page 1 proprietary property of the united states postal service mailing digital 2.0: future print...

Proprietary Property of the United States Postal Service

Mailing Digital 2.0:Future Print

Presented for the Twin Cities Postal Customer Council & EVOLVE 2015

Christopher Holder U.S. Postal Service – Sr. Account Representative


Today’s agenda!

I.) Introduction

II.) Augmented Reality – Postal Promotions

III.) AR in Print – The Value Add

IV.) Q&A


Introduction

USPS Representatives

-Consultants for fulfillment optimization, valuable communication and customer acquisition

-Serving most of MN and western half of WI

-Responsible for managing relationships with service providers and also acting as a valuable resource for end-user/client inquiries

-Comprehensive financial analysis for shipping, marketing research for acquisition/retention campaigns


Promotions Overview

Promotions Overview – Brief history

-“Summer Sale” 2009

-USPS Promotions Calendar, 2011-2012: rebate discounts for QR codes, Color in FC print

-Promo Calendar 2013-present: Up-front discounts, flat percentage on Emerging Technology, Earned Value, etc.

-2016 calendar pending PRC approval, channel for suggestions from industry


USPS Emerging Technology Promo

Emerging Technology Promotion

Registration Period: March 15 – November 30, 2015Program Period: June 1 – November 30, 2015

Discount Amount: 2% of eligible postage. The discount is calculated in PostalOne!® and applied to the postage statement at the time of mailing. The 2% discount is deducted from the postage amounts of qualifying product categories that are paid at the time of mailing.


Basic Augmented Reality

2015 Basic Augmented Reality

“Basic AR is technology that allows for a digital view of a real world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video or graphics connecting you to additional meaningful content using the camera and sensors in a smartphone or tablet, AR adds these layers of digital content – videos, photos, sounds – directly on top of items in the physical world. For the purposes of this promotion only Enhanced AR is eligible for the promotion discount.”

(ribbs.gov, 2015)


Enhanced Augmented Reality

2015 Enhanced Augmented Reality

“‘Enhanced’ Augmented Reality (AR) includes all of the above and provides robust features that allow consumer engagement experiences using the technology to relate directly to products and brands. “Enhanced” AR also includes, video animation* and/or 2D-3D interactive graphics playing in front of or over physical objects so they appear to be interacting with the physical object.”

(ribbs.gov, 2015)


AR At Work(?)

Very.co.uk – Style Stars

-Blippar default app-Unique ads triggered by particular pages-Augments the print itself-Measurable response and commercial transaction


AR At Work!

Maybelline NY - COLORSHOW

-Blippar default app-Content triggered by a variety of print ads-Real life elements augmented by computer images-Immersive customer experience-Social aspects

(For more information, visit http://www.mobilemarketer.com/cms/news/software-technology/13158.html)

http://www.mobilemarketer.com/cms/news/software-technology/13158.html




AR At Work!!

IKEA – Monthly catalogs

-“Skinned” app, developed and powered by Metaio (Germany)-Huge variety of AR immersion-Inside pages augment reality-Magazine itself acts as a beacon to trigger additional AR (supplemented objects)-Commercial transactions


AR At Work!!!

Olympus Penhttps://www.youtube.com/watch?v=P9Nd04dW2-M

-Photo card ran in print magazines-Utilized website & web cam rather than AR app & mobile device-Powerful customer experience for informed purchasing-Cutting-edge campaign “Look What You Can Do” 2010

-90,000 visitors first month, double by the second-22,00 watched product tour, 51,000 interacted with AR camera-YouTube channel 300% increase in subscribers-Spike in retail inquiries and sales within 3 weeks (Smith, K. 2011)

https://www.youtube.com/watch?v=P9Nd04dW2-M


Truly Augmented

Key Value Adds to a successful AR Campaign

-Don’t be gimmicky -Incorporate social sharing when possible-Immerse your customer in your product or service-TEST your digital and print aspects for effectiveness (internal & external)-Have USER DRIVEN content

Gartner technology research company analyst Truong Nguyen (cited in Hamblen, 2014) noted that there is so much bad AR because the content is not user-driven.


Christopher HolderSr. Account Representative

m. 651-338-4075 o. [email protected]


http://www.computerworld.com/article/2489346/mobile-apps/4-years-in--

augmented-reality-in-smartphones-has-yet-to-catch-on.html?page=2

https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2015EmergingandAdvancedTechnologyPromotion.pdf

http://www.marketingprofs.com/articles/2011/4642/case-study-how-olympus-spurred-product-awareness-and-sales-with-augmented-reality#ixzz3mP2F0lsb

Resources



http://www.computerworld.com/article/2489346/mobile-apps/4-years-in--augmented-reality-in-smartphones-has-yet-to-catch-on.html?page=2






http://www.marketingprofs.com/articles/2011/4642/case-study-how-olympus-spurred-product-awareness-and-sales-with-augmented-reality





Questions?

Thank You!

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