USPS
Providing Thought Leadership to Help Marketers Cut Through the Noise
The Challenge
In a world that is highly digitized, it’s increasingly challenging for marketers to cut through the noise in innovative and compelling ways. To provide marketers with new strategies, the United States Postal Service wanted to understand the power of Direct Mail as a marketing discipline with the goal of identifying best practices for those considering Direct Mail as part of their omnichannel strategies.
Our Solution
In collaboration with their integrated marketing agency, MRM, we sought out to understand how marketers think about and use Direct Mail today, with an eye to the future, by conducting 1:1 in-depth interviews with leading marketers, brand strategists / planners, and agency creatives. These industry professionals shared examples of highly effective Direct Mail campaigns and those that fell short, prompting invaluable discussion and reflection, and helped us uncover recipes for successful Direct Mail strategies in today’s digital world.
Our Impact
Our research identified emerging trends, innovations and opportunities for marketing decision-makers, influencers and small business owners considering direct mail. Learnings helped guide USPS published thought leadership content that can be found here: ‘The Art and Science of Direct Mail: How to harness the power of direct mail marketing’ in partnership with the Association of National Advertisers.
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