This document discusses ways for brands to create word-of-mouth marketing through storytelling and engaging customers. It presents two ideas - using maxi-response postcards that customers can send to friends for free, and a mobile postcard app that allows customers to send photo postcards from their phone. Both options give brands control over budgets and ability to measure the impact on sales. The document encourages brands to use these low-cost word-of-mouth strategies for their next marketing event.

1. CREATE WORD OF MOUTH
PRATEN MET
VIA A SIMPLE POSTCARD
JE KLANT VIA
DIRECT MAIL
Stéphane Verbrugge - bpost

2. How a little elephant
became a love brand
brand…
DO YOU
REMEMBER
HIM ?
2

3. Loyalty starts with
great stories
stories…
In marketing we call this:
Product-centric versus people-centric
Source of Focus &
Orientation distinction Startingpoint
Unique Satisfaction
People-centric Engagement CONNECT
proposition
Unique Sales
q
Brand-Centric
Brand Centric Personality PULL
Proposition
Product- Unique Product
Features & Benefits PUSH
centric Offer
3

4. Loyalty starts with
great stories
stories…
The value of storytelling:
Storytelling allows users to share product
experiences and feelings:
p g
• To interact with co-users on a personal level
• To refine their product usage and enhance their
user-experience
p
• To co-create their own stories
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5. Market insight :
People trust above all friends and family
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6. SOME SMART IDEAS…
CREATE REAL CONVERSATIONS
AND ABOVE ALL MAKE PEOPLE DO THINGS…

7. Your next event!
Make a story of it
it…
Idea?
Target
Ta get
Target your best customers…
Idea
Invite them to share with friends how
nice it is to shop in your new store.
Offer them an extra incentive / offer to make them act faster.
Measure
Present your customers with an exclusive offer in your
Direct Mail, and measure the impact on sales.
Measure the word-of-mouth effect…

8. Your next event!
Make a story of it
it…
CREATE
Word o mouth!
o d of out
I
LOVE
BRAND 1 MAXIRESPONSE
MGM POSTCARD
2 MOBILE
POSTCARD

9. Your next event!
Make a story of it
it…
CREATE
Word o mouth!
o d of out
Your fans, clients
can send free postcards
to their friends…and
I they don t need any stamp easy!
don’t stamp…easy!
LOVE
BRAND
I’LL
WAUW!
CHECK IT
I WANT
OUT ALSO
IT TOO
1 MAXIRESPONSE
MGM POSTCARD

10. Your next event!
Make a story of it
it…
CREATE
Word o mouth!
o d of out
1. As an advertiser you can offer
your fans a free postcards
Enjoy that allows to send it for free
Brand x
just like me to their
t th i peers.
2 Member Get Member gives you
2.
full control on your budget
# cards.
3. You only pay for cards
that are send
1 MAXIRESPONSE
MGM POSTCARD

11. Your next event!
Make a story of it
it…
CREATE
Word o mouth!
o d of out
Some existing
examples!
1 MAXIRESPONSE
MGM POSTCARD

12. Your next event!
Make a story of it
it…
CREATE
Word o mouth!
o d of out
1 MAXIRESPONSE
MGM POSTCARD
More info: Contact your bpost Accountmanager
or contact Nicolas Pevenage
email: nicolas.pevenage@bpost.be
p g p

13. Your next event!
Make a story of it
it…
CREATE
Word o mouth!
o d of out
bpost prints photo
on real postcard
and send it to friends…
I
LOVE
BRAND
I’LL
WAUW!
CHECK IT
I WANT
OUT ALSO
IT TOO
2 MOBILE
POSTCARD

14. Your next event!
Make a story of it
it…
CREATE
Word o mouth!
o d of out 1. App is free available for every
SMARTPHONE type
Enjoy 2. As an advertiser you can offer
Brand x
just like me your f
fans a f
free promo code d
that allows to send it for free
to their peers.
3. Promo code gives you
full control on your budget
# cards, #credits is adaptable
4. Promo code gives you as advertiser
also the possibility to add
2 MOBILE
POSTCARD
a branded layer…
y

15. Your next event!
Make a story of it
it…
CREATE
Word o mouth!
o d of out
Existing
example
2 MOBILE
POSTCARD

16. EXPERIENCE IT YOURSELF
YOURSELF…
Download the mobile postcard app!
! PROMOCODE is valid until 31/05/2013
Postcard
! case sensitive
Surf naar: www.bpost.be/mobilepostcard/pro
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17. Your next event!
Make a story of it
it…
CREATE
Word o mouth!
o d of out
2 MOBILE
POSTCARD
More info & tarifs:
Contact your bpost Accountmanager
Or go to
www.bpost.be/mobilepostcard/pro
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18. Other bpost services
Fancy PB
Create a fancy PB-nummer
Vergroot het percentage geopende zendingen door het
frankeermerk te personaliseren!
p
! Enkel mogelijk wanneer u een Direct Mail- of Admin Mail-contract met bpost heeft
afgesloten. Afgesloten. En bij afgiften van minimaal 500 zendingen in een MassPost
(Hyper)Centrum.
Meer info:
p // p / / / / _p /
http://www.bpost.be/site/nl/business/send_post/advertisin
g/addressed/pdf/Fancy_PP_NL.pdf
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19. Thank
y
you ! STÉPHANE VERBRUGGE
DM EXPERT, BPOST
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