was great for customer relations, they also demonstrated their prowess in digital print on specialty paper, personalisation, and dimensional formats.

Suttle-Straus in Wisconsin, USA designed and produced a fabulous cube-shaped mailer that was shrink-wrapped and mailed first class. They chose a sophisticated black on black with soft touch/gloss UV coatings on the outside for drama, and a multicolour lining inside with the words “Not what you expected? Neither is Suttle-Straus”. The box contained a ‘cootie-catcher’ – a folded-paper device used by children for fortune-telling games – to highlight the company’s creative and printing skills, inviting the receivers to scan a QR code and engage through other forms of contact.

Connexion Printing Consultants in Oregon, USA recently sent out an ingenious and budget-conscious relationship-building mail campaign for several hundred of their customers. Timed for Valentine’s Day, they used small corrugated boxes, and wrote the addresses by hand. Inside, they placed a hand-folded note created on lined notebook paper and laser printed both sides in black so that it looked like real handwriting and doodles. Also in the box was red tissue paper and candy hearts (which were noisy in the box and added to the curiosity factor). Underneath the

TRISH WITkOWSkIFOLDFACTORy.COM

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tissue was a branded USB drive. The letter told the customer how much they love and appreciate them, and offered them the USB drive, suggesting they could use it to store their next project and meet Connexion in person. The campaign achieved an almost 30% response rate.

I would like to draw attention to the common thread of these examples: all these campaigns were done in smaller batches to targeted audiences. There are many ways to use mail, but mail is at its most powerful when it is relevant to the recipient. Each company found a way to be timely, relevant and engaging – and all three have experienced success with their campaigns. I hope these examples have inspired you to explore new approaches and engagement strategies with your customers for their upcoming marketing campaigns.

For more information, visit foldfactory.com.

Check out youtube.com/foldfactory for 300+ videos and creative ideas including the 60-Second Super-Cool Fold of the Week.

Join postal direct marketing experts from over 20 organisations

IPC PostBoard – Direct Marketing is a collaborative tool for all IPC members working in the field of direct marketing. The community offers participants the opportunity to build international relationships easily and gather new insights into the global direct marketing industry.

Since its launch in October 2012, participants are sharing their knowledge, best practice and gained expertise in various areas including policy change, innovation, direct marketing awards and case studies. The collaboration and exchange of ideas is facilitated by the user-friendly interface software and a wide array of desktop and mobile apps.

If you are interested in joining IPC Postboard, please contact the PostBoard community manager at jakub.rymkiewicz@ipc.be

IPC PostBoard – Direct Marketing

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Industry news

us Congress protects access to paper-based services

Consumers for Paper Options, an American coalition of individuals and organisations advocating for the right to paper-based communications, applauded a new Congressional resolution adopted in March to protect access to paper-based options for government services and information. The resolution, seeks to reverse recent federal initiatives to completely eliminate paper-based information and services, such as Social Security checks, earnings statements, savings bonds and income tax forms.

Federal agencies have been encouraging Americans to go paperless without public comment or Congressional oversight, despite the fact that millions of Americans cannot access information in electronic formats. The resolution seeks to bring these agency decisions under Congressional review, while encouraging the federal government to ensure that Americans continue receiving paper information and services, unless they specifically opt out.

According to Consumers for Paper Options, federal efforts to eliminate paper-based services and information are disenfranchising millions of Americans, including senior citizens, lower-income Americans and those who are concerned about cyber-threats. More than 30m American households are reported to have no access to internet either at home or at work.

The Consumers for Paper Options initiative has vocally demonstrated that both digital and paper communications have a place in modern society. This is good news for direct mail marketing.

Money-back guarantee trial unsuccessful

United States Postal Service launched the Mail Works Guarantee trial in June 2011 with the hope of giving proof to large potential customers that direct marketing through the mail brings a good return on investment compared to other channels. After offering the service over the past 18 months, USPS reported that its offer was not taken up by any suitable corporations.

The concept behind the trial was to build new mail volumes by demonstrating to participating companies the benefits of hard-copy mail as a medium for carrying their promotional messages, with postage reimbursed where agreed ROI targets were not met.

USPS was looking to attract as many as 16 major advertisers to try out the Mail Works Guarantee service, targeting those firms which spend at least US$250m on advertising each year, but for whom postage represented less than 0.36% of their advertising budgets. Refunds of up to US$250,000 were on offer for those direct mail campaigns that did not fulfill their targets.

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The Postal Service reported that even though its market test did not become fully operational, the project had proven useful in gauging customer responses and the feasibility and cost implications of such a service.

Catalogues boost online sales says royal Mail study

Research by Royal Mail’s MarketReach initiative indicates that catalogues drive website engagement and encourage shoppers to buy online.

The study into the role of printed catalogues found that 60% of consumers went online to make a purchase within a week of receiving one. More than half those receiving catalogues spent more than £40 (€47, US$61) on their first purchase. Furthermore, when they go online, consumers with catalogues were found to look at more than double the number of pages viewed by the average person per visit (121%).

For a significant proportion of consumers, catalogues are used for future reference. More than 70% of consumers kept their catalogues for more than a month; 34% for up to a year, according to MarketReach. Those receiving catalogues spent more time looking at them – between five and 30 minutes compared with an average of 11 minutes browsing a retail website.

Royal Mail launched MarketReach in 2012 to help companies and their agencies get more value from mail.

usPs offers discount on direct mail with mobile barcodes

At the end of February this year, USPS launched the Direct Mail Mobile Coupon and Click-to-Call promotion, which will run until 30 April 2013. The aim of the promotion is to encourage mailers to use their physical mail pieces to connect with smartphone and other mobile devices, emphasising the potential of hard-copy mail in the digital era. The campaign provides an up-front postage discount for direct mail that features coupons.

