PCC Day 09 Results PPT Final


Slide 1:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Results Driven Marketing in a Down Economy…
The words included are:
Name
Title
Event
U.S. Postal Service
End of text information.

Notes:
Use this slide to introduce yourself and the topic at hand.  If you would like, also provide a bit of background about yourself including your title and work at USPS.  

Let me begin today’s presentation by talking about four companies that have been impacted by these challenging economic times. 
Wild Dunes Resort, located in South Carolina found themselves behind pace on opening a brand new luxury product.  They had been impacted by shortened booking windows, issues with hurricanes in the southeast region, as well as the economic downturn.  They knew they had one opportunity to capitalize on an offer to increase room reservations and announce a new luxury resort.
AT&T typically uses a portfolio marketing approach but needed to cut mass media advertising yet continue to be on the consumer’s mind.
Dell wanted to gain market share in the current economy.
Feld Entertainment represents iconic brands but they can’t cut back on branding.
We’ll conclude the presentation by sharing some pretty phenomenal results from each of these companies.  
 NEXT SLIDE
End of Slide 1.


Slide 2:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Today’s Conversation 
The words included are:
(square bullet)The Landscape
(square bullet)Recession Spending in Action: A Look Back in History
(square bullet)Survival Guidelines 
(square bullet)Direct Mail: The Marketing Workhorse
(square bullet)Where to Turn  
End of text information.

Image Information:
At the bottom far right is a black & white picture of a group of people in converstation.
End of Image information. 

Notes:
So, as I discuss marketing in today’s economic environment, keep the challenges of our four companies in mind.  We’ll hear more from them at the conclusion of my presentation.  
1st bullet- Everyone is very familiar with our economic landscape but let me provide the background for today’s topic anyway. 
2nd bullet- We’re also going to cover how history does repeat itself and how we can rely on some successful practices developed years ago to overcome the crisis at hand. 
3rd bullet- We simply took those “Best Practices” and made them into guidelines that current and future marketers should know when faced with a stressed economy. 
4th bullet- At the same time, we want to explain what is meant by Direct Mail being the “Workhorse” of any integrated campaign. 
5th bullet- While sometimes it all seems to be bleak, we at the USPS are going to provide a light at the end of the dark tunnel. 

NEXT SLIDE
End of Slide 2.



Slide 3:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Today’s Economic Landscape 
The words included are:
(square bullet)GDP growth turns negative
(square bullet)Job losses accelerate
(square bullet)Housing market stalls
(square bullet)Families feel the pressure
(square bullet)Wages still up due to low inflation
End of text information.

Image Information:
At the far left is a snapshot of an arial shot of Jerusalem today.  Under the snapshot is the words:
Source: Economic Snapshot, Center for American Progress, April 2009
End of Image information. 

Notes:
GDP growth turns negative: In the fourth quarter of 2008, GDP declined at an annual rate of 6.3 percent, the largest decline since the first quarter of 1982. The drop in growth reflected a 4.3% decline in consumer spending, a 22.8% fall in spending on homes, a 21.7% decrease in business investment spending, and a 23.6% drop in exports.

Job losses accelerate: The U.S. economy shed 663,000 jobs in March 2009. Since the recession began in December 2007, the economy has lost 5.1 million jobs, 2.7 million of them or 53.4 of the total in just the last four months. 

The housing market stalls: New home sales in January 2009 amounted to an annualized, seasonally adjusted rate of 337,000, 41.1% lower than a year earlier, despite a year-over-year drop in median new home prices of 18.1%. At the current rate of new home sales, it will still take 12.2 months to sell all new houses on the market. Existing home sales were 4.6% lower and their median sales price 15.5% less than a year earlier.

Families feel the pressure: Credit card defaults rose to 6.3% of all credit card debt by the fourth quarter of 2008, an increase of 52.4% from the fourth quarter of 2007.
Wages still up due to low inflation: In February 2009, inflation adjusted weekly earnings were 2.5% higher and hourly earnings were 4.1% higher than a year earlier, largely because of low inflation in recent months. 

NEXT SLIDE
End of Slide 3.



Slide 4:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Consumer Attitudes   
The words included are: 
(square bullet)Economic downturns instill anxiety
(square bullet)Energy and food prices are on the rise
(square bullet)Frugality is standard operating procedure
(square bullet)Pragmatism and escapism are not mutually exclusive
Consumers are saving more, spending less!
Source: Tuning Into The Recession Mind-Set, Forbes, February 2008
End of text information.

Image Information:
At the bottom far right corner is a snapshot of a hand dropping a penny into a piggy bank.
End of Image information. 

