• on Apr 14th, 2014 in Products & Services | 0 comments

    The U.S. Postal Service is going Hollywood in its latest marketing effort – a new partnership with Sony Pictures as it rolls out the promotion of “The Amazing Spider-Man 2.” This co-branding and multi-channel marketing push for Priority Mail seem to be catching the attention of consumers, even if scaring off arachnophobic philatelists in the process.

    Commercials on television and in movie theaters, ads on the sides of postal vehicles, online and digital promotional banners, and specially designed packages: consumers are getting hit from many sides in this Priority Mail flat-rate-box promotion. And that is the essence of multi-channel marketing -- communicating with your customers in lots of places.

    While not the first cross promotion or even multi-channel effort the Postal Service has tried, this one is notable in a few senses. The Spider-Man image and web on the side of postal vehicles serve as something of a pilot test for selling advertising space on vehicles, a revenue-generating idea explored in many forums, including this blog. What is consumer reaction to images on these iconic vehicles? Would the public accept other images or do they cheapen the brand? Public reaction could help the Postal Service decide whether to pursue other opportunities for advertising on vehicles.

    Also, this promotion is aimed at a younger audience. As with the Harry Potter stamp, the Postal Service is relying here on a pop culture image to resonate with younger consumers and become more relevant among that crowd. While stamps might be a hard sell to digital natives, package services certainly aren’t. Younger consumers tend to shop frequently online or via peer-to-peer platforms, so they rely on timely and inexpensive package delivery. Perhaps a Spider-Man campaign helps Priority Mail become their go-to product?

    Maybe, or maybe there’s more to it than that. Let us know. Do you think cross promotions with popular cultural events and figures help sell the Postal Service brand to a younger audience? What about using postal vehicles as promotion platforms? Should the Postal Service use its fleet to promote nonpostal products or events? 

  • on Jul 29th, 2013 in Products & Services | 9 comments

    The U.S. Postal Service uses a variety of strategies and media – including direct mail, television, radio, and sponsorships – to advertise, market, and promote its products and services. These efforts also help to build brand awareness for the Postal Service. Some campaigns have succeeded, such as the Priority Mail Flat Rate box campaign, “If it fits, it ships®.” Other efforts have been less successful.

    Over the years, the Postal Service has faced an advertising conundrum. Some have complained that a government monopoly shouldn’t be spending money to advertise. Others have grumbled that the Postal Service isn’t doing enough to promote its products and services, particularly compared to its competitors. Certainly, the Postal Service’s current financial condition restricts its advertising budget. Then, there have been concerns about how well the Postal Service has managed and monitored advertising contracts, which one of our audit reports documented earlier this year. The Postal Service took corrective actions and has new contracts in place.

    Undoubtedly, we live in an age of competitive advertising. Every product the Postal Service has faces competition, even the monopoly products. The Postal Service needs to use advertising to promote its products, services, and the brand itself. The question might be: What is the most effective way for the Postal Service to advertise? Should campaigns focus on traditional media, or focus on new media, like Facebook, Twitter, and YouTube?

    The Postal Service’s upcoming launch of an ad campaign might provide insights on the best possible strategy. It plans to kick off a nationwide multi-channel advertising campaign in August to promote its Priority Mail changes, which include a “simplification” of Priority Mail services and a name change for Express Mail. For some customers, the new longer name of Priority Mail Express, and the revised Priority Mail service offerings of 1-, 2- or 3-days might actually seem more complicated than simplified. A successful advertising campaign would reduce that confusion.

    Share your thoughts on the Postal Service’s advertising strategy and its recent campaigns. How effective have they been? What changes would you like to see?

  • on Nov 26th, 2012 in Ideas Worth Exploring | 18 comments
    This holiday season many of us will find ourselves rushing from one errand to the next, often visiting a variety of stores to accomplish all of our tasks. Wouldn’t “one-stop shopping” be easier? Wouldn’t it be nice to get everything from shopping to wrapping to shipping taken care of in a single trip? Locations offering a multitude of services potentially increase foot traffic because of the convenience they offer. They also create opportunities for the company to sell more products and services to its customers. In other countries, such as Sweden and Australia, the trend has been toward placing postal counters in grocery stores and pharmacies, often located in shopping malls. Customers can buy stamps or ship their packages while they are shopping for food and other staples. In the United States, grocery and other retail stores sell stamps at check-out counters, but do not offer shipping options. Office supply and other approved shipping stores offer a range of Postal Service mailing services including Priority and Express mail. Customers find that using these stores for their mailing needs saves time and effort because many of these retail outlets have longer hours than post offices and are conveniently located. E-commerce and mobile commerce have proven to be a popular choice for consumers who enjoy the convenience of shopping at home. Online retailers ship directly to the purchaser’s home, or wrap and ship gift purchases directly to their recipients. If customers want to wrap the package or gift themselves, the Postal Service’s Carrier Pick-up service will retrieve the package at their doorstep for shipping. While e-commerce and mobile commerce can offer purchasing, wrapping, and shipping from home, some people prefer physically browsing and purchasing items from brick-and-mortar retail outlets. This holiday season, a shopper might first visit a retail outlet to make your purchases, go home and wrap the gifts, and then go back out to ship the item. That's at least three trips and two lines, just to send one package! Does shopping, purchasing, wrapping, and sending your item in one stop sound better? With postal counters in strategic locations, all of your needs could be met in one stop. Would gift-wrapping services be an added bonus? If Post Office functions could be moved into retail spaces, what areas or types of stores best lend themselves to this effort? Share your ideas in the comment section below.

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