USPS announced a new integrated marketing campaign targeting US small businesses througheasy-to-use and affordable direct mail and shipping services.
At a press conference on the occasion of the new campaign, the US postal operator promoted itsweb-based service called Every Door Direct Mail with previews of television, print and marketingmail advertisements. The service aims to help small businesses find new and existing customerslocally without the need for names or addresses. The mailings can be dropped off at a local postoffice.
Every Door Direct Mail generated $153 million in revenues for USPS since its launch in April2011 through December 2011.
Paul Vogel, USPS President and Chief Marketing/Sales Officer, commented: “Small businesses arethe backbone of the American economy, and the Postal Service plays an important role in enablingtheir growth and commercial success. We are providing a suite of mailing and shipping servicestailored to the needs of small businesses to help them compete for customers and run theiroperations more efficiently.”
“For less than 15 cents a piece, our customers can send fliers, menus, brochures andadvertisements in highly targeted ways. The Web tool is free and easy to use, enabling restaurants,doctors’ offices and other small businesses to map their coverage areas online, so they can reallyzero in on the streets and neighborhoods they want to reach,” he further explained.
USPS also announced enhancements and new tools to help small businesses ship their products suchas redesigning and re-launching Click-N-Ship, which enables small businesses to go online and shiptheir products in four easy steps. Vogel said Click-N-Ship generated billions of revenues in 2011recording a 10% increase over the previous year. “With more than a million registered users, halfof whom are small businesses, Click-N-Ship has been remarkably successful. The redesign, whichincludes several improvements, such as simplified Priority Mail Flat Rate shipping and a simplifiedpayment and printing process, will only help us become even stronger in the shipping channel.”
USPS plans to launch Click-N-Ship for Business by mid-April. It is designed for small- andmedium-size businesses that ship 10-100 mail pieces per day. Some new features available onClick-N-Ship for Business will include a downloadable desktop application and expanded paymentoptions, including for international services.
Another growth driver for small businesses was the multichannel advertising campaign “If ItFits, It Ships”, Vogel added.
“The key to helping small businesses prosper is being innovative and responsive to their needsand ensuring that our products are not only simple to use and affordable but also offer ourcustomers a way to generate positive return on investment from their marketing campaigns,” heconcluded.