Notes:
Consumer Attitudes 
(round bullet)Economic downturns instill anxiety
(round bullet)Energy and food prices are on the rise
(round bullet)Frugality is standard operating procedure
(round bullet)Pragmatism and escapism are not mutually exclusive

Bottom line - consumers are saving more, spending less

Source: Tuning Into The Recession Mind-Set, Forbes, February 2008

NEXT SLIDE
End of Slide 4.



Slide 5:
United States Postal Service Logo in the far right bottom corner.
Has the quoted heading: “Marketers from various industries are feeling the pinch of belt-tightening with their budgets.”  
The words included are:
Source: Economic Conditions Forcing Marketers To Reduce Advertising Budgets, ANA Survey, 2008 
End of text information.

Image Information:
At the bottom center is an snapshot of a dollar bill  with a belt on each end tightening it.
End of Image information. 

Notes:
NEXT SLIDE
End of Slide 5.



Slide 6:
United States Postal Service Logo in the far right bottom corner.
Has the heading: The Marketing Snapshot  
The words included are:
(square bullet)69% are reducing advertising budgets 
(square bullet)63% are reducing production budgets 
(square bullet)63% are being challenged to reduce expenses and cut costs
(square bullet)61% eliminating or delaying new projects
(square bullet)63% restricting travel
Source: Economic Conditions Forcing Marketers To Reduce Advertising Budgets, ANA Survey, 2008 
End of text information. 

Image Information:
At the bottom far right is a snapshot of a group of 5 business people around a desk in a meeting.
End of Image information. 

Notes:
What Your Customers Are Facing:

Marketing and advertising industry statistics
Marketers from a broad cross-section of categories and industries are feeling the pinch of belt-tightening with their budgets 
(round bullet)Reducing advertising campaign media budgets (69 percent) 
(round bullet)Reducing advertising campaign production budgets (63 percent) 
(round bullet)Challenging agencies to reduce internal expenses and/or identify cost reductions (63 percent) 
(round bullet)Departmental travel and expense restrictions (63 percent) 
(round bullet)Eliminating or delaying new projects (61 percent)
- Source: Economic Conditions Forcing Marketers To Reduce Advertising Budgets, ANA Survey, 2008

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End of Slide 6.



Slide 7:
United States Postal Service Logo in the far right bottom corner.
Has the quoted heading: “In fact, SPENDING MORE during tough times when competitors may be scaling back is a good way to...
The words included are: 
Source: Bob Liodice, President and CEO of the ANA
End of text information.

Image Information:
At the bottom center is a snapshot of a pile of paper money.
End of Image information. 

Notes:
“In fact, spending more during tough times when competitors may be scaling back is a good way to strategically boost market share, because this often helps brands come out ahead when the economy rebounds. Before rushing to slash marketing spending, it is important to carefully evaluate how effective short term budget management can lead to significant long term benefits.” 

Source: Bob Liodice, President and CEO of the ANA
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End of Slide 7.



Slide 8:
United States Postal Service Logo in the far right bottom corner.
Has the heading: A Look Back in History
End of text information.

Image Information:
In the center of the slide is a snapshot of a book of the Rangers Football and it has below is a open book of what would appear to be a newspaper item with the heading as follows:  THE YEAR I'LL NEVER FORGET!
End of Image information. 

Notes:
NEXT SLIDE
End of Slide 8.



Slide 9:
United States Postal Service Logo in the far right bottom corner.
Has the heading: The Great Depression
The words included are:
(square bullet)Many companies benefited from aggressive marketing
(square bullet)Consumers looked for better deals
(square bullet)When spending picked up, loyalty was established
Source: How Brands Thrived During the Great Depression, Strategic Marketing Concepts, February 2009   
End of text information.

Image Information:
At the bottom center is a snapshot of during the Great Depression men walking past a big billboard that has the words: 
JOBLESS MEN KEEP GOING 
WE CAN'T TAKE CARE OF OUR OWN. 
CHAMBER OF COMMERCE
End of Image information. 

Notes:
The Great Depression
It was a time when several companies benefited from aggressive marketing while their rivals cut back. 

Consumers didn't stop spending during the Depression; most just looked for better deals, and the companies providing those better deals came out stronger after the Depression ended. 

When spending picked up, consumer loyalty to those companies remained.

Generally speaking, those companies that not only survived but also thrived during the Great Depression were those that continued to act as though there was nothing wrong and that the public had money to spend. In other words, they advertised.

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End of Slide 9.



Slide 10:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Depression Spending in Action  
The words included are:
(green square bullet)FSC and Beyond
(green square bullet)Ethical Sourcing
(green square bullet)Recycle 100 initiative 
End of text information.

