How Direct Mail Helped Buca di Beppo Sing Happy Birthday 20K Times — Dave Fink // Postie
- Part 1 How Direct Mail Helped Buca di Beppo Sing Happy Birthday 20K Times — Dave Fink // Postie
- Part 2How MeUndies exposed the Power of its CRM — Dave Fink // Postie
- Part 3Deconstructing Dollar Shave Club’s Viral Ascent — Dave Fink // Postie
Show Notes
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02:46Why Postie and what do they do?Postie started to address the pressure of ad rates going up on social platforms and more ad dollars being shifted from traditional channels into social ones.
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06:32How Postie enables direct mail with personalization and measurement like digital channelsThe Postie platform offers targeting, production, and logistics components for executing direct mail and measurement.
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12:02The groundwork for the Buca di Beppo campaignGathering the first-party data and using direct mail to activate it. you can take website visitor audiences and convert those into malleable audiences.
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16:30Top of funnel prospecting with direct mailTop-of-funnel prospecting is finding new customers with a high expected lifetime value. Direct mail can be incredibly effective with top-of-funnel prospecting. It requires data, machine learning, tactics, and frameworks to test and optimize like at any other channel.
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17:11The two areas Buca di Beppo did well with their campaignThey leveraged the first-party data of their customers and timed their campaigns programmatically for personalized direct mail. It was highly effective.
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18:59How the Postie platform helps you leverage your first party dataPostie for direct mail enables you to activate lookalike models to start building audiences using deep third-party data, just like you would on Facebook.
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24:29Integrating direct mail into your media mixThanks to Postie, brands no longer worry about how direct mail is produced or sent to their customers. All they have to do is set up as they would o their typical digital marketing channel and let Postie do the rest.
Quotes
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“Brands we were working with felt the pressure of ad rates going up on social platforms and more ad dollars being shifted from traditional channels into social ones. And it became harder to continue relying solely on those channels to grow.” - Dave Fink
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"Clients use Postie for very sophisticated and thoughtful dynamic targeting audience development. They're using it to rapidly get into the market in a channel that, historically, had been slower, you know, we've accelerated it, and they're using it as their kind of eyes and ears for what performs." - Dave Fink
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"But one of the unique attributes of direct mail is when you spend the time to design an appropriate message for your recipient. You pay the money to send it through the mail, and it arrives right now, a relatively modest stack of mail at their home; it becomes a way to have a personal, heavy experience with the customer." - Dave Fink
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"Top-of-funnel prospecting is finding new customers with a high expected lifetime value. That's the most quantitative, also most challenging, you know, piece of marketing. It's how you efficiently test the proper messaging and frequency to audiences and leverage insights from what's. Direct mail can be incredibly effective with top-of-funnel prospecting. It requires data, machine learning, tactics, and frameworks to test and optimize like at any other channel." - Dave Fink
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"The two areas Buca di Beppo did remarkably well is one: they leveraged the first-party data that they had, which was anniversary dates and birth dates of their customers in their loyalty and rewards program to reactivate them on an annualized basis. And they could do it by setting up programmatic campaigns through the Postie platform." - Dave Fink
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"Highly recommend every brand to think about the first-party data, whether it's a transaction, what you know about that customer's birth date, et cetera. And then leverage programmatic messaging that technology allows for in many different channels." - Dave Fink
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"Postie for direct mail enables you to activate lookalike models to start building audiences using deep third-party data just like you would on Facebook, just like you would on Instagram, to ensure that you are allocating budget only to target those individuals who look like these best-performing audiences." - Dave Fink
- Part 1 How Direct Mail Helped Buca di Beppo Sing Happy Birthday 20K Times — Dave Fink // Postie
- Part 2How MeUndies exposed the Power of its CRM — Dave Fink // Postie
- Part 3Deconstructing Dollar Shave Club’s Viral Ascent — Dave Fink // Postie
Up Next:
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Part 1How Direct Mail Helped Buca di Beppo Sing Happy Birthday 20K Times — Dave Fink // Postie
With the average American consumer receiving 5000 to 7000 promotional messages daily, competing through digital channels is competitive. And when you consider that a consumer needs to see a marketing message 22 times a month before converting, the revert to direct mail for many brands becomes highly justified knowing there's much less competition. However, how do you personalize direct mail and make it as measurable as any digital channel? Listen to Dave Fink, the Co-founder, and CEO of Postie, discuss how Buca di Beppo broke through the noise to connect with prospects in a highly successful campaign using direct mail.
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Part 2How MeUndies exposed the Power of its CRM — Dave Fink // Postie
Has your brand worked so hard to drive brand awareness., get people to join your CRM, email list, and buy a product? Are you looking for a different way to engage your customers and drive revenue-generating actions? You can leverage your CRM as MeUndies did, but first, there are attributes of your CRM you're overlooking. Listen to Dave Fink, the Co-founder, and CEO of Postie, discuss how MeUndies exposed the power of its CRM through direct mail.
Play Podcast -
Part 3Deconstructing Dollar Shave Club’s Viral Ascent — Dave Fink // Postie
Brand marketing vs. performance marketing, how can your brand win? Both. You can't have the brand without the performance; without the brand, you can't have the performance. But how do you get your brand building to drive your performance marketing, and how do you leverage performance marketing to build your brand? The Dollar Shave Club is a great example. Listen to Dave Fink, the Co-founder, and CEO of Postie, as he deconstructs Dollar Shae Club's viral ascent.
Play Podcast
