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The future of correspondence
 

The future of correspondence

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    The future of correspondence The future of correspondence Presentation Transcript

    • July 2013 CORRESPONDENCE THE FUTURE OF
    • WHAT WE’LL COVER (cont’d.) 2 TABLE OF CONTENTS Executive Summary ....................................................................................................................3 Slow Communication...................................................................................................................4 The Fusion of Digital and Physical ................................................................................................ 11 Case Studies: Eight Innovative Direct Mail Campaigns ........................................................................ 19 Things to Watch: Delivery Lockers, Rethinking Email and Simplifying Addresses and Stamps ....................... 21 Appendix............................................................................................................................... 24 ........................................................................................... 24 Additional Charts .................................................................................................................. 26 A note to readers:
    • WHAT WE’LL COVER (cont’d.) 3 and easy options have proliferated: faxes, then emails, then text messages and tweets, among other things. leverage the power of mail. Methodology EXECUTIVE SUMMARY TOM ALLASON, founder and CEO, Shutl EVAN BAEHR, ALEXA HIRSCHFELD, EXPERTS AND INFLUENCERS* *See Appendix
    • 4Alexander Savin SLOW COMMUNICATION
    • WHAT WE’LL COVER (cont’d.) 5 While people love the while the volume is more manageable. And as the old adage generational breakdowns, see Appendix, Nostalgia: People have always had a fondness for things that speak to older ways of Objectifying Objects: One of our 10 Trends for 2012, this is the notion that people have something to hold, to display or to store as keepsakes. SLOW COMMUNICATION DRIVERS 1A: U.S. When I send someone a letter, it feels more personal than an email When I send something via the mail/post, I feel like the extra effort is worth it when I send a letter or Putting something in the mailbox/ postbox is fun Sending a letter or post is the best way to about him/her 85 85 77 85 80 79 77 72 59 54 letter. We all like to get one. An email, a freight train.” ANDY ROONEY, “What’s Happening to the Post 60 Minutes JOHN O’CONNELL The Guardian
    • WHAT WE’LL COVER (cont’d.) 6 The “Mail Moment”: De-‐Teching: Physical mail seen as warmer, more authentic: As part of our survey, we asked respondents to assign personality traits to Figure 1F SLOW COMMUNICATION DRIVERS ( MANIFESTATIONS WILLIAM HANSON for a present. Only a handwritten letter will do,” The Telegraph AUTHENTIC ORDERLY FRIENDLY SPONTANEOUS & FUN Spontaneous Independent Boring Easygoing Consistent Hardworking True to self Tweets Instant messages Facebook updates/ messages Physical letters Text messages Emails Fun Clever Real leader Down to earth Orderly Smart Reliable Content Friendly 1B:
    • WHAT WE’LL COVER (cont’d.) 7 Sending and receiving physical mail is satisfying: breakdowns, see Appendix, and generational breakdowns, see Appendix, Stationery’s revival: through the mail. Stationery was on our list of 100 Things an August 2012 report from MarketLine. Louis Vuitton Catalogs’ endurance: The Columbus Dispatch noted last year. But, as the paper reported, “there is more life left in those SLOW COMMUNICATION MANIFESTATIONS ( 1C: U.S. 81 89 78 81 84 79 or text, even if the message is the same in the mail/post make me feel more than digital notes Louis Vuitton doors and opportunity for us. … We with this being one of many ways that we VP of marketing, Express, The Columbus Dispatch
