USPS Pushes 'Consideration' in Phase 2 of DM Effort

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The U.S. Postal Service has entered the second phase of its first direct marketing campaign targeting large businesses in at least three years.


The "Be Here" campaign illustrates how influential mail can be in multichannel marketing. The effort has three segments based on the classic consumer purchase path: Awareness, Consideration and Purchase.


The campaign is built on the three steps of selling -- to promote product awareness, get the customer to consider purchasing and make a compelling offer that leads to the purchase.


Full-page print ads for the Awareness phase began running April 19 in major marketing and business publications. The Consideration ads began May 3, and the purchase ads start June 7. Ads in the Consideration effort say "On average, people spend seven minutes each day with their mail."


The Awareness mail piece was sent earlier this month while a Consideration mailing will go out after Memorial Day. The Purchase mailing is set for later this summer. In each drop, 75,000 mail pieces go to advertising managers, marketing communications managers, brand managers and other marketing titles at companies that spend $500,000 or more annually on advertising.


Campbell-Ewald and Draft Chicago created the campaign.


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