PostNet Printing Franchise’s Marketing Solution Earns It a 2013 Mail Innovations Award from U.S. Post Office
Printing and marketing franchise PostNet taps into a U.S. Postal Service program to deliver results for small business customers
Printing and marketing franchise PostNet has been honored by the U.S. Postal Service for our innovative use of a new USPS service — Every Door Direct Mail — to deliver a new cost-effective marketing solution for small businesses.
The Every Door Direct Mail program allows businesses to pay the post office a relatively small fee to deliver a printed piece to every stop of a given mail route. That way, small businesses looking for new customers can affordably target their marketing messages to specific neighborhoods where customers are likely to live. PostNet realized that its Neighborhood Business Centers could educate its business customers about Every Door Direct Mail, handle the printing and coordinate with the post office to help busy business owners take advantage of the marketing opportunity.
PostNet’s efforts to promote the small business solution earned it a 2013 Mail Innovations award, which was presented March 18 during the National Postal Forum.
Here’s an excerpt from a report on the event by MyPrintResource.com:
Launched in 2011, Every Door Direct Mail enables businesses to efficiently reach all residences in a designated area through direct mail. PostNet was an early adopter of the service, rolling it out to its entire U.S. franchise network in April 2012.
“Every Door Direct Mail has revolutionized the way small businesses can market to their customer base,” said Brian Spindel, co-founder and COO of PostNet. “PostNet recognized this value early on, and that’s why we worked so hard to equip all our franchise owners with the tools needed to offer the service to small businesses across the country.”
PostNet and USPS Business Alliances worked together in early 2012 to educate PostNet franchisees on how they could use Every Door Direct Mail to both market their own services to neighborhood businesses and promote the direct mail service to small business customers. This involved creating an online resource center on PostNet’s intranet site with training-based webinars and materials, and ideas on how to sell Every Door Direct Mail to local businesses. Additionally, PostNet invited USPS representatives to its national franchise convention to help roll out the service to franchisees.
Our embrace of Every Door Direct Mail, our ability to coordinate with the U.S. Postal Service, and our ability to quickly educate our franchisees about the opportunity to expand their business are just one recent example of the nimbleness with which PostNet embraces innovation and creates new systems to help our franchisees thrive.