Consumers today are bombarded with thousands of promotional messages on a daily basis, from television and radio ads to outdoor advertising and Web ads. Marketers face the challenge of getting their
messages out in a way that breaks through this clutter and encourages recipients to engage in desired behaviors, which can range from simply recognizing a brand to changing investment strategies or purchasing the latest product or service the marketer represents. Increasingly, marketers are using the tried and true monthly communications medium—the statement—as well as other transactional documents in new and different ways to ensure that their messages are noticed. This method of advertising is referred to as transpromotional, or TransPromo, and it is creating a significant buzz.
TransPromo provides an opportunity to blend marketing messages with must-read transaction statements, invoices, confirmations, benefits explanations, and other notifications to influence behavior and ultimately drive business volume.
This white paper will define TransPromo and the market opportunity it represents for marketers and print service providers, discuss the rationale for its use, touch on challenges and considerations related to the implementation process, and provide some thought-provoking recommendations and conclusions for marketers and print service providers who are considering leveraging this type of communication.
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