Santa Ana Postal Customer Council – April Lunch and Learn

In person only event will be held at the Brea Community Center
We will have 3 speakers 2 industry members and an update from the USPS
Onsite check in begins at 11:00 am program start at 11:30 and ends at 1:00pm

For more info and to register click here https://sapccapril2023.eventbrite.com

Learn how to take advantage of the USPS TSI 5% Postage Savings – Multi-Sensorial, Response Driving Scented Direct Mail and Beyond the Click: The True Value of Interactive Direct Mail Attribution

Speakers Bio

Mark Bernstein is President of Scentisphere, LLC., a scent marketing and activation company working with global consumer package good and fragrance brands to incorporate proven fragrance and flavor sampling technologies within omnichannel media plans. Mark oversees Scentisphere’s Business Development team working closely with end clients, their agencies and vendor partners to support in project planning and implementation.

Frank Arostegui is Executive Vice President Sales & Marketing at American Litho, The Nation’s fastest growing direct and omnichannel marketing production firms. Frank brings more than 30 years of collaborative sales experience to his current role, which he assumed in 2013. As the company’s top sales and marketing executive, he sets the direction for ALitho’s relationships with Fortune 100 clients around the globe.

Frank began his career in the print industry in 1994, and since that time he has developed and nurtured relationships with clients on behalf of the nation’s largest and most prestigious printing companies, including Banta, Moore and R.R. Donnelly.

Frank and his wife recently celebrated their 28th wedding anniversary. Together, they have raised three talented and creative daughters: Samantha, 25; Sophia, 22; and Sylvia, 20.

In his personal and professional life, Frank has shown the ability to work for comprehensive solutions to the problems he encounters. He seeks to set the same example for his daughters and for all those he works with.

USPS TSI 5% Postage Savings – Multi-Sensorial, Response Driving Scented Direct Mail –

• Research on Scent Marketing & Scented Direct Mail Campaign
• How to Execute a Scent Marketing Campaign
• Flavor and Fragrance Sampling Technologies that qualify for 2023 USPS TSI Promotion
• Best in Class Scented Direct Mail Executions – Consumer Products, Fragrance, and Non-Fragrant Brands

Beyond the Click: The True Value of Interactive Direct Mail Attribution

• Customer Journey: important to talk about this to set the stage (Attached)
• Direct Mail: Greatest ROI of all channels
• Direct Mail: Highly Targeted, Personalized Messaging Specific to Recipients (Consumers) with greatest propensity to respond and convert
• Direct Mail: Neuroscience of Touch (Tactile / Sensory), elicits response via haptic receptors in the brain
• Direct Mail: generates greater LifeTime Value
• How Consumers Respond: 75.1% via web regardless of how marketing offer was delivered
• Direct Mail Attribution: (Not last click)
  • QR, QRAR, PURL’s, etc.
• Retargeting : Driving Consumers back to abandoned carts
• Rising costs of all digital channels
  • Digital Fatigue / SPAM / Consumer Fear: Cyber crime

Beyond the Click: The True Value of Interactive Direct Mail Attribution

As the digital age continues to evolve and new marketing techniques are developed it may seem that the physical form of direct marketing is becoming increasingly obsolete.

However, this has never been further from the truth. And as the dust from the global Covid-19 pandemic begins to settle and a “new normal” emerges, direct mail marketing techniques continue to deliver unparalleled levels of success to businesses and organizations around the world, thanks to new and emerging technologies that enhance direct mail attribution in sales and marketing channels and reinforce its value as a powerhouse omnichannel marketing enabler. Direct mail is no longer the outsider, working in its own silo, it is in fact the driver for all channels.

Direct Mail Combats Digital Fatigue to Drive Growth

Between e-mail inboxes stuffed to the gills, constant media messaging, and social media posts, consumers are inundated with daily digital noise. On top of this, it is becoming increasingly difficult to discern what is real and what isn’t as the veracity of information presented on the web begins to develop scrutiny.

It is becoming increasing difficult for digital marketing alone, to fight for the attention of the customer … And in steps direct mail to save the day.

Direct mail provides an opportunity to cut through digital fatigue by tangibly connecting with customers. In fact, 87% of customers trust the direct mail they receive as opposed to just 43% that feel similarly to email marketing (Royal Mail Market Reach, Neuro-Insight 2018) with 66% of it being opened and 82% of that read for a minute or more (Infotrends 2015).

71% of consumers also feel that direct mail delivers a more personable experience than online digital communication (USPS Delivers 2020/21) resulting in a more intimate connection to the brand. Incidentally, improved trust in brand messaging has the power to inspire action within the customer, and 25% of customers that have received direct mail marketing within the past 12 months have gone on to perform the desired conversion of the mailer resulting in a year over year increase of gross revenue by 16.09% for companies utilizing direct mail marketing (ANA Presentation, 2022).

There is no argument that most businesses would not survive without a digital presence, or the reach that digital marketing provides however, imagine being able to support the versatility of digital with a powerhouse platform that seamlessly cuts through and aligns trust and personal interaction while providing significant levels of higher ROI, in fact 112% (ANA Response Rate Report, 2021) versus its closest rivals with SMS (102%), email (93%) and paid search (88%).

Well now you can. Let us introduce you to Interactive Direct Mail.

 Interactive Direct mail is particularly conducive to multichannel omnichannel marketing as it can provide consumers with seamless access to aligned content on a platform of their choice. When powered by QR Codes, PURL’s and Augmented Reality, it can then take this to the next level with mail list synchronization delivering exceptional brand experiences through unique QR codes that serve consumer specific personalized content, calls to action and even landing pages via PURLs.

These same unique QR codes can even supply geo-related content and calls to action specific to a region where the mail piece was scanned from, and even support social sharing, digital retargeting and automated communication functionality.

Last but definitely not least; Interactive Direct Mail has been shown to increase response rates to as high as 35% (PI World); which along with USPS’s support through their Emerging and Advanced Technology Promotion clearly shows that this highly evolved version of direct mail is here to stay for the long term – and rightfully so. All this from a direct mail piece!