Image Information:
At the center is 2 images that is as follows, from left to right:
Image 1:
A snapshot of a group of people from the 1930's in front of a microphone, reading lines.  The words below the people is as follows:  1933
P&G invents
the soap opera, a perfect
conusmer-sales vehicle.
Above the image is the words:
No company has done more to develop the art of marketing.
At the right of the image is a chart and it is as follows:
1931
Promotion department manager and future CEO Neil McElroy creates modern theory of brand management
1960
P&G wins American Dental Ass. approval of Crest as an effective cavity fighter
1961
The company launches Pampers, the first disposable diaper
1986
Pert Plus, the first shampoo-conditioner combination, is unveiled.
At the bottom under this image is the words:
Chart: P&G: New and Improved How A.G. Lafley is Revolutionizing A Bastion Of Corporate Conservatism, Business Week 2003

Image 2:
3 people from the 1930's.  One lady sitting on a couch.  One man standing and another lady standing, next to a radio, listening.
End of Image information. 

Notes:
Procter & Gamble. 
To this day, P&G maintains a philosophy of not reducing advertising budgets during times of recession, and the company certainly did not make any such reduction during the Depression.

While competitors cut ad budgets, P&G increased its spending.

Radio took P&G's message into more homes than ever, and P&G became a pioneer in effective use of that medium, including its role in creating the notion of soap operas.

NEXT SLIDE
End of Slide 10.



Slide 11:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Depression Spending in Action  
End of text information. 

Image Information:
At the middle is 3 images and they are as follows, 2 on top and 1 on the bottom, going from top - left to right, then bottom:
Image 1:
A snapshot of an advertisment of the Chevrolet Car from the 1930's.
Image 2:
A snapshot of an advertisment of the Chevrolet Car from the 1930's.
Image 3:
A snapshot of an advertisment of the Chevrolet company advertising a 'Drive Carefully Please! Make this Month a No Accident Month' with children sleigh riding.
End of Image information. 

Notes:
During the 1920s, Fords were outselling Chevrolets by 10 to 1.

In spite of the Depression, Chevrolet continued to expand its advertising budget and, by 1931, Chevrolet took the lead in its field.

NEXT SLIDE
End of Slide 11.



Slide 12:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Depression Spending in Action
End of text information.

Image Information:
At the middle is 4 images and they are as follows, 3 on top and 1 on the bottom, going from top - left to right, then bottom:
Image 1:
A snapshot of an advertisment of the Camel Cigarettes from the 1920's.
Image 2:
A snapshot of an advertisment of the Camel Cigarettes from the 1930's.
Image 3:
A snapshot of an advertisment of the Camel Cigarettes from the 1940's.
Image 4:
A snapshot of an advertisment of the Camel Cigarettes from the 1950's.
End of Image information. 

Notes:
In 1920, Camel was the top-selling tobacco product. 

American Tobacco Co. then struck back with the Lucky Strike brand, and by 1929 Lucky had overtaken Camel as the No. 1 brand. 
Two years later, in the heart of the Depression, Chesterfield also overtook Camel. 

Camel countered with a dramatic increase in ad spend and, by doing so, demonstrated the power of advertising during depressed times. 
By 1935, it was back on top. Advertising in its most competitive state.

NEXT SLIDE
End of Slide 12.



Slide 13:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Depression Spending in Action  
End of text information. 

Image Information:
At the center is an cartoonish image of a big jar of Miracle Whip from Kraft foods at a cash register with other foods from the 1930's.
End of Image information. 

Notes:
In 1933 Kraft introduced Miracle Whip – again.

It was first introduced at the 1933 Century of Progress Chicago World's Fair, and became one of the largest food advertising campaigns to ever grace the U.S. media.

The initial effort led to 22 weeks of almost non-stop advertising, including a weekly two hour radio show.

At the end of this 22-week period, Miracle Whip was outselling all other brands of dressing and mayonnaise. In many cases, companies will take advantage of the lower costs to advertise because of the lack of advertising overall. 

NEXT SLIDE
End of Slide 13.



Slide 14:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Survival Guidelines for Businesses 
End of text information.

Image Information:
At the center is an image of a what would appear to be an old Bible laying on the grass but has the word 'SURVIVAL' instead of bible.
End of Image information. 


Notes:
This is going to be a simplistic approach that many companies consider to be the bible during an economic crisis.

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End of Slide 14.



Slide 15:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Examine Your Costs  
End of text information.

Image Information:
At the center is a snapshot of a person using a calculator and writing down figures in a bookkeeping book.
End of Image information. 

Notes:
Obviously, the first step in combating the recession is to examine your costs. 

Think about this as streamlining your business. 

Ask yourself if your daily work is flowing through your company as well as it should. Where can you restructure to make the workflow more effective? 

Are there any processes that can be automated to help you diminish costs?

NEXT SLIDE
End of Slide 15.



Slide 16:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Make Strategic Cuts  
End of text information.

