The U.S. Postal Service is temporarily targeting the smartphone market. In July and August 2012, the agency will offer a postage discount for direct mailers that include smartphone barcodes.
Discount Overview
While not a deep discount, advertisers who send mass mailings including smartphone barcodes will receive a two-percent postage discount on letters and cards using QR codes, also known as two-dimensional barcodes.
When potential customers scan the barcode using an Android device, iPhone or other smartphone, the code will link them to the website selling the product or service.
The overall promotion has the potential to benefit three areas:
- Postal Service – By offering this discount, the agency hopes the move will entice advertisers to continue using print advertising as a way to targets its consumer base. The Postal Service has seen a decrease in revenue from mailers as advertisers continue to gravitate toward online marketing tools. Using a smartphone barcode better ties into current ad trends and should allow people to engage in more effective direct marketing.
- Advertisers – Mailers provide a way to supplement other ad campaigns, such as television ads. By using codes that link to smartphones, consumers have fewer steps to take to gain the promotion, which leads them directly to the products or services the advertiser sells.
- Consumers – The targeted consumer base receives an efficient way to make use of mobile technology and simplifies the process of finding a targeted product or service, at a discount.
The proposed discount by the Postal Service supports research cited by MarketingProfs, a marketing advice group. In Dec. 2011, approximately 50 percent of U.S. subscribes owned a smartphone. In addition, one in five of those owners scanned a QR code.
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