    • WHAT WE’LL COVER (cont’d.) 8 SVP of marketing at Express, remarked to the Dispatch Books celebrating old-‐fashioned letter writing: Three books released The Missing Ink: The Lost Art of Handwriting, John O’Connell’s For the Love of Letters: The Joy of Slow Communication and Ian Sansom’s Paper: An Elegy Letter-‐writing programs: A string of initiatives from lovers of postal mail is designed to get more people motivated to write and send letters. Mary Robinette Kowal’s Month of Letters Challenge: In January 2012, the post every day during the month of February (minus Sundays and The World Needs More Love Letters: After she began leaving love letters to strangers on trains in New York City in 2010, The Hand Written Letter Project: published in book form. Social networks for post: League of Extraordinary Penpals: Started in January by two bloggers, designed letterset that’s available only to members. Swap-‐bot: Real: “The word post has been stolen ... it’s our aim to take it SLOW COMMUNICATION MANIFESTATIONS ( League of Extraordinary Penpals
    • WHAT WE’LL COVER (cont’d.) 9 Mail subscription services: Abe’s Peanut is an offshoot for kids. SLOW COMMUNICATION MANIFESTATIONS ( Abe’s Penny Unwrap the process: Remember that physical mail can build emotional connections: interviewee explained to The Wall Street Journal WHAT IT MEANS
    • WHAT WE’LL COVER (cont’d.) 10 Use real-‐world mail to create rich experiences: Simply to digital marketing. Turn the mail piece into a product: (See Help connect consumers in slower ways: As more SLOW COMMUNICATION Even with the iPad, [the tablet] has that wonderful medium that is paper, EVAN BAEHR, WHAT IT MEANS ( BMW Fast Company Small businesses often operate at a disadvantage, MP MUELLER, Handwritten Notes,” The New York Times
    • 11 AND PHYSICAL
    • WHAT WE’LL COVER (cont’d.) 12 The allure of digital: The allure of physical: Worlds Colliding: MAPPING DIGITAL ELEMENTS ONTO PHYSICAL Interactive mail: QR codes on bills: Monarch Airlines: DRIVERS MANIFESTATIONS
    • WHAT WE’LL COVER (cont’d.) 13 MANIFESTATIONS ( Postagram Volly Manilla Postagram: of the photo, enables sharing via Twitter, and provides the option to reply with a Postagram. The app will also Digitizing physical mail: Outbox: E-‐billing services: largest mailers in the U.S. Postal services: monthly fee to use NetPosti.
    • WHAT WE’LL COVER (cont’d.) 14 MANIFESTATIONS ( Swiss Post Box MAPPING PHYSICAL ELEMENTS ONTO DIGITAL Digital-‐into-‐physical cards: testing a tool that lets members Brand initiatives: Brands have been deliveries. Marketers have used responses. When the Web offers so in terms of time and paper has that the Web doesn’t have it somewhere.” ALEXA HIRSCHFELD,
    • WHAT WE’LL COVER (cont’d.) 15 MANIFESTATIONS ( eHarmony USPS For Valentine’s Day 2012, eHarmony Australia developed an easy way to SPEEDIER DELIVERY delivery window for online orders. E-‐commerce providers: smaller online boutiques to partner with large retailers.
    • WHAT WE’LL COVER (cont’d.) 16 MANIFESTATIONS ( eBay Shutl Startups: explained to the L.A. Times. “You press a button and [in] under an hour the item that you so desire is in your hands.” TOM ALLASON, founder and CEO, Shutl
    • WHAT WE’LL COVER (cont’d.) 17 Go omnichannel: third parties to provide this offering. Put the consumer in control: trust, as well as a greater willingness to read and open any mail are delivered and in what format. And Canada Post helps WHAT IT MEANS Outbox Earth Class Mail
    • WHAT WE’LL COVER (cont’d.) 18 WHAT IT MEANS ( Simplify the sending process: Show digital and physical media aren’t so far apart: To some digital natives and others immersed in the virtual world, postal partnered with Postagram, allowing people to send their promotion with Coppertone. Ease environmental concerns: Explore faster delivery:
    • WHAT WE’LL COVER (cont’d.) 19 CASE STUDIES Seda, “Shampoo Paper”: trendsetters, printed with an invitation to the Sónar festival, Union Bank of India, “Bouncing Mail”: BMW, “The M Press”: in November. Telecom, “Big Thank You”: Seda Union Bank of India BMW
    • WHAT WE’LL COVER (cont’d.) 20 CASE STUDIES Australia Post UNICEF Australia Post, “Big Yellow Suitcase”: provides an affordable way to send luggage from a hotel and avoid Kit Kat, “Kit Kat Mail”: GGRP, “Cardboard Record Player”: UNICEF, “Fahad’s Arm”:
    • WHAT WE’LL COVER (cont’d.) 21 DELIVERY LOCKERS USPS BufferBox Postal services: Amazon/Walmart: up items from a nearby site rather than wait at home for deliveries. U.S. stores this summer. BufferBox/Kinek: Cleveron: Itella grocery pickup: the pilot stage.