Image Information:
At the center is a snapshot of a $100.00 bill being cut in half with scissors.
End of Image information. 

Notes:
The second strategy for beating the recession is to make strategic cuts. Although nobody likes to do more with less, in this economy, cutting costs is a must. 

That said, you want to ensure that any cuts that are made are truly strategic – to qualify, they must reduce unnecessary overhead and help your firm function more efficiently. 

NEXT SLIDE
End of Slide 16.



Slide 17:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Stay Close to Your Customer
End of text information.


Image Information:
At the center is a snapshot of a group of business people.
End of Image information. 


Notes:
Staying close to your customers is essential. If you aren’t listening to your customers, you won’t be able to meet their needs – and if you’re not meeting their needs, you will lose them. 

Take the time to re-connect with your current customers – ask them to provide you feedback on your services, so that you can see what you’re doing well and where there is room for improvement. 

In this tough economic climate, customer service must be your top priority.

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End of Slide 17.



Slide 18:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Explore New Opportunities
End of text information.

Image Information:
At the center is a snapshot of two cups of coffee.
End of Image information.  

Notes:
Identifying new opportunities is also crucial. Just because there’s a recession doesn’t mean that you can’t attract new customers – and in fact, now is a great time to look for new prospects and cultivate relationships with them. In many cases, companies have taken the opportunity to introduce new product lines that are less costly to produce and can offer them to their customers at a savings rather than discounting their higher-end products. Just “food for thought”…

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End of Slide 18.



Slide 19:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Paper: Think Like a Marketer
End of text information.

Image Information:
At the center is a snapshot of two business people sitting on public seats, one reading a newspaper and the other using a laptop computer, showing the one online and the other offline.
End of Image information. 

Notes:
NEXT SLIDE
End of Slide 19.



Slide 20:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Paper: Monitor the Competition 
The words included are:
If they’re cutting back, it’s the opportunity to consider increasing your marketing budget
End of text information.

Image Information:
At the center is a snapshot of a man and woman sitting at a blackboard, brainstorming over the competitors.
End of Image information. 

Notes:
You should be monitoring your competitors at all times! In this weak economy, there are great advantages to being in front of customers.

NEXT SLIDE
End of Slide 20.



Slide 21:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Paper: Avoid Gimmicks   
The words included are:
Your customers need messages that center on the benefits and advantages of your product or service.
Source: Facts On The Value Of Marketing During An Economic Downturn/Recession
End of text information.

Image Information:
At the far right is a snapshot of three people standing upsidedown on the ceiling in a kitchen, used as a gimmick to promote new housing project.
End of Image information. 

Notes:
You should center your message on the benefits and advantages of your product or service – such as convenience or energy efficiency – rather than making emotional appeals. If you make an emotional appeal make sure it’s on behalf of your company wanting to give something to your loyal customers during these financially stressful times. It’s time to be authentic about how you feel about your most loyal customers. When that’s shared you create the “buzz” which comes from “word of mouth” advertising by your customers.

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End of Slide 21.



Slide 22:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Stress Benefits and ROI
The words included are:
What’s In It For Me
Source: Facts On The Value Of Marketing During An Economic Downturn/Recession
End of text information.

Image Information:
At the far left is a snapshot of a woman with her hand to her face, thinking.
End of Image information. 


Notes:
In direct mail and telemarketing campaigns, use hard-hitting copy with simple but convincing language, a special offer the customer will find hard to pass up, and a strong call to action.

Customers are looking for as much value as possible in a weak economy.

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End of Slide 22.



Slide 23:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Focus on Metrics
The words included are: 
(square bullet)Test
(square bullet)Know the behavior of your segments
(square bullet)Adjust
(square bullet)Watch spending
Source: Facts On The Value Of Marketing During An Economic Downturn/Recession
End of text information.

Image Information:
At the far right is a snapshot of a tip of a inkpen, pointing to a bar on a bar chart.
End of Image information. 

Notes:
Know which target segments are most responsive, once you know who they are you can purchase lists that will expand on those types of customers. Have metrics in place to find out which offers generate the greatest interest, and so on. Then, adjust accordingly. 
Spend every ad dollar carefully.

NEXT SLIDE
End of Slide 23.



Slide 24:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Re-examine the Marketing Mix  
The words included are:
Source: Facts On The Value Of Marketing During An Economic Downturn/Recession
End of text information.

Image Information:
At the center is a snapshot as follows:
DIGITAL IS NOT A SILO
Three boxes with an arrow on top pointing to the left with the word 'DIGITAL' and an arrow pointing at the bottom with the word 'INTERNET'.
Three boxes as follows:
TV
PRINT
RADIO
End of Image information. 

