Transpromo with its ability to exploit personalisation is a key driver to brands keeping customers loyal in 2009, with printers set to benefit if they enter the market, says Rene Kisselbach from InfoPrint Solutions
In 2008 chief marketing officers were challenged with growing customer insight and conversations in a world that bombards the consumer with irrelevant advertisements and messaging. Now in 2009 marketers are surrounded by economic uncertainty and shrinking budgets. Savvy marketers realise they must implement programmes that bring revenue from dormant customers while activating loyalty from existing customers, by using personalised communications as the conversation starter to cut through the clutter, and move the customer to action.
A recent survey conducted by The Marketing Executives Networking Group in the US highlighted customer retention and satisfaction as top of mind with marketers, underscoring the importance of keeping customers happy and so keeping them loyal.
The latest buzzworthy retention marketing technique is transpromo, which is the combination of must-read documents with personalised, relevant promotional materials. Transpromo offers marketers a new route to engage their customers in targeted communications which encourage brand loyalty, by leveraging existing data to predict future buying patterns.
There are three key techniques we have found that ensure knowledge of relevance for each customer is top of mind for marketers. These techniques are data analytics, integration and purls (personalised URLs).
• Data analytics – this ensures marketers can remain relevant through monitoring customer behaviour. By knowing what customers are buying each month, brands can easily promote targeted, customised content and special offers to their customers
• Integration – the proper implementation of transpromo is key to the success of this technique. Marketers need to find more sophisticated ways to cross-sell and up-sell on vehicles that customers already trust, without causing too much confusion on the statement itself. Working with experienced professional services teams to create a powerful document is an important step of this process
• Purls – customer loyalty does not only need to be reinforced with a printed statement or bill, as many customers are now receiving these via email. Using personalised links can prove to customers that the brand knows who they are, and knows what matters to them
Transpromo is the must do strategy for 2009. While the forecast for the economic future remains uncertain, transpromo offers a new route to increasing revenue by engaging customers in relevant, targeted and timely conversations, which cut through the clutter and drive customers to action – and it is an affordable strategy.
For further information check out:www.transpromomadesimple.com.
How smarter printing can lead to lower marketing costs and bring higher returns, creating great margins for printers
The challenging economy is forcing consumers to spend less, sending marketers scrambling for solutions that drive results on a shrinking budget. The CMO Council’s recent Routes to Revenue study suggested that 60 per cent of marketers polled will implement more personalised, relevant campaigns, and 45 per cent were determined to do a better job of cross-selling and up-selling – driving improved financial results with the existing customer base.
Transpromo, the combination of must-read documents with customised, targeted promotional materials is a strategic choice for 2009, since it transforms a traditional cost centre into a revenue generating opportunity. For example it has helped two of the world’s largest brands increase sales and delivered an impressive ROI. Both Best Western International and one of the top five leading US cable companies leveraged full digital personalised colour statements to build on their bottom line .
A few of the key points that can be achieved by implementing transpromo:
• Cost savings: By eliminating three inserts, Best Western saw drastic postage costs reductions as they took their statement to one piece of paper. This shrunk the weight of the mailing, lowered the overall cost and reduced carbon footprint by 33 per cent .
• Improved efficiency Best Western and the cable company implemented this entire offering in about two months from data analytics through to design and mail. An example of delivering results in weeks vs months or years.
• Results: Relevant, strategic promotions bought both the cable company and Best Western significant results. The cable provider saw a 27 per cent increase in signups for its digital phone service, and Best Western International saw more than 500 per cent increase in signups for its co-branded MasterCard and a proven ROI of 278 per cent. Pretty good for this economy!
Transpromo is one proven tool for delivering personalised, relevant customer communications than enable revenue generation and customer retention. Today’s digital technologies and software are strategic to enhance and improve all aspects of marketing, delivering results in today’s tight economy. InfoPrint Solutions has a range of webfed and cutsheet digital solutions to enable printers enter the transpromo market. And transpromo isn’t just for the mega corporations, any business, small, medium or large, that sends out transaction statements will benefit from transpromo. For printers transpromo represents one of the best opportunities for high revenue activity available, and for almost all printers the additional skill sets required for transpromo are well within their capabilities to implement.
