Stamps.com | Company Profile, Marketing Contacts, Media Spend, Brands
Stamps.com is an internet postage retailer. Corporate offices for the site are located in Los Angeles, CA.
Stamps.com ContactsContacts (5/13)
|Kyle H.||Chief Financial Officer & Co-President||CA|
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|Kenneth M.||Chairman & Chief Executive Officer||CA|
|Jim B.||Co-President & Corporate Business Development Officer||CA|
|Sebastian B.||Chief Marketing Officer||CA|
|John C.||Chief Product & Strategy Officer||CA|
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Q4-Q1 Media Opps: Stamps.com allocating more spend to shipping business (Score 45)
Subject: Direct marketing, TV, radio, promotions, online advertising, B2B, events, trade shows
Company: Stamps.com, an El Segundo, Calif.-based online mailing and shipping services provider with almost $128 million in 2013 sales. It's one of three vendors licensed by the United States Postal Service (USPS) to sell postage.
However, Stamps has been investing in its shipping business for the last few years, targeting e-commerce merchants and higher-volume shippers. This, said Huebner, is a result of the incentives put in place by the USPS. Stamps has also entered the multicarrier shipping space with the acquisition of ShipStation and Ship Works in 2014 and Endicia in 2015.
Now, Stamps has acquired another multicarrier shipping solution, ShippingEasy. This acquisition will allow Stamps to broaden its target market, said CEO Ken McBride. Per Huebner, the goal of all of these acquisitions is to create a portfolio of shipping solutions to meet the need of it new target shipping customer. However, this does not mean that Stamps has abandoned the traditional small business customer segment, and in fact, Huebner said Stamps operates in both customer segments, both of which have different value propositions, customer economics and growth prospects.
He added that Stamps will continue to execute its non-shipping business, but that, going forward, Stamps will be driven by investments and resources behind the shipping business. Specifically, as marketing spend will continue to be up, the company is allocating more of that spend to the shipping segment, where the customers are more expensive to acquire, but have a higher lifetime value. For example, the small business segment has a higher ROI, as Stamps is able to acquire customers with a lifetime value (as most revenue is from fixed monthly subscription fees). Note, however, that the shipping segment's revenue comprises two-thirds of Stamps total revenue in Q3 (50% growth over Q3 2015).
Sellers - focus efforts on the shipping business. Spend is up this year, and TV still receives majority of Stamps' marketing budget. Keep in mind that Q4/Q1 are Stamps largest spend periods, so reach out for last-minute dollars tied to holiday campaigns, as well as Q1 dollars a little further out.
Agency readers - Huebner mentioned that the company is still in the process of leveraging ShippingEasy's resources and marketing expertise. In fact, execs mentioned that marketing efforts for Endicia, which was acquired in 2015, was just recently centralized. Therefore, as inventory is taken of these newer brands, there could be work available here. Additionally, Stamps' CMO has been with the company far longer than the average 45 month-tenure, so its possible there could be larger shakeups ahead for the company. According to Winmo, Stamps.com currently handles media in-house.
Competitors: Since Stamps has acquired many of its smaller competitors in the last few years, Pitney Bowes is the company's main competitor (particularly in the business space). Read more about PB here.
Media Spend: According to Kantar Media, Stamps.com spent $6.5 million on measured media in 2015. Majority of this spend was allocated to broadcast ads ($4.8 million).
Digital Breakdown: So far this year, Pathmatics reports that Stamps' total digital spend is only $103,400 (23.5 million impressions). Digital ads were mostly desktop (93%) with some mobile (7%) and were placed through Google AdX + AdSense (53%) or site direct (44%) for the most part. Top destinations include: twit.tv, youtube.com, answers.com, nytimes.com and slickdeals.net.
This is up slightly from spend for the same period 2015 - $96,000. Note, however, that Stamps has shifted away from mobile in 2016 (the channel comprised 34% of 2015's digital ads).
Chief Marketing Officer