The US Postal Service is targeting e-commerce merchants with an integrated marketing campaign emphasizing the potential of print catalogs. The effort includes direct mail, webinars, instructional DVDs and web banner ads. The USPS created the campaign internally.
The “Getting Started in Catalogs” initiative emphasizes that companies can double online transactions and achieve revenue lifts of more than 100% by adding print extensions to their e-commerce operations. The DVDs feature testimonials from companies such as Zappos and Dell, which have translated online success to print catalogs.
“The goal is to convince or persuade companies that have relied on the Internet to grow their businesses through catalogs. Many have gotten to a point where growth is limited,” said Tom Foti, manager of marketing mail at the US Postal Service. “And what we found was that many companies who went beyond the traditional online model, such as Zappos or Dell, when they expanded into print, their businesses grew in ways they had not thought of.”
See full article at: Postal Service emphasizes value of catalogs to Internet retailers – DMNews.