The campaign also offers a discount for USPS’s Click-to-Call technology, a barcode, chip or tag on a mail piece that can be scanned by a mobile smartphone to direct a consumer to a website that features a ‘click to call’ link or button, or a barcode that directly brings up a phone number on the user’s phone.

The Direct Mail Mobile Coupon offering supports the high growth in digital coupons. This is expected to continue as internet and smartphone adoption increases, consumer comfort with technology rises, and newspaper circulation declines. Additionally, demographic shifts and emerging technologies such as mobile apps, location-based technologies, near-field communication (NFC) and radio frequency identification (RFID) make digital-coupon users an increasingly attractive market for advertisers. This promotion seeks to drive awareness and increase the value and utility of direct mail coupons in today's digital world.

The Mobile Coupon and Click-to-Call promotion is one of six mail promotions that the US Postal Service is running this year to highlight the value of the mail among key customer groups. Find out more here.

USPS’s next planned initiative will be an incentive encouraging the use of business reply envelopes within mail, in a promotion running from 01 April until the end of June.

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Case study

In this section we highlight a direct marketing case study that has been recently uploaded to the IPC Direct Marketing Case Studies library.

US-based home warranty company HMS National was suffering from low consumer awareness and understanding. Similar to its competitors, HMS markets through a nationwide network of Realtors, most of whom recommend the warranty to their customers who are either buying or selling a home. However, renewal of home warranty after one year was low and marketing its services remained ineffective.

HMS’s marketing challenges stem from different factors. First, consumer awareness of home warranty services is low and homebuyers often do not realise the value of having a home warranty. Most often it is the home seller who purchases the warranty as a buyer incentive. The new homebuyer is often preoccupied with financing, closing and moving into their home, and as a result, the warranty is sometimes forgotten.

Second, consumers often believe that coverage is only beneficial for one year. Many customers incorrectly believe that the warranty service is needed only during the first year of ownership in case of any remaining home issues. Their mindset is not tuned to a long-term contract, ie renewing.

Third, home warranty agencies also face the challenge of low engagement throughout the first contract term.

Furthermore, many customers do not file a complaint and use the warranty during the first year; therefore these customers lack a solid connection with the service or HMS.

Lastly, HMS needed to balance the needs of its business, as marketing to engage customers early in the first year can be a double-edged sword. While increasing the customers’ knowledge is valuable, stimulating additional claims can reduse profitability in this low-margin business.

With these challenges in mind, HMS set out to significantly increase renewal rates at the end of the first year of the warranty contract.

HMS endeavoured to revolutionise their renewal programme. In order to materially increase their renewal rates, they focused on truly understanding their customers’ needs, concerns and perceptions. They undertook a Voice of Customers (VOC) journey with Eman Roman Direct Marketing, engaging in deep-dive research to craft a multi-channel, customer-driven strategy to dramatically increase renewal rates. HMS’s efforts were successful and their results have been very positive.

Read the full case study here.

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Awards

recent

the all-new nZ direct Marketing awards

On 22 February 2013, the all-new NZ Direct Marketing Awards were held in Auckland, New Zealand. The awards followed on the success of the RSVP and Nexus Awards, which for over 25 years recognised clients, agencies, consultancies and suppliers who exhibited excellence in insight-driven marketing projects and campaigns, connected with customers on an individual basis and generated outstanding results. This year, the awards have had a major industry review which has led to a new name and redefined categories, newly developed specialist channels and an expanded judging panel to ensure the highest of standards.

One of the revamped awards categories was the Channel awards, which added new channels to its selection to reflect the changing multi-channel environment direct marketing is working in. Some of the categories were: Email Marketing; Campaign Website; Mobile Marketing; Social Media and Viral; Direct Response Print & Unaddressed; Direct Mail B-B, and Direct Mail B-C.

The winners in the Direct Mail category were yellow Toolbox, SPCA Auckland Roof Appeal, The Chosen One and Q Card - An Apple a Day. See the full list here.

For more information, visit the NZDM Awards website.

upcoming

the all Ireland Marketing awards

The All Ireland Marketing Awards gala, organised by the Marketing Institute of Ireland, will take place on 23 May 2013. The aim these awards is to promote excellence and best practice in all areas of marketing, and especially highlight the role of marketing in value creation, and its relationship to profit performance.

For more information, visit the awards website.

an Post Integrated direct Marketing awards

The annual An Post Integrated Direct Marketing Awards recognise the most inspirational and successful Irish direct marketing campaigns of the past year. Categories include Best Direct Mail Low Volume, Best Direct Mail & Digital, and Best Billing Communication. An Post is calling for entries by 12 April and the Gala Awards ceremony will take place on 09 May.

More information at www.anpostdmawards.com.

adMa

The Australian Direct Marketing Association is offering all 2012 DMA Awards finalists automatic entry into round two of the ECHO Awards 2013. This affiliation with the ECHO Awards will promote the DMA Awards internationally, which means campaigns and hard work will be recognised alongside some of the best campaigns in the world. Because of the affiliation, no extra work is required for creative campaigns to be eligible for the DMA Awards.

More information at www.adma.com.au.

About this publication

Issue 04 | 28 March 2013

IPC Direct Marketing Flash is a quarterly newsletter providing a comprehensive look at new developments emerging in the direct marketing world. It is published by the Marketing department of the International Post Corporation.

If you would like to contribute to this publication or require fur-ther information, please contact: publications@ipc.be.

More information on our publications Contacts

While every care has been taken to ensure the accu-racy of this report, the facts and estimates stated are based on information and sources which, while we believe them to be reliable, are not guaranteed. No liability can be accepted by International Post Corporation, its directors or employees, for any loss occasioned to any person or entity acting or failing act as a result of anything contained in or omitted from this report.

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