4. Snapshot of Media Landscape
Facebook -- 800 million active users
Twitter -- 300,000 new users per day
YouTube -- 2 billion views each day
SMS -- 2.5 billion US text messages per day.
Magazines -- 346 million copies sold in 2011 (#8092
websites)
Mobile Phone Users -- 228 million.
Direct Mail -- 25 pieces of mail per week to average
consumer
consumers can be reached on an average
of 7.2 personal channels
4
5. On any given day, the average customer will be exposed
to 2,904 media messages, will pay attention to 52 and
will positively remember 4.
S uperP rofile 2010 and other s ources
5
6. Print should be part
of the media mix.
It is portable,
profitable, renewable,
measurable,
trustworthy,
manageable and
should be considered
a key element in all
marketing campaigns.
6
8. 79% of households say they read or scan their mail daily.
67% of shoppers look at mail and 69% at newspapers at
least once per week for sales and promotions.
57% of marketers “under 35” use direct mail in their
marketing mix.
71% of consumers welcome receiving direct mail from
organizations they are already customers of.
(2010 USPS Household Diary Studies; Nielsen survey, 7/11;
Pitney Bowes, 6/11; Acxiom UK study, 9/11) 8
9. Multichannel Approach
53.1% of marketers use 3-5 marketing
touches per campaign and an average
of 2.7 media channels for a
typical campaign.
The ideal level of communication to
avoid driving away customers is:
• 3 telephone calls
• 3-4 emails
• 9-10 direct mailings.
76% of small/medium businesses say
their ideal marketing mix is a
combination of traditional and digital
communications. Most effective with
response rates, purchases, and more
are advertising (43%), email (38%), and
direct mail (36%).
(Infotrends, 10/10; Journal of Marketing 7/11; Pitney Bowes,
6/11)
9
11. Every Door Direct Mail®
Definition: An efficient and affordable service for businesses that want
to target specific areas in local market without requiring names and
addresses on the mail pieces.
Standard mail format New, simpler, format
PRSRT STD
Permit Indicia EDDM Retail Indicia ECRWSS
U.S.POSTAGE
PAID
EDDM Retail
Regular mail address label
Every Door Direct Mail
address label
11
12. Why Customers Use Every Door Direct
Mail®
• Cost Effective: Postage as low as 14.5¢ a piece
• Reach: Up to 85% of a store’s customers comes from a
5-mile radius.2 Now you can reach every address in the
area surrounding your business with Every Door Direct
Mail® service
• Ease: Every Door Direct Mail Online Mapping tool
makes it easy to prepare the necessary paperwork and
find the customers that matter most.
Source: BizReport 2010 12
13. What Customers Are Saying…
“Every other month I send out 5,000 menus, and this year versus last
year we are up 22%”
– Daniel F.
Franchisee, Vocelli Pizza
“We had more than 100 people come in with their mailings, so we
grew very quickly for a new store opening”
– Chris A.
Director, Zips Dry
“This has helped us build our business. We’re seeing an increase in
patient count each month”.
–Earl R.
Owner, Doctors Express
13
14. Every Door Direct Mail Retail®
Customers
• Over 165,000 transactions
• Average sale is $293.16
• Average mail quantity is 2,049
• Pizza shops, Landscapers,
Quick Service Restaurants,
Realtors, Dry Cleaners, Local
Retailers, Fitness locations,
Small Office suppliers
14
17. Online Mapping Tool
Enter in
your
search
criteria
Select
delivery
information
17
18. Online Mapping Tool
Select your
routes
Blue - Selected business and residential routes.
Purple - Route currently viewing
Green- If available Business only routes
18
20. Objectives
• We are a provider of EDDM-Retail®
– Turn-key direct mail product for local small
businesses
• We are a user of EDDM-Retail®
– Franchisees use for local store marketing
20
21. 2012 Strategy
• Key target markets to sell to:
– Political campaigns
– Car washes
– Landscapers
– Labor professionals
– Car dealers
– Retailers
– Restaurants
– Tax professionals
21
22. Tools Created for Franchisees
• Tip sheets
• Prospecting
letters
• Samples
• Templates
22
23. Five Easy Steps to Selling
EDDM-Retail®
1. Identify prospects
2. Reach out
3. Explain how you
can help
4. Follow up
5. Seal the deal
23
24. Why EDDM-Retail® & The UPS Store®?
• Our customers need it
• We are printers
• Size of our network
• Locally owned
• Full service offering makes it easy
• Cost effective
24
28. Franchisee Case Study
• 8,000 pieces sent out
• Shared mailing with local
pizza restaurant
• 1-2 coupons redeemed per
week
• Cost less than ad in local
paper
“[We] had a little bit of a hard time getting it
started, but now I have two more [EDDM-R
projects] pending … You should see the
proposal that I have for the staff of [a local
organization], it’s 25,000 pieces.”
28
29. Network-wide EDDM-Retail® initiative
• Compliment national
advertising for new
initiative
• Templates provided
– 4.25 x 12 or 8.5 x 11
• Minimum 1,000 per
center
• Deliver to Post Office
within two week
timeframe
29
30. Franchisee Feedback
• This was our 3rd EDDM-Retail® drop and
we are continuing to see our customer
counts grow!!!
• It was MUCH easier than I originally
thought! I'm promoting it where ever I can
now!
• Since the Fall, we have done 3 of these
type of mailings and our gross sales are up
10-25% per month over last year.
• Positive results; would definitely do it again
30
31. Customer Case Study
• Cartridge World
– Received 11 responses
within one day
“Having spent large sums of money
over the years on many forms of
advertising-television, radio, email,
various coupon books, etc., I can
honestly say your Direct Mail
Service has yielded the best results
in the shortest amount of time”.
31
32. Key Points
• Ease of use
• Repeatability
• Gets noticed
• Low cost
• Great for small business
32
33. Thank You
Mark Denney David Mastervich
The UPS Store® The U.S. Postal Service®
6060 Cornerstone Court West 475 L’Enfant Plaza
San Diego, CA 92121 Washington, DC 20260-5436
858.455.8934 202.268.7419
33