Notes:
Don’t forget that your customers are everywhere and you don’t want to miss any of them in your communications. Integrate your campaigns, don’t risk missing an important segment of your audience. It could mean an additional 10-85% generation of sales revenue. In many cases, online as the only channel misses very big revenue opportunities. Drive your customers online with a Direct Mail piece.

NEXT SLIDE
End of Slide 24.



Slide 25:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Use Direct-Response Techniques 
The words included are:
Hard-hitting copy and a strong call to action
Source: Facts On The Value Of Marketing During An Economic Downturn/Recession
End of text information.

Image Information:
At the center is 2 images and they are as follows, going left to right:
Image 1:
Snapshot of the front of a Blue Cross and Blue Shield Brochure.
Image 2:
Snapshot of the back of a Blue Cross and Blue Shield Brochure.
End of Image information. 

Notes:
These are two examples from Blue Cross-Blue Shield where they made it very clear what their offer is, how long it’s available, and where to go to get it. It’s best to provide many access points (BRM, on-line surveys, phone surveys) for your offer so you don’t inconvenience anyone who can take advantage of it.

NEXT SLIDE
End of Slide 25.



Slide 26:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Direct Mail The Marketing Workhorse 
End of text information.

Image Information:
At the center is a snapshot of a Clydesdale horse pulling a wagon out of a barn. 
End of Image information. 

Notes:
We’re discovering through development and research of case studies, white papers, and articles that Direct Mail is having an impact on the contribution to businesses’ bottom line. It’s one of the many reasons we call it the “Workhorse of Marketing.”

NEXT SLIDE
End of Slide 26.



Slide 27:
United States Postal Service Logo in the far right bottom corner.  
The words included are:
(square bullet)PERSONAL
(square bullet)Use the customer’s name
(square bullet)Provide relevant information
(square bullet)55% of customers “look forward” to receiving their mail
(square bullet)TARGETED
(square bullet)Focuses on a specific group
(square bullet)Strong ROI
End of text information.

Image Information:
At the far right is a snapshot two items, one a mail piece and another a website that has been personalized by using the person's first name. 
End of Image information. 

Notes:
The first core attribute of Direct Mail – it’s personal. 

With Direct Mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they’re more likely to respond. In fact, research shows that 55 percent of consumers “look forward” to discovering the mail they receive. How many people could say that about their e-mail marketing or television ads?

The second core attribute of Direct Mail - it’s targeted. 

Unlike mass communications like radio and TV, which waste your dollars reaching out to an unspecialized audience, Direct Mail can be customized to focus on a small group of individuals. 

By focusing on the “ideal customer,” Direct Mail helps to provide marketers with more bang for their buck. 

NEXT SLIDE
End of Slide 27.



Slide 28:
United States Postal Service Logo in the far right bottom corner. 
The words included are:
(square bullet)FLEXIBLE
(square bullet)Choose from a variety of formats
(square bullet)Include special offers, samples or coupons
(square bullet)TANGIBLE/ CREATIVE
(square bullet)Places your message in their hands
(square bullet)Makes an unforgettable impression
(square bullet)Your piece can be passed along
End of text information.

Notes:
It’s flexible. From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.

It’s tangible. Direct Mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, and coupons. 

A remarkable 81% of households either read or scan their advertising mail.

NEXT SLIDE
End of Slide 28.



Slide 29:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Direct Mail The Marketing Workhorse 
End of text information.

Image Information:
At the center is three images, 2 on top and one on the bottom, going left to right:
Image 1:
Snapshot of a folded brochure and then with it open.
Image 2:
Snapshot of a box with Cd, banana, and three other things that cannot be identified in a box wth the word 'Matter' on the outside of the box.
Image 3:
A snapshot of a expanded envelope.
End of Image information.

Notes:
Dimensional Direct Mail is never passed up. Let’s face it, we all want to know what’s in a box or expanded envelope.

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End of Slide 29.



Slide 30:
United States Postal Service Logo in the far right bottom corner.
The words included are:
(square bullet)MEASURABLE
(square bullet)Easy to track the results
(square bullet)Allows you to adjust mailings based on success
(square bullet)Calculate price per lead
(square bullet)GREEN
(square bullet)Post-consumer content
(square bullet)Consider paper weight
(square bullet)Alternative materials
(square bullet)Chemical-free processes
(square bullet)Experiment with formats
End of text information.

Image Information:
At the far right is a snapshot of a windmill farm.
End of Image information.

Notes:
Direct Mail is also measurable. 

Direct Mail is one of the few media channels that gives you the ability to track the success of your campaigns. Whether using a single media channel or many, mail can help make the overall initiative stronger, more targeted, and more measurable. What’s more, by adding mail – with its unique benefits – to the media mix, you will enhance the strengths of the other media.
 
