User experience in the public sector so inherent to the Brazilian consumer behavior. Experience Marketing.

1. Author: Fernando dos Santos Rodrigues
EMPRESA BRASILEIRA DE CORREIOS E TELÉGRAFOS
AGENCY CUSTOMER SERVICE CONCEPT
EXPERIENTIAL MARKETING

2. Experiential
Marketing can be
incorporated into
State-owned
enterprises?

3. GENERAL CONTEXT
The central element of this research was to investigate
how the marketing of experience can help public
companies from Brazil to connect the consumer with
your brand relevant and memorable way, thus
moving away from the traditional model to show
features and benefits of products and services.
Is a relatively new concept in Brazil, having been
already used in countries such as England, the United
States of America, France, Belgium, Portugal,
Germany, Japan, Australia, among others. This
approach is interesting because it offers a diverse
response to the increasingly negative reaction of
consumers in relation to form the traditional marketing.

4. CASE: AGENCY CUSTOMER SERVICE CONCEPT
 Through experiential marketing, can be met with an
interaction between a brand and its consumers, aims to offer
pleasant experiences to the Group of potential customers,
being able to generate a positive and permanent
relationship with the brand.
 With the change of perception of consumers in choosing the
brand by intangible value and no longer by the
technological value, people are choosing to spend their
money with interesting and positive experiences, or better,
with the experience and with the rewarding moments that
bring emotional benefits than only with products and services.
EMPRESA BRASILEIRA DE CORREIOS E TELÉGRAFOS

5. The agency concept post office was
opened in 6/3/2014 in the city of
Brasília District Federal of Brazil,
brought great innovation the first self-
service terminal for sending and
receipt of orders. Containing 430
square meters, the Unit received new
ambiance, modern look, with unique
areas and items that take into
account environmental sustainability,
such as water-saving faucets and
furniture produced with certified
wood.
The self-service terminal enables
customers to withdraw their orders
using previously passwords sent by
SMS or email. In addition to passwords,
you may request customer’s electronic
signature. The terminals also have
front-facing camera, which brings
more security at the time of the
transaction..
BRAZIL POST OFFICE

6. CHALLENGE: The Agency post Concept was developed an
interactive project that offers electronic digital games, provision of
packaging images in 3D augmented reality, audiovisual message
with 3D information, products and other services of the post office.

7. INVESTMENT IN LOGISTICS AND E- COMMERCE BY
THE STATE COMPANY-POST OFFICE.

8. DIFFERENTIATING THE BRAND EXPERIENCE MARKETING
AGENCY
CONCEPT
POST OFFICE

9. The use of experiential marketing in
state institutions is not so easily
applied as is in private companies,
which can vary from institution to
institution their applicability with
regard to policies and rules of this
concept. The intention is to provide
good quality service and thus make a
difference in the way of meeting the
needs of society as a whole.
In this example of experimental hybrid,
the State mail and Telegraph Company
- managed to create in a single space,
an innovative idea for you to
experience the values and the main
features of the mark. In addition to the
modern design, the Agency Concept,
you will find important attributes:
Convenience and sustainability, service
excellence, accessibility and comfort,
and most importantly, gives the
company a quality service by improving
the efficiency of management publishes
being a model to be copied by other
State bodies.
AGENCY COSTUMER SERVICE CONCEPT - Example of
experimental hybrid-owned company-Post Office

10. DISSEMINATES MEDIA AGENCY CONCEPT
VISIT ONLINE: https://www.youtube.com/watch?v=qiC1xus7IOk&feature=youtu.be

11. Important to note that the use of experiential marketing is still shy in Brazil but
has been gaining strength in this integration between customer, product and
brand. In the public sector is something new to be assigned before the
provision of service to the citizen. Despite the concept Agency be cited as
one of the pioneering State-owned enterprises in creating emotional bonds , is
still very small considering the number of existing public companies in Brazil.
Thus, the use of experiential marketing in public administration can be applied
to various key sectors of society, such as education, security, health and
others. There is a complexity of marketing in the public sector and improve
services to Brazilians citizens, being open to new discussions and proposals of
other methods that can exploit with greater accuracy the relationship of the
Government with the citizen.
EXPERIENCE MARKETING

12. “
”Santa Claus Post Office - take your card and make a
child happy
In the experiential field, the
State-owned post office has
other projects, one of the
projects is linked to the social
area. Held for more than 20
years, the Santa Claus Post
Office is one of the largest
Christmas Brazil’s social actions.
the campaign includes,
besides the letters from
children of society who write
directly to Santa Claus, letters
from school children from
public schools( until the 5th
grade of elementary school )
and partner institutions such as
kindergartens, shelters,
orphanages and other social
centers.

13. FINAL CONSIDERATIONS
Even with the various difficulties of a State-owned company,
the post Office managed to create an innovative space
that offers self-service terminal with possibility of access after
business hours, free Wi-Fi, video wall, executive room for
negotiation service, sale of own and third parties products,
in addition to the products and services that you already
know, our special service SEDEX and Postal Bank banking
service.
‘s presentation sought to bring into discussion the concept of
experience marketing bringing reflections on the subject,
possibility of dialogue about the user experience on public
sector so inherently to the Brazilian consumer Behavior,
marking it clear that the use of marketing in public institution
has the purpose of bringing government and citizens not of
fool them by hiding the deficiencies of public administration.

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