Brown Branding (UPS "Direct to Door")

New York,

United Parcel Service has just launched "UPS Direct to Door." The program brings the samples and special offers from participating brands to those receiving UPS residential shipments in select markets.

 

According to UPS, the offers—for example, an invite to Zappos.com’s VIP club—are packaged in a custom-designed UPS Direct to Door Pak. Then they're delivered to residents in test ZIP codes in five US cities, as regular deliveries are being made. Each Direct to Door Pak can contain about twelve offers and samples.

 

The concept is basecd upon UPS focus group research that revealed offers delivered via traditional direct mail marketing went unnoticed. "The focus group attendees said they would feel differently about it if a sample package were delivered by hand by a familiar person." What better person to do that than the UPS driver, someone the customer trusts and is familiar with?

 

Focus groups may serve a noble purpose, but junk mail is junk mail—even if it is delivered by your favorite UPS deliveryman.

 

Some big name brands think that it's a good enough idea to begin participating. Program partners include FTD, Mikasa, Pottery Barn, Sephora, Williams Sonoma and Zappos.

 

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