Measurement is as simple as counting the inquiries you received or counting the number of coupons redeemed. By tracking and analyzing your results, you will see what's working and can make adjustments to future mailings if needed.

NEXT SLIDE
End of Slide 30.



Slide 31:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Results Driven Marketing 
End of text information.

Image Information:
At the center is three images, 2 on top and one on the bottom, going left to right:
Image 1:
Snapshot of a folded brochure and then with it open.
Image 2:
Snapshot of a box with Cd, banana, and three other things that cannot be identified in a box wth the word 'Matter' on the outside of the box.
Image 3:
A snapshot of a expanded envelope.
End of Image information.

Notes:
At this time, I’d like to share a campaign the USPS launched in May of this year. So far, we’re getting tremendous feedback and there have been over 13,000 business responders requesting fulfillment of a DVD containing several successful case studies from very recognizable companies.

NEXT SLIDE
End of Slide 31.



Slide 32:
United States Postal Service Logo in the far right bottom corner.
Has the heading: The Reason 
End of text information.

Image Information:
At the center is four images going left to right:
Image 1:
Snapshot of a dictonary open and showing the definition of the word 'Recession'.
Image 2:
A Snapshot of BusinessWeek magazine front cover.
Image 3:
A Snapshot of Time magazine front cover.
Image 3:
A Snapshot of The Economist magazine front cover.
End of Image information.

Notes:
This was our campaign philosophy and our segmented audience…
Campaign philosophy: Companies – both large and small – need to know how Direct Mail can help them increase profits in a recession. 

The USPS is using this advertising campaign to reach out to Direct Mail users from a number of different industries, including: advertising, marketing and printing, among others. 

The USPS is also using this campaign to educate the marketers of tomorrow – undergraduate and graduate students currently studying business and marketing. 

NEXT SLIDE
End of Slide 32.



Slide 33:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Components
End of text information.

Image Information:
At the center is two images going left to right:
Image 1:
Snapshot of a dossier-looking Outbound Direct Mail.
Image 2:
Snapshot of another dossier-looking Outbound Direct Mail.
End of Image information.

Notes:
This is the dossier-looking outbound mailer which gives the look and feel of important information inside, like you would find for scientific research.

NEXT SLIDE
End of Slide 33.



Slide 34:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Components
End of text information.

Image Information:
At the center is a snapshot of the interior of the dossier-looking outbound mailer with concise copy with an offer, how to respond to the offer, and what to expect.
End of Image information.

Notes:
This is the interior of the piece.  It contained concise copy with an offer, how to respond to the offer, and what to expect…

This Direct Mail invitation included personalized URLs for participants to respond online, as well as including a BRM for an alternate response mechanism.  We also asked a few survey questions to get to know our customers better.

NEXT SLIDE
End of Slide 34.



Slide 35:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Components
End of text information.

Image Information:
At the center is three images going left to right:
Image 1:
Snapshot of a page 4 fulfillment piece.
Image 2:
Snapshot of a page 5 fulfillment piece.
Image 3:
A snapshot of a DVD.
End of Image information.

Notes:
The Fulfillment piece included: 
Hands-on toolkit about Direct Mail 
Campaign DVD: Case studies from leading companies, a few of which we are about to discuss.
We also included a survey so we can learn more about our audience, and if they thought the materials we sent them were relevant and helpful.
Of course, you always need to thank your customers so we included a “Thank you” from the USPS for responding and considering Direct Mail as a part of their media mix.

NEXT SLIDE
End of Slide 35.



Slide 36:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Case Studies 
End of text information.

Image Information:
At the center is a snapshot of a variety of different colors and patterns of opened umbrellas.
End of Image information.

Notes:
Now let’s take a look at several companies featured in the DVD fulfillment piece, and how they’re communicating with their customers during this economic downturn.  

NEXT SLIDE
End of Slide 36.


Slide 37:
United States Postal Service Logo in the far right bottom corner.
Has the heading: The Challenges 
The words included are:
(square bullet)Generate reservations for opening of 135 luxury guest rooms and offer discount 
(square bullet)Cut spending on mass advertising media 
(square bullet)Attempt to gain market share when sales are down 
(square bullet)Advertise to promote iconic brands otherwise risk losing customers 
End of text information.

Image Information:
At the far right is four images top to bottom:
Image 1:
A Snapshot of Wild Dunes Logo.
Image 2:
A Snapshot of AT&T Logo.
Image 3:
A snapshot of Dell Logo.
Image 4:
A snapshot of FELD Logo.
End of Image information.

