The TransPromo Revolution: The Time Is Now! : Industry Report

The TransPromo Revolution: The Time Is Now!

Product Type: Market Research Report
Published by: InfoTrends/CAP Ventures
Published: August 2007
Product Code: R290-357

Description

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.

Table of Contents

Introduction
Methodology
TransPromo: Defining the Market: The TransPromo Revolution
TransPromo: A Growth Market: Key TransPromo Drivers; Reaching Customers; Advances in Technology; Software: A Critical Enabler; Linking into Multi-Channel Marketing Campaign Management; Continuing the Dialogue; The USPS Makes TransPromo Cost-Effective; Changing Market Conditions; Partnering with the CMO
Justifying TransPromo in the Marketing Mix: The Marketer’s Perspective: TransPromo: More than Statements; The Advantages of Transaction Documents as a Marketing Platform; Leveraging TransPromo for Incremental Revenue; TransPromo: The Extended Definition; Synergy Abounds; TransPromo is Efficient
The TransPromo Challenge: Marketing Metrics; TransPromo Makes for Strange Bedfellows; Opportunities Abound
Critical Success Factors
Summary: Case Histories; Art Plus Technology: Doing TransPromo Right; The Selling Process; Avoiding the Cross-Sell Cross-Fire; The Future of TransPromo; A Case in Point; DME Extends Direct Marketing Skills to TransPromo; First Data: The Opportunities Are Limitless; The Sales Process; TransPromo Implementation; Retail Buys In; Selling Real Estate; TransPromo: Not New, but Different; Reallocation of Marketing Spend; The Shift to Electronic Delivery; Integrating the Web; Words of Wisdom; Mortgage Firm Shows Interest in TransPromo; Oniya Shapira Wins Cal TransPromo Business; Before and After; The Sales Process; Prinova: Taking Healthy Care of Customers; TransPromo Misconceptions; Selling TransPromo; The Organizational Challenge; Selling Ad Space on Statements; The Humana Story

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