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Consumer Electronics Daily News 5 3 Thursday, January 11, 2018 The Power of Marketing Mail in a Digital World Breaking through digital noise to reach consumers is increasingly difficult. One solution? Bridging the gap between digi- tal and physical platforms to create inter- active, omni-channel experiences for consumers. Marketing mail remains highly val- ued at America's residences – in terms of response rate it outperforms all digital channels by nearly 600 percent (Direct Marketing Association, "Response Rate Report 2015") and 92 percent of con- sumers surveyed have a strong or extremely strong attachment to mail (USPS Mail Moments Study, 2016). Marketing is evolving quickly – and so is the role of mail in integrated cam- paigns. There are numerous opportunities to combine marketing mail with digital mediums. For a more impactful con- sumer experience, here are a few ways to integrate marketing mail into your next marketing campaign: 1. Deliver a physical, digital experience. A piece of paper can be the gateway to an immersive digital experience when tech- nology such as near field communication (NFC) or augmented reality (AR) are integrated. NFC chips can be inserted into a sticker, and by using their smartphone, consumers with NFC-enabled mobile devices can connect to a brand online without downloading an app. Utilizing AR, consumers can superimpose a digital image onto a smartphone's camera screen. This feature provides practical and interactive uses – imagine the benefit to a furniture company allowing con- sumers to place a 3D couch in their home to see how it looks before purchasing. 2. Think outside the envelope. Marketing mail goes beyond the standard mailer you likely envision. Services like MarketMail ® help separate your mail from the competition with lightweight, 3D or shaped mail and ship- pable designs that open by folding, pulling or popping up into a dynamic piece. Go a step further by immersing your mail with electronics to deliver a recorded com- mercial on a mailer. Paper pockets can include a battery, shat- ter-resistant screen, speaker and all nec- essary wires to control buttons and video, and built-in Wi-Fi connection will track how many times each piece is activated. 3. Know your audience – on and offline. Research from the USPS Mail Moments 2016 Review reveals Americans continue to be engaged with their mail, with 81 percent of participants acknowledging that receiving a handwritten letter, note or greeting card holds significant value to them. This emotional connection to mail can be valuable in telling a meaningful brand story. Similarly, understanding your target audiences' shop- ping tendencies both on and offline – and connecting them – can help you create customized, omni-channel campaigns. For example, 66 percent of consumers make purchases from catalogs received in the mail by going online to a store's website (April 2017 Catalog Research). Success of omni-channel inte- gration can be measured by providing personalized URLs or QR codes that track direct traffic to your website from mail marketing pieces. No marketing medium so reliably reach- es the American consumer as mail does. When developing omni-channel market- ing campaigns, consider harnessing the power of mail to help your business boost engagement and create a unique – and tangible – consumer experience. For more information, go to www.usps.com or stop by booth #30760. Lion Universe Releases Game Changing "Bolton Effect" Multifunctional Bluetooth 3D Headset Lion Universe, provider of the latest in groundbreaking technological advances on telecommunication devices, announced the release of the Bolton Effect – game-changing wireless head- phones combining a headset, voice recorder and MP3 player in one. "The Bolton Effect offers true free- dom and convenience," stated Chief Technology Innovation Officer at Lion Universe, Antonio Henry. The Bolton Effect headset is a must-have for true music lovers. It gives you the perfect pairing with the Lion 1918, the world's first premium-full HD 3D mobile phone. It will make any workout easier, any shopping experience more enjoyable and any visit to the salon amazing. "The Bolton Effect headset com- bines multi-functional smart earbuds with 3D audio Bluetooth, an in-built 8GB memory supporting an MP3 player, pedometer and digital recording feature all wrapped in one device. High sonic, bass, treble, fade and balance. Laser duel sharpness equal to toroidal flow with a preferable bridge bringing the sound to a crisp clarity and experience needed for the human ear," stated Henry. Fully Bluetooth operated, the Bolton Effect headset can be used without a mobile phone. The perfect choice for runners, walkers and those who enjoy being on the go, an 8GB memory flash holds music and podcasts – up to 2,000 songs – for a crystal clear double dynam- ic listening experience. The unique necklace- style headphone design has central controls, a super light, stylish and functional choice for a better wearer experi- ence. After just two hours charging, the Bolton Effect delivers eight hours of play or talk time with its built-in large capacity battery. Experience true freedom and functionality from the makers of groundbreaking wearable technology – pre-order the Bolton Effect headset now at www.lionuniverse.com. Lion Universe has partnered with various non-profit organizations such as Fathers & Mothers Who Care (www.fmwc.org) and Homeless Heroes House (www.h3heroes.org), which focus on the eradication of homelessness, and the creation of jobs with a living wage. Lion Universe has earmarked seven per- cent of all retail sales to combat these issues. Be the first to experience the true power of 3D technolo- gy in your pocket – wherever you are and whatever you're doing. For radio and television interviews with Lion Universe, to become a distributor, to add an app to Lion Universe prod- ucts or for more information, visit www.lionuniverse.com. Lion Universe Technology, Inc. provides the world's first premium-full 3D mobile phone with no 3D glasses needed. Lion Universe's purpose is to change the way people communicate by providing premium quality products and services that are affordable without compromising quali- ty. Lion Universe will revolutionize the way consumers use their communica- tions products. For more information, go to www .lionuniverse.com or call 562.299.5259. Technology in the Home the Key Ingredient to a Life Well-Run By Julie Link, Director of Research, Advertiser & Consumer Insights You might be working on boosting your home's IQ, but have you thought about your home's EQ? We're bringing more smart technology into our homes every day and with that comes heightening expectations of how all those smart prod- ucts deliver on our emotional satisfac- tion. It's about bringing some emotional intelligence into the world of the smart home – adding some EQ to your home's IQ. It's not good enough that technology merely respond to our requests; con- sumers expect technology to anticipate needs by learning patterns, moods and if/then sequences. Technology that antic- ipates needs, rather than reacting when called upon, will win the hearts of con- sumers. Better yet, technology that can be forgotten is the very best scenario, according to our recent conversations with consumers on smart home technolo- gy. Physically and psychologically unob- trusive devices allow the household to operate in a focused and balanced man- ner, free of technological complication. Four out of five of Scripps Networks Interactive Under One Roof panel mem- bers agree that "making my home con- venient for daily tasks" is a benefit that smart home technology offers. (Under One Roof is an internet-based communi- ty hosted by Scripps Networks Interactive that includes approximately 20,000 U.S. residents ages 18-64. The community is comprised of a national sample of consumers who are "lifestyle enthusiasts," recruited based on their interest in the home, food and travel cat- egories. The community is not intended to be representative of the U.S. general population.) Household resets are key opportu- nities to integrate new technology at home. Life stage transitions like mov- ing to a new home, bringing a baby into the household or having an elder- ly parent move in help consumers justify smart home technology upgrades and new purchases. Each of these "resets" is an opportunity to grow an individual's IoT and build systems that not only work hard to keep the household running at maximum efficiency, but also enhance the emotional satisfaction gained from our homes. There is a slow simmer on investing in technology for the kitchen. It may be that we like to go analog in the kitchen and create with our own hands. Consumers view kitchen- and bath-relat- ed technology as "nice-to-have," but not a top priority. These devices haven't proven their value yet in terms of money, time and countertop space, but they have the potential to deliver big on the biggest challenge – delivering efficiency that ultimately contributes to our emotional satisfaction at home. Since friends and family are the No. 1 resource for smart home technology recom- mendations, a gift of a smart home product feels like a per- sonal endorsement. When products are received as a gift, consumers can easily get over the hump of owning, installing and using technology in the home. A gift- ed smart home tech product acts as a gateway to curating a house full of tech- nology that launches the homeowner into a well-run life. Frustrations arise when technology disengages individuals, or their loved ones, from each other. Camouflaging and enabling seamless flow of technology in the home guarantees we can maximize the sense of connection through minimiz- ing technological distractions. For more information, go to www.scripps networksinteractive.com or stop by the hospitality tent – #CP 22 or the hospital- ity suite – Titian #2203.