Notes:
It’s not news that the economy is in a slump and the pressure to keep your business growing through these recessionary times has never been greater. Deliver Magazine collaborated with top-notch brands such as Wild Dunes Resort, AT&T, Dell and Feld Entertainment to discuss their marketing strategies and challenges during these tough economic times. 
The challenges each faced are unique:
(round bullet)Wild Dunes was faced with generating reservations, announcing the opening of 135 luxury guest rooms and suites and offering a discount all at the same time.
(round bullet)AT&T had to cut spending during these tough times and decided mass advertising was the one to go because it was difficult to measure the RIO on it.
(round bullet)While still trying to be the world’s largest computer manufacturer, Dell was faced with declining sales and was still striving for an opportunity to gain market shares.
(round bullet)In light of the economic downturn, Feld Entertainment still had to advertise and promote their iconic brands such as Disney on Ice, Ringling Brothers Barnum & Bailey, Monster Jam and more.

The common thread was the use of Direct Mail to maintain brand value, stay close to customers, and provide discounts and special offers. As these marketers are showing us, no one can afford to drop customer engagement.

NEXT SLIDE
End of Slide 37.



Slide 38:
United States Postal Service Logo in the far right bottom corner.

Image Information:
At the center is three images going left to right:
Image 1:
A Snapshot of David Rawle from Wild Dunes.
Under this image 1 is the words:
David Rawle
Chairman, Rawle Murphy Advertising, Marketing, and Public Relations Agency
Image 2:
A Snapshot of the Wild Dunes Logo.
Image 3:
A snapshot of the Wild Dunes Brochure.
End of Image information.

Notes:
Wild Dunes Charleston’s Island Resort

NEXT SLIDE 
End of Slide 38.


Slide 39:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Wild Dunes 
The words included are:
(square bullet)Challenge: 
Launching a luxury product during a recession 
(square bullet)Solution: 
Combine product and incentive offer using a multi-channel marketing campaign
End of text information.

Image Information:
At the far right is a snapshot of the Wild Dunes Logo.
End of Image information.

Notes:
Wild Dunes 
Introduction to the Wild Dunes campaign:
(round bullet)Wild Dunes encountered the challenge of launching a luxury product in the midst of an economic recession 
(round bullet)Wild Dunes had to combine their luxury product with an incentive offer

How Direct Mail helped Wild Dunes maximize other marketing channels
(round bullet)Reached out on a personal level to customers

NEXT SLIDE
End of Slide 39.



Slide 40:
United States Postal Service Logo in the far right bottom corner.

Image Information:
At the center is three images going left to right:
Image 1:
A Snapshot of John Nordberg from AT&T.
Image 2 (directly under image 1):
A Snapshot of the AT&T Logo.
Image 3:
A snapshot of the AT&T mailpiece.
End of Image information.

Notes:
This is John Nordberg, AVP of Creative Services, B to B Marketing for AT&T with a sample of their mailpiece.

NEXT SLIDE 
End of Slide 40.



Slide 41:
United States Postal Service Logo in the far right bottom corner.
Has the heading: AT&T    
The words included are:
(square bullet)Challenge: 
Increase cross-selling among customers despite high turnover 
(square bullet)Solution: 
Integrated plan led with Direct Mail kits
End of text information.

Image Information:
At the far right is a snapshot of the AT&T Logo.
End of Image information.

Notes:
The AT& T Challenge: 
Increase cross-selling among customers despite high turnover 

Solution: 
Their Integrated plan leads with Direct Mail kits

NEXT SLIDE
End of Slide 41.



Slide 42:
United States Postal Service Logo in the far right bottom corner.

Image Information:
At the center is three images going left to right:
Image 1:
A Snapshot of John Klemets from Dell.
Under this image 1 is the words:
John Klemets
Marketing Manager, 
Dell Consumer Division
Image 2:
A Snapshot of the Dell Logo.
Image 3:
A snapshot of the Dell website.
End of Image information.

Notes:
John Klemets, Marketing Manager, Dell Consumer Division

NEXT SLIDE 
End of Slide 42.



Slide 43:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Dell 
The words included are:
(square bullet)Challenge: 
Grow market share despite shrinking budgets and current economy 
(square bullet)Solution: 
Integrated plan with multiple Direct Mail executions
End of text information.

Image Information:
At the far right is a snapshot of the Dell Logo.
End of Image information.

Notes:
Dell Computers
Challenge:
(round bullet)Grow market share in a poor economy
Solution: Introduction to Dell’s “blended approach”
(round bullet)Catalogs and Direct Mail are essential to Dell’s marketing 
(round bullet)Dell stresses the tangible and targetable nature of mailing 

“The biggest strength of Direct Mail is it has a unique ability to speak particularly to customers and to provide a storefront catalog opportunity of being able to describe all the products and services Dell has to offer.” – John Klemets, CRM Manager, Dell 

NEXT SLIDE
End of Slide 43.



Slide 44:
United States Postal Service Logo in the far right bottom corner.

Image Information:
At the center is three images going left to right:
Image 1:
A Snapshot of Jeff Meyer from FELD.
Under this image 1 is the words:
Jeff Meyer
Sr. VP, Marketing & Sales - Feld Entertainment
Image 2:
A Snapshot of the FELD Logo.
Image 3:
A snapshot of the FELD-Disney poster.
End of Image information.

Notes:
Jeff Meyer is the Sr VP, Marketing & Sales for Feld Entertainment

NEXT SLIDE
End of Slide 44.



Slide 45:
United States Postal Service Logo in the far right bottom corner.
Has the heading: FELD Entertainment  
The words included are:
(square bullet)Challenge: 
Continue to advertise to promote iconic brands otherwise risk losing customers
(square bullet)Solution:
Direct Mail lead the way for decision-making of destinations for events and inventory 
End of text information.

Notes:
FELD with its huge traveling shows needed to know in advance whether or not a show would meet with ROI success and Direct Mail helped sell tickets in advance.

NEXT SLIDE
End of Slide 45.



Slide 46:
United States Postal Service Logo in the far right bottom corner.
Has the heading: The Results 
The words included are:
(square bullet)In total, 3,000% ROI from the campaign.  Length of stay increased by 10% from prior years, online revenues increased  by 40%, call-in revenues increased by 20%
(square bullet)Mailing more next year based on the positive ROI generated from this year’s mailing campaign
(square bullet)Early access to a sale’s event generated a 200% ROI
(square bullet)Positive RIO is the indicator for each given market around the country
End of text information.

Image Information:
At the far right is four images top to bottom:
Image 1:
A Snapshot of Wild Dunes Logo.
Image 2:
A Snapshot of AT&T Logo.
Image 3:
A snapshot of Dell Logo.
Image 4:
A snapshot of FELD Logo.
End of Image information.

Notes:
The results from the Direct Mail campaigns implemented by Wild Dunes Resort, AT&T Dell and Feld Entertainment yielded positive results.
(round bullet)Wild Dunes showed a three thousand percent ROI from their mailing campaign. Length of stay increased by ten percent over prior years, online revenues increased by forty percent and call-in revenues increased by twenty percent.
(round bullet)AT&T will be mailing more next year based on the positive ROI generated from their mailing campaign this year during the recession.
(round bullet)Dell’s mailed invitation to an early access sale’s event, generated a two hundred percent ROI.
(round bullet)Feld Entertainment used the positive ROI as an indicator for markets around the country.
Customers need to hear from companies that their products and services remain as vital and affordable to them as before and that their brand is as strong and reliable as ever. 

NEXT SLIDE 
End of Slide 46.



Slide 47:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Summary  
The words included are:
(square bullet)Listen to the market 
(square bullet)Invest in your customers
(square bullet)Offer value and demand greater value
(square bullet)Increase communication
(square bullet)Step up your advertising
(square bullet)Make smart decisions 
End of text information.

Notes:
Think like a Marketer!
As a business, you have the opportunity to reach your customers about the benefits of your products and services.

Direct Mail is an economical and smart way to market during a recession.

Direct Mail allows you to make a one-to-one connection with your customers.

Direct Mail has a longer life span plus, a “Pass Along” value that creates referrals to your business.

NEXT SLIDE
End of Slide 47.



Slide 48:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Resources 
The words included are:
People
(square bullet)Postal Customer Councils
(square bullet)USPS Sales Force 
(square bullet)USPS BSN
Places
(square bullet)Brains on Fire
(square bullet)Brand Channel
(square bullet)Duct Tape Marketing
Things
(square bullet)Deliver and www.delivermagazine.com
End of text information.

Image Information:
At the far right is a snapshot of two ladies sitting at a desk using and looking at a laptop.
End of Image information.

Notes:
Resources:
Where do you turn to get started? Right here, your PCC provides education, resources, and especially networking opportunities like this event.

Let’s not forget that the USPS Sales Force and BSN representatives are ready and available to help you!  Your local Postmaster can help you identify the correct people to work with your company to make direct mail an efficient and effective form of communication. 

Brains on Fire, Brand Channel and Duct Tape Marketing are a few, of many, marketing websites you can review to jump start some ideas for your company.   

If you’d like to learn more on this subject, subscribe the Postal Service’s Deliver magazine, or visit delivermagazine.com, where you will find the latest information about marketing.

We have all sorts of resources for you to choose from on the site, from regular articles to video case studies and tutorials. Come by for a visit!

NEXT SLIDE
End of Slide 48.



Slide 49:
United States Postal Service Logo in the far right bottom corner.
Has the heading: Any Questions??

Image Information:
At the center is a cartoonish person with a question mark in a balloon tip.
End of Image information.

Below the image is the words:
Thank you for your time!
End of Slide 49.