    • WHAT WE’LL COVER (cont’d.) 22 stubbornly 1.0. Messages arrive with unreliable speed (who hasn’t had an for a few days, or even hours. Smarter inboxes: The email inbox, though familiar, is hardly intuitive. Even Better mail management: sorting of important and unimportant emails, they appear at a later time. .Mail, an app in attention. Handle offers priority lists and easy a reply. RETHINKING EMAIL Mailbox intrusive than the telephone and faster as designed, it’s a virtual nightmare.” JENNA WORTHAM, “ to Deluge,” The New York Times
    • WHAT WE’LL COVER (cont’d.) 23 Fixing the address problem: mail as often as they used to, they’re less diligent about keeping to get addresses from friends via apps. SoPost: Sincerely’s Magic: Postcard on the Run’s Postal Gopher: The app will request your friends’ addresses via email or text with the details. Simpler stamps: does Sweden. RETHINKING EMAIL (cont’d.) SIMPLIFYING ADDRESSES AND STAMPS An address should be where you are, or where you want things to be somebody has for you. … SoPost is about turning
    • APPENDIX: MORE ABOUT OUR EXPERTS/INFLUENCERS
    • WHAT WE’LL COVER (cont’d.) 25 APPENDIX: MORE ABOUT OUR EXPERTS/INFLUENCERS TOM ALLASON, founder and CEO, Shutl EVAN BAEHR, ALEXA HIRSCHFELD, Fortune’s “10 Most Powerful Women Entrepreneurs” and was one of Fast Company’s
    • APPENDIX: ADDITIONAL CHARTS
    • 27 APPENDIX: ADDITIONAL CHARTS 1D: When I send someone a letter, it feels more personal than an email When I send something via the mail/post, I feel like the extra effort is worth it when I send a letter or Putting something in the mailbox/ postbox is fun Sending a letter or post is the best way to about him/her 85% 77% 80% 77% 59% 83 77 80 77 71 85 76 79 82 59 85 76 81 76 51
    • 28 APPENDIX: ADDITIONAL CHARTS 1E: When I send someone a letter, it feels more personal than an email When I send something via the mail/post, I feel like the extra effort is worth it when I send a letter or Putting something in the mailbox/ postbox is fun Sending a letter or post is the best way to about him/her 85% 85% 79% 72% 54% 81 85 78 75 62 89 88 84 76 59 87 84 78 73 51
    • APPENDIX: ADDITIONAL CHARTS 29 AUTHENTIC ORDERLY FRIENDLY SPONTANEOUS & FUN Spontaneous Independent Boring Easygoing Consistent Hardworking True to self Tweets Instant messages Facebook updates/ messages Physical letters Text messages Emails Fun Clever Real leader Down to earth Orderly Smart Reliable Content Friendly 1F:
    • APPENDIX: ADDITIONAL CHARTS 30 : is more meaningful or text, even if the message is the same in the mail/post make me feel more than digital notes 81% 78% 84% 78 77 85 79 79 80 82 78 85 1H: is more meaningful or text, even if the message is the same in the mail/post make me feel more than digital notes 89% 81% 79% 88 84 77 84 76 77 93 82 84
    • JWT: @JWT_Worldwide. JWTIntelligence: Cover Credits: 1. 2. 3. Hub billibala Maarten Takens khrawlings 10. egg™ 11. Joel Washing | @JWT_Worldwide | | @AnxietyIndex Written by Will Palley Director of trendspotting Editor Trends associate Contributors Aaron Baar SONAR™ Mark Truss Design Peter Mullaney The Future of Correspondence Ann M. Mack Will Palley @wpalley © 2013 J. Walter Thompson Company. All Rights Reserved. CONTACT: CORRESPONDENCE THE FUTURE OF 1 2 4 3 5 6 7 8 9 10 11