December 2008

Canada Post leverages Second Life
to deliver marketing messages

Canada Post has opened a virtual marketing agency in the online community of Second Life.
The agency, “Bright Idea Lab,” is a business incubator designed to educate Second Life business owners about direct marketing and offer them free tools to make their businesses more successful. The Bright Idea Lab is an agency setting within Canada Post’s virtual city of Maple Grove. There, visitors can find free marketing tools and participate in roundtable discussions. “For many of these Second Life residents, this is their first experience with entrepreneurship,” said Laurene Cihosky, senior vice-president for Canada Post’s direct marketing division in a statement. “Canada Post will provide the tools they need to market and grow these virtual businesses, as well as information about how to conduct direct mail campaigns in real life.” Visitors to the Bright Idea Lab can receive “Marketing in a Box,” which contains everything they need to start their own business in Second Life.

The free tool set includes:
Direct marketing templates to advertise events with Second Life-friendly designs; A virtual store (prefabricated building) with merchandise displays and shop lighting; Visitor counters and database collection tools; Online status indicators and useful Second Life business programs; and Tips and strategies for Second Life businesses.

The Lab is also a unique venue for real-life business owners to learn about Canada Post tools such as Direct Marketing Online (www.DirectMarketingOnline.ca). DM Online helps business owners plan, order and track direct mail campaigns online.