PebblePost Selected for The ARF’s First Innovators A-List

via The ARF press release:

arf_a-list_300x300Innovation is listed as a key performance objective by 78% of marketing and media executives, yet only 18% have a specific budget for innovation, and only 3% see financial allocation as a priority. Businesses are turning to outside tech and startups in attempts to resolve their innovation issues, but struggle with how to select the best, most qualified tech companies.

  • 32 companies selected from an application pool of 85
  • Companies have created scalable, disruptive solutions for marketing and advertising
  • Focus on measurement, attribution and user experience industries
  • Companies passed a rigorous vetting process.

The Innovators A-List will be unveiled at the debut Workshop in New York City, the first in a series of programs across the country.

Workshops will feature speakers from Oracle Data Cloud, Unilever, Twitter, Nielsen Ventures, Evol8tion, and Foursquare. Sessions will offer new products, new ways to work, to help companies cultivate a startups mindset to the ways they solve problems.

Dates for The ARF Innovators A-List Workshops:
March 21, NYC New York Hilton Midtown Hotel, 12:30pm-3:30pm
April 6, Chicago, FCB Chicago
May 3, San Francisco, TBD

See the full Innovators A-list here.

 

Saving the Sale: New Ideas for Averting Cart Abandonment

Via RetailDive: Retailers lose trillions of dollars each year to the scourge of abandoned online shopping carts. But new weapons are helping merchants turn lost sales into wins.

PebblePost VP Product Adam Solomon weighs in on how Programmatic Direct Mail® enables retailers to respond faster and in more personalized ways to consumers who abandon carts.

“When people who visit the site abandon their carts, we pick up the ball at that point,” Solomon said. “It takes 12 to 24 hours to print the card with the relevant images and message, and a couple of days for the mail to reach the customer in question.”

Read the full story here.

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PebblePost Appoints Jim Price to VP of Sales, Travel to Support Company’s Growing Footprint in Travel Sector

NEW YORK – February 7, 2017PebblePost®, the inventor of Programmatic Direct Mail®, today announced the appointment of Jim Price as VP of Sales over the company’s Travel Sector. Price, a seasoned veteran in both the travel and digital advertising industries, will focus on bringing PebblePost’s innovative solutions to advance the unique business objectives of travel marketers.

Price has a diverse travel industry background employing technology to drive global sales and maximize revenue and margin growth. Prior to joining PebblePost, Price was VP of Sales, Travel at Criteo for six years and before that, he was VP of Display Advertising and Travel at NextTag. Previously he served as VP of Global Business Development at SideStep/Kayak where he helped bring the power of travel meta-search to travel industry marketers in order to build their businesses on a global scale.

“I was immediately impressed by this new advertising channel PebblePost has invented. Programmatic Direct Mail® has proven very effective while also addressing and resolving the issues that are causing head-winds for display retargeting,” said Price. “This solution will be particularly appealing to travel marketers, given the way most consumers shop for travel, for example, visiting more than seven sites with each search. Programmatic Direct Mail® offers a unique way of cutting through the ‘noise’ of that shopping journey. I look forward to empowering travel marketers with this highly effective new tool in their marketing mix as they pursue more bookings, new customers and strong ROAS.”

“We are delighted to welcome Jim to the team,” said Lewis Gersh, CEO of PebblePost. “Jim’s extensive travel industry experience and longstanding relationships uniquely positions him to rapidly scale PebblePost’s growing market share in this sector.”

For more information about PebblePost, please visit, PebblePost.com.

About PebblePost®
PebblePost invented Programmatic Direct Mail® to transform real-time online activity into personalized, dynamically rendered direct mail that’s delivered into postal hubs within 12-24 hours, every day. The company’s patent pending digital-to-direct mail platform integrates segmentation, campaign management, production, analytics and optimization. PebblePost combines the power of intent data with the effectiveness of in-home to achieve far higher response, conversion rates and ROAS. PebblePost® is a venture-backed company based in NYC.

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Media Contact:
Cassady Nordeen
Blast PR for PebblePost
cassady@blastpr.com

What if Super Bowl Commercials Were Like Digital Ads?

Are you ready for some Big Game advertising? Millions everywhere will gather to watch not only the on-field rivalry but the battle among advertisers for winning commercial. PebblePost CEO Lewis Gersh explains how digital marketers should pay close attention to the best practices of Big Game ads. Despite the risk, tentpole events can have big payoffs if the balance between content and context is maintained. Read Lewis’ column here in Marketing Land for advice on how marketers can send the best message money can buy.

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Meet Me at the Corner of Art & Science

By Adam Solomon, VP Product, PebblePost

The U.S. Constitution is a remarkably prescient document. It’s also highly malleable. Imagine trying to run a 21st century company using a business plan drafted in 1787. But even with all the advancements in technology, sociology and virtually every other -ology in the last 230 years, the Constitution still functions as a blueprint for our dizzyingly complex society.

Take, for example, Article I, Section 8, Clause 8, aka the “copyright clause.” It reads: “The Congress shall have power to promote the progress of Science and useful Arts, by securing for limited Times to Authors and Inventors the exclusive right to their respective Writings and Discoveries.”

Now That’s Great Copywriting

There, in just 32 words, the Constitution provided an incentive for entrepreneurs to share their innovations in a way that benefits both them (“exclusive right”) and the general public (“limited Times”).

It’s effective, obviously, for protecting the rights of “authors” and “inventors” in the traditional sense (e.g., those who write novels or devise new hardware). But it also provides effective protection in areas where the lines have blurred in ways the founding fathers could not have foreseen — such as social media posts and software programs.

As technology has evolved, the two key phrases in the copyright clause — “Science” and “useful Arts” — have remained conceptually intertwined but have basically switched meanings. In the eighteenth century, “Science” meant information while “useful Arts” meant manufactured goods. In the 21st century, “Science” evokes technology such as tablets while “useful Arts” could now be a quaint synonym for intellectual property.

So what does all this have to do with Programmatic Direct Mail®? A lot, actually.

Mad Men with Smartphones

Advertising is the ultimate intersection of art and science. Fifty years ago, in the Mad Men era, it was clear where the emphasis lay. Advertising was called the art of persuasion, not the science of persuasion. Storytelling and image-making were the keys to a successful campaign.

The problem was, if the campaign wasn’t successful, it was hard to figure out why because the science was inexact. Analytics don’t work on gut instincts.

More recently, during the surge of venture capital-fueled technology, science gained the upper hand. Big data ruled. Click rate mattered more than response rate. There was a race to the bottom of the funnel.

And too often storytelling and image-making — the art — got lost in the digital shuffle.

Now we’re seeing signs that the pendulum is swinging back again. That’s to be expected; advances in any industry tend to result in a brief period of overreliance on new technology, often with regrettable results. (When it first came out, the Moog Synthesizer resulted in some of the most embarrassingly bad popular music ever recorded.) Then the infatuation passes, and that industry refocuses on its core mission.

I think that’s starting to happen in this space. Yes, venture capital and computing advances powered a surge in big data, computational speeds, natural language processing and smart machines. But that was merely the foundation for the next great advance — not the advance itself.

Now we’ve reached a point where we’re ready to use that new foundation to build something more advanced than direct response advertising. It’s time to start climbing back up the funnel toward greater consideration and awareness. Toward delivering the right message in the right channel to the right person at the right time.

To do that, we have to further blur the lines in the time-honored copyright clause. We have to consider science when shaping a marketing message, and refine the art of developing data segments to find and engage consumers at scale.

Art and science. Science and art. When they’re woven together smartly and creatively in advertising, the winners are marketers, publishers and consumers.

At PebblePost, we couldn’t be happier to be a part of this evolutionary process. Having created a revolutionary new marketing channel through Programmatic Direct Mail®, we know we have the science right. But we’re also focused on getting the art right. That’s just what the Constitution intended: to form a more perfect union between the heart and the mind.


Adam Solomon is VP Product at PebblePost. His diverse background includes stints as an aerospace engineer and patent attorney with a Master’s in intellectual property law, plus 20 years in consumer media and marketing. That’s given him both an abstract and a practical perspective on Programmatic Direct Mail®.

Second Time’s the Charm

Feeling the labor pains of Q4? For many online retailers, the last quarter of the year is akin to childbirth: pain mixed with euphoria then depression and anxiety. That digital marketing blitz gave your business a nice bump, mostly from one-time buyers. Start the New Year strong with a new plan for converting those one-and-done into repeat buyers and even loyal customers. Read CEO and Marketing Land Columnist Lewis Gersh‘s suggestions here.

Let us know how you’re prepping for 2017 in the comments.

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World of Watches Clocks in 59% Response Rate with Programmatic Direct Mail®

Via Retail TouchPoints: World of Watches wanted to influence its customers without getting lost in the noise of digital. Partnering with PebblePost, the brand leveraged Programmatic Direct Mail® to re-engage and encourage visitors to return to the site with an incentive to purchase house brands before they searched competitors. With a 59% Response Rate and 37x Return on Ad Spend, World of Watches has moved from a test of Programmatic Direct Mail® to an evergreen strategy in its marketing mix.

“PebblePost gave us both a competitive advantage at an attractive cost and another means to communicate with an audience who’s inclined to buy from direct mail as opposed to purely online,” said Russell Ackner, CMO of Swiss Watch International, parent company of World of Watches, in an interview with Retail TouchPoints. “We saw an immediate way to communicate with a tangible media that has a longer shelf life than email or ads and can change the perception of our brand and shopping experience. Best of all, it is tied to that consumer’s expressed interest in our brands.”

Read the full story on Retail TouchPoints.

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PebblePost Named to Top 100 NYC Startups

Berlin-based the Hundert releases its “powerful visual expression of the tech scene in New York” with the introduction of the 100 most exciting startups in the city.

PebblePost was named one of the most thrilling startups in the magazine across 35 industries (available for download here) alongside Casper, Bark & Co., Adore Me, Thinx and many more.

The 100 finalists were selected by an expert panel of 40 judges including Arianna Huffington (Founder, The Huffington Post), Ben Lerer (Managing Partner, Lerer Hippeau Ventures), Philippe von Borries (Co-Founder and CEO, Refinery29), Karl-Theodor zu Guttenberg (Chairman, Spitzberg Partners) and Henry Blodget (Co-Founder and CEO, Business Insider).

Read the full release via the Hundert here.

Photo credits: © Saskia Uppenkamp
Pictured from left: Tom Gibbons (Co-Founder, VP Product Experience and Design), Lewis Gersh (Co-Founder, CEO) and Rob Victor (Co-Founder, CTO)