Innovations and Revelations in Direct Mail presented by USPS

This event is over.

This event will take a hard look at 2022 and what trends in direct mail advertising (a $43B industry in 2022 according to Statista) were revealed as innovative and surprising. Learn how direct mail is being used by popular brands to reach millennials through the senior market, how to measure and track the outcomes and ROI of direct mail with targeted audiences, and examples of brands using QR codes on direct mail to creatively engage consumers.

Attendees will also learn how brands are successfully using print catalogues for content marketing, engagement, and loyalty with existing customers, how supply chain issues, labor shortages, rising raw materials costs, and increasing production costs are impacting direct mail marketing, and predictions for the future of direct mail marketing.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, November 30, 2022
11:00am
- 11:05am

OPENING REMARKS

Tina Jordan
Senior Director ANA
11:05am
- 11:40am

HOW THE USPS USED ITS OWN PRODUCTS FOR NATIONAL COVID-19 TEST KIT DISTRIBUTION

Hear the latest from the USPS, and how their various “Informed” products have performed to become both an offline and a digital marketing channel for its customers. Among other examples shown will be stats concerning lift from the USPS COVID-19 Test Kit campaign and shipments. 

Robert (Bob) Dixon
Director of Technology Innovation United States Postal Service
11:40am
- 12:15pm

DIRECT MAIL CREATIVE ... ALL HAIL OR EPIC FAIL? CELEBRATING THE WINS AND LEARNING FROM THE LOSSES

The thrill of victory. The agony of defeat. Any direct mail creative endeavor has the potential to go from “All hail!” to “Epic fail!” Join Matthew Fey, vice president and creative director at J.Schmid & Assoc. Inc., for an honest, amusing, and sometimes painful examination of why some creative efforts yield spectacular successes and why others, well, not so much. From high-fiving wins to head-scratching losses, examine a series of catalog and direct mail case studies from a variety of brands – including apparel, food, retail and more on the consumer side, with a few business-to-business examples thrown in for good measure. What went in to the creative decisions? How were they successful? And when they weren’t, where did they go wrong? Glean valuable lessons from both success and failure to get the most out of your direct mail creative.

Matthew Fey
Vice President, Creative Director J.SCHMID
12:15pm
- 12:50pm

THE PAPER MARKET: STATUS AND FORECAST FOR 2023

Hear from a leading paper distribution company the most up-to-date information concerning the paper market, where we stand today with supply, distribution, and costs; and projections for 2023. Gain insights into the paper industry and discover how to better manage your buying situation. 
 
Take aways:
Demand for Paper: What are the options?
Domestic Paper Production Update: Is production increasing?
Imported Paper Update: Are global shipping issues improving?
What to communicate to customers? 
What to prepare for in 2023.

Patrick W. Buckley
Vice President- Sales Lindenmeyr Munroe
12:50pm
- 1:25pm

INNOVATIONS IN DIRECT MARKETING AND THE FUTURE OF CATALOGS

What have we learned in this rapidly changing world of integrating Offline and Online Multi-Channel Direct Marketing? What’s next for catalogs and multi-channel direct marketing? This interactive session will focus on examples and observations on how direct marketing is evolving as catalogs and direct mail becoming more interactive, measurable, and multi-channel. See samples from B2C including e-comm, D2C and omni-channel retailers. Topics include:

• Connected Content – Augmented Reality, Shoppable Video
• Multichannel with Offline & Online – Visual Search, Watermarks, and the Resurgence of QR codes
• Pathway to Personalization
• Web Drivers – No Pricing, Shopping vs Buying
• Household-first Multi-Channel: Integrating paid media and direct marketing 
• Data and Measurement: intent signals, print & digital incrementality
• Types of Segmentation
 
Takeaways …  
• Understanding households is integral to bringing together paid and owned media (catalogs, DM)
• Think incrementality and stop chasing attribution when marketing with multiple channels
• Intent signals are critical to understanding audiences and moving to a more automated, always-on marketing mindset

John Puterbaugh
Ph.D. Exec Dir, Adv Media & Innovation Quad
1:25pm
- 2:00pm

DIRECT MAIL AND DIGITAL - BETTER TOGETHER

As the saying goes “Where there is Unity, there is Victory.” Traditionally, direct mail and digital channels didn’t intersect. However, using smart data-driven marketing techniques and coordinated creative, direct mail and digital marketing channels can work hand in hand to increase brand strength and sales. Hear how an outdoor patio furniture, pool accessories, games, and home furnishings company made this a winning strategy. 
 
Take aways:
• Tips to integrate different data sets
• How to finesse working with different departments
• How to attribute customer acquisition and sales

Christine Isgro
Sr. Account Director, Media PlusMedia
Jacy Walkup
Marketing Director Ledge Lounger
2:00pm
- 2:35pm

2022 ANA RESPONSE RATE REPORT RESULTS - HOW DID DIRECT MAIL PERFORM?

The ANA has again partnered with Demand Metric to survey the direct marketing community and ANA members. The result? Critical benchmarking data for the past post-COVID year. Learn about the impact of Direct mail and how it compares to other marketing channels. Don't miss this session if you are considering direct mail or need to optimize your channel mix.

John Follett
Co-Founder, CXO & Head of Research Demand Metric
2:35pm
- 2:40pm

CLOSING REMARKS

Tina Jordan
Senior Director ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.