Bring Great Marketing Home: Power of Digital-to-Direct-Mail
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Presenter: Lewis Gersh, CEO, PebblePost Lewis Gersh is founder and CEO of PebblePost, guiding corporate strategy and company vision with over 20 years of board and executive management experience.
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Bring Great Marketing Home: Power of Digital-to-Direct-Mail
- 1. Bring Great Marketing HomeTHE POWER OF DIGITAL-TO-DIRECT MAIL Founder & CEO Lewis Gersh
- 2. Disruption in the Physical World Photo Credit: Siraphob Knight
- 3. UNTUCKit Warby Parker Casper American Giant Away Ministry of Supply Beauty CounterThe RealReal Brooklinen Buck Mason CuyanaLively Stance Everlane Dagne Dover Parachute ADAY Glossier KOIO Outdoor Redefining the Customer Experience CREATING A TACTILE EXTENSION
- 4. BRING IT ON HOME
- 5. 88%of key purchase decisions involve the home Home is at the Heart of Commerce 89%of key purchase decisions involve planning DISCUSSED PURCHASE WITH IMMEDIATE FAMILY: 64% DECISION TO PURCHASE WAS MADE AT HOME: 67%
- 6. Home is at the Heart of Commerce Spouse Friend Parent Child Co-worker Sibling 53% 13% 9% 8% 6% 5% 73% 58% 66% 58% 50% 64% INVOLVED IN PURCHASE DISCUSSIONS INFLUENTIAL IN PURCHASE DECISIONS DISCUSSED PURCHASE WITH IMMEDIATE FAMILY: 64% DECISION TO PURCHASE WAS MADE AT HOME: 67% DISCUSSED PURCHASE WITH IMMEDIATE FAMILY: 64% 88%of key purchase decisions involve the home
- 7. 61%of all direct mail recipients find it influential in making purchase decisions.
- 8. Prior to Purchase Time of Purchase Sources are used in the same order regardless of how long it took to make a purchase decision. Social MediaOnline In-StoreDirect MailDirect Mail used closer to the time of purchase Online
- 10. Programmatic Direct Mail transforms real-time online activity into dynamically rendered, relevant direct mail delivered to a consumer's home. PebblePost invented Programmatic Direct Mail®
- 11. + We Bridge Digital & Physical
- 12. + › Data-driven › Intent-based › Timely › Respectful › Long-lasting › Brand safe Programmatic Direct Mail The Best of Both Worlds › Relevant › Automated › Optimized › Fraud-free › 100% viewable › Ad blocker immune
- 13. Sort Save Consider Discuss Respond Taking a More “Hands On” Approach
- 14. Key Takeaways Create new brand experiences by combining digital & physical1 Reach consumers at home, where they make important purchase decisions 2 Use digital data to deliver relevant direct mail to drive conversions across channels 3
- 15. Thank You
Editor's Notes
- [No Click Needed for Animation] Direct to consumer brands are masters of digital disruption, but in order to scale, they’re starting to look beyond digital. They’re realizing that they need to create an end-to-end experience for the consumer. That’s why so many digitally-native brands are expanding into the physical world with popups, flash experiences and even permanent brick-and-mortar locations.
- [No Click Needed for Animation] All I have to do is step outside my apartment to witness this evolution first-hand. Within the past few months, I’ve seen dozens of DTC brands open retail stores all around me in SoHo. We’ve actually mapped out the area and check out all the brands moving in. I’m sure there’s even more than this – this only includes a few from the IAB’s top 250 Direct Brands to Watch list.
- [No Click Needed for Animation] I think it’s pretty clear that digitally native brands are expanding their presence beyond digital -- but if you want to truly connect with consumers in the physical world -- we believe you need to start at home.
- [No Animation] We recently partnered with Murphy Research to better understand the role of home in the path to purchase. And we found out that the home is a central place where decisions are made. We found that nearly 90% of all purchase decisions involve the home. That means the decision was made at home or discussed with family members.
- [No Click Needed for Animation] It’s interesting to how these conversations are taking place at home. 53% of consumers involve their spouse in purchase decisions And 73% consider their spouse to be influential in making those purchase decisions. Even children have a strong influence over purchase decisions [Insert Crosby / Sawyer story here ;)]
- So, if you want to get your message into the home – to spark those impactful purchase discussions and decisions – what better way to do that than to deliver a relevant piece of direct mail. According to the DMA, direct mail still has the highest response rate of any other form of media. Just as “old fashioned” brick-and-mortar locations can enhance a brand’s value by creating a tangible presence, many digital natives are now recognizing the benefit of traditional forms of media. Even Amazon created a holiday toy catalog this year… [CLICK FOR ANIMATION] According to our research, 61% of all direct mail recipients find it influences their purchase decision
- [No Click Needed for Animation] And we found that it plays a central role in the path to purchase. People tend to start their research online and via social channels, but direct mail really drives consideration prior to purchase.
- [No Animation] At PebblePost, we recognize the impact of both digital and direct mail in the path to purchase. In fact, we found that 75% of direct mail users also consult online sources – and that they find both equally influential.
- [No Click Needed for Animation] And that’s why we invented Programmatic Direct Mail®. We are the leading digital-to-direct mail marketing platform. At PebblePost, we capture online intent data to send relevant direct mail that activates buying decisions at home and drives conversions everywhere.
- [No Animation] PDM unites the best of digital with the best of direct mail to drive more conversions.
- [No Animation] It also overcomes the challenges of both digital and direct mail – it’s 100% brand safe, fraud free, ad-blocker immune.
- [No Click Needed for Animation] PebblePost helps brands get their message in hand – at home. We create opportunities for brands to build on intent with a physical reminder that offers prolonged value and a longer-lasting impact than ephemeral digital ads. After all, nobody ever taped a banner ad and said “honey, is this the right one” Consumers can act on their terms – they can share, consider, and discuss with other members of the household, and take action when the time is right for them.
- [No Animation] Create new brand experiences by combining digital and physical Success isn’t a zero-sum choice between e-commerce and physical retail, or between digital marketing and physical collateral. The true brand innovators are combining all of those elements into a package that is greater than the sum of its parts. Reach consumers at home, where they make important purchase decisions Reach consumers where they live. Literally. In the home. Because that’s where most purchase decisions are made – and where most products reside after purchase. Use digital data to deliver relevant direct mail to drive conversions across channels At PebblePost, we recognize the importance of blending traditional and digital formats to create exciting new consumer experiences that drive strong results. Relevance is key. Programmatic Direct Mail® allows DTC brands to continue the conversation by delivering meaningful mail at home. From there, we drive response both online and in the physical world.