This document discusses strategies for companies to create word-of-mouth marketing using postcards. It suggests that companies offer customers free postcards to send to friends and family to share their experiences with a brand. This creates engagement and interactions on a personal level. The document provides examples of companies that use real postcards sent through the mail and a mobile app to allow customers to send branded postcards to others for free in order to generate buzz and sales for the brand.

1. CREATE MET
PRATEN WORD OF MOUTH
VIA A SIMPLE POSTCARD 
JE KLANT VIA
DIRECT MAIL
Stéphane Verbrugge - bpost

2. Loyalty starts with
great stories…
In marketing we call this:
Product-centric versus people-centric
Source of Focus &
Orientation distinction Startingpoint
Unique Satisfaction
People-centric Engagement CONNECT
proposition
Unique Sales
Brand-Centric Personality PULL
Proposition
Product- Unique Product
Features & Benefits PUSH
centric Offer
2

3. Loyalty starts with
great stories…
The value of storytelling:
Storytelling allows users to share product
experiences and feelings:
• To interact with co-users on a personal level
• To refine their product usage and enhance their
user-experience
• To co-create their own stories
3

4. Market insight :
People trust above all friends and family
4

5. SOME SMART IDEAS…
CREATE REAL CONVERSATIONS
AND ABOVE ALL MAKE PEOPLE DO THINGS…

6. Your next event!
Make a story of it…
Idea?
Target
Target your best customers…
Idea
Invite them to share with friends how
nice it is to shop in your new store.
Offer them an extra incentive / offer to make them act faster.
Measure
Present your customers with an exclusive offer in your
Direct Mail, and measure the impact on sales.
Measure the word-of-mouth effect…

7. Your next event!
Make a story of it…
CREATE
Word of mouth!
I
1
I
LOVE
MAXIRESPONSE
LOVE
BRAND BRAND MGM POSTCARD
2 MOBILE
POSTCARD

8. Your next event!
Make a story of it…
CREATE
Word of mouth!
Your fans, clients
can send free postcards
I I to their friends…and
LOVE LOVE they don’t need any stamp…easy!
BRAND BRAND
I I’LL
WAUW! LOVE CHECK IT
I WANT I BRAND OUT ALSO
IT TOO
LOVE
BRAND
1 MAXIRESPONSE
MGM POSTCARD

9. Your next event!
Make a story of it…
CREATE
Word of mouth!
1. As an advertiser you can offer
your fans a free postcards
Enjoy
Brand x
that allows to send it for free
just like me to their peers.
I
LOVE
2. Member Get Member gives you
BRAND
full control on your budget
# cards.
3. You only pay for cards
that are send
1 MAXIRESPONSE
MGM POSTCARD

10. Your next event!
Make a story of it…
CREATE
Word of mouth!
Some existing
examples!
1 MAXIRESPONSE
MGM POSTCARD

11. Your next event!
Make a story of it…
CREATE
Word of mouth!
1 MAXIRESPONSE
MGM POSTCARD
More info: Contact your bpost Accountmanager
or contact Nicolas Pevenage
email: nicolas.pevenage@bpost.be

12. Your next event!
Make a story of it…
CREATE
Word of mouth!
bpost prints photo
on real postcard
and send it to friends…
I
LOVE
BRAND
I’LL
WAUW!
CHECK IT
I WANT
OUT ALSO
IT TOO
2 MOBILE
POSTCARD

13. Your next event!
Make a story of it…
CREATE
Word of mouth! 1. App is free available for every
SMARTPHONE type
Enjoy
Brand x
2. As an advertiser you can offer
just like me your fans a free promo code
Your r
you that allows to send it for free
olgoo
l og
to their peers.
3. Promo code gives you
full control on your budget
# cards, #credits is adaptable
4. Promo code gives you as advertiser
also the possibility to add
2 MOBILE a branded layer…
POSTCARD

14. Your next event!
Make a story of it…
CREATE
Word of mouth!
Existing
example
2 MOBILE
POSTCARD

15. Your next event!
Make a story of it…
CREATE
Word of mouth!
2 MOBILE
POSTCARD
More info & tarifs:
Contact your bpost Accountmanager
Or go to
www.bpost.be/mobilepostcard/pro
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Contact: dmsolutions@bpost.be

17. Thank
you ! STÉPHANE
VERBRUGGE
DM EXPERT, BPOST
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