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Inprinting2010-Transpromo-Infotrends-ChrisBondy

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  • 1. TransPromo Chris B d Ch i Bondy Group Director © 2010 InfoTrends, Inc. www.infotrends.com
  • 2. InfoTrends Focus Founded 1991; 70 employees; Offices in Boston, London, and Tokyo Clients We Serve: Hardware and Software Vendors, Service Providers, Trade Associations, and Targeted Enterprises Services: Strategy & Planning, Market/Business