Key to Innovation

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  • A three-part mailing from Cox Communications to boost retention among new customers while driving down the number of in-bound help calls the organization typically receivesA dimensional mail campaign from Siemens Water Technologies to promote its pump restoration services that include a small, model “classic” carThe Blue Octo campaign from Mlicki Inc. that used social media, online, print and mail to promote a new industrial pump for its client, Gorman-Rupp
  • M.A.I.L. EntriesWe received more than two dozen submissionsWe narrowed the list to 10 finalists, which ranged from:A wooden postcard sent by a small Ohio printing company to drive new businessSolicitations to businesses and professionals to subscribe to a mid-size daily newspaper in Tennessee“Santa” letters sent by a men’s Big and Tall retailer to incentivize existing customers to upgrade their wardrobe for the holidaysA hospital in Georgetown that used direct mail to recruit staff for its medical facilities
  • A three-part mailing from Cox Communications to boost retention among new customers while driving down the number of in-bound help calls the organization typically receivesA dimensional mail campaign from Siemens Water Technologies to promote its pump restoration services that include a small, model “classic” carThe Blue Octo campaign from Mlicki Inc. that used social media, online, print and mail to promote a new industrial pump for its client, Gorman-Rupp
  • A three-part mailing from Cox Communications to boost retention among new customers while driving down the number of in-bound help calls the organization typically receivesA dimensional mail campaign from Siemens Water Technologies to promote its pump restoration services that include a small, model “classic” carThe Blue Octo campaign from Mlicki Inc. that used social media, online, print and mail to promote a new industrial pump for its client, Gorman-Rupp
  • Key to Innovation

    1. 1.
    2. 2. Key To InnovationDeliver Magazine & the M.A.I.L. Award<br />
    3. 3. Key to InnovationA Few Words about Deliver Magazine<br /><ul><li>Magazine (6X per year) and website
    4. 4. Innovative ideas for using direct mail</li></li></ul><li>Key to Innovationdelivermagazine.com<br />10,000 visitors monthly<br />Archive of past magazine issues<br />Web exclusive articles<br />Case studies<br />DM 101 section on basics<br />Galleries of creative examples<br />Links to useful mail tools<br />Allows you to submit yourdirect mail campaign or story<br />Search by topic or objective<br />4<br />
    5. 5. Key to InnovationDeliver M.A.I.L. Award Entries<br />Judging<br />Entries were evaluated by the Deliver magazine team, two industry representatives and experts at the Postal Service<br />Entries were judged on three criteria:<br />Creativity (40%) – Did the piece offer an innovative approach to its objectives and in the mailer itself?<br />Results (40%) – Did the program achieve a significant level of results for its target audience and objective?<br />Suitability (20%) – Was the program appropriate for a marketing and promotional purpose?<br />5<br />
    6. 6. Key to InnovationDeliver M.A.I.L. Award Entries<br />More than two dozen submissions<br />Narrowed the list to 10 finalists, which ranged from:<br />A wooden postcard<br />Solicitations to businesses and professionals to subscribe to a mid-size daily newspaper in Tennessee<br />“Santa” letters sent by a men’s Big and Tall <br />Hospital in Georgetown used direct mail to recruit staff for its medical facilities<br />6<br />
    7. 7. Key to InnovationDeliver M.A.I.L. Award Entries<br />Finalists included:<br />A three-part mailing from Cox Communications to boost retention among new customers <br />A dimensional mail campaign from Siemens Water Technologies <br />The Blue Octo campaign from Mlicki Inc. that used social media, online, print and mail to promote a new industrial pump for its client, Gorman-Rupp<br />7<br />
    8. 8. Key to InnovationDeliver M.A.I.L. Award<br />
    9. 9. Key to InnovationDeliver M.A.I.L. Award – Blue Octo Campaign<br /><ul><li> Combined direct mail with social, web and other marketing to create buzz around a new product.
    10. 10. Generated a 10-percent response rate</li></li></ul><li>Key to InnovationDeliver M.A.I.L. Award – Blue Octo Campaign<br />
    11. 11. Key to InnovationBlue Octo – Current RELIASOURCE campaign<br />
    12. 12. Key to InnovationMobile Emergence<br />Only 40% of all phones in US are smartphones<br />Over 14 million people scanned a QR/mobile barcode in June 2011<br />(this is ONLY 6.2% of mobile audience!<br />QR code uptake has increased 4589% from early 2010 to early 2011 <br />Mobile coupons market to double, exceed $4 billion in 2012<br />
    13. 13. Key to InnovationUSPS Mobile Barcode Promotion<br />USPS saw the value in promoting integration of technology with mail<br />Very well received by industry and marketers<br />USPS will continue advocate use of innovative technology with mail<br />
    14. 14. Key to InnovationA Crowded Marketplace<br />
    15. 15. Key to InnovationTrends & Innovations<br />Augmented Reality is an interactive experience where virtual components are dynamically merged into a live video stream in real time. <br />Digital watermarks, much like how QR codes work, are data embedded directly within content which are imperceptible to humans but readable by computers. <br />Mobile image recognition is another innovation that can turn mail into more robust and engaging communications. <br />
    16. 16. Key to InnovationSocial Media and Direct Mail – Chick-fil-A<br />Sent 5000 postcards that drove customers to site to complete survey and activate an offer.<br />Recipients encouraged to share offer through their social networks.<br />Results: 122% response rate<br />
    17. 17. Key to Innovation2012 Deliver M.A.I.L. Call for Entries<br />
    18. 18. Key to InnovationDeliver M.A.I.L. Award Entries<br />2012 Award Deadlines<br />Open for entries – November 15, 2011Download entry form and rules at delivermagazine.com/awards<br />Deadline for entries – January 20, 2012Entries must be postmarked by this date<br />Award announced – April 2, 2012Winner to be honored at National Postal Forum in Orlando<br />18<br />
    19. 19. Questions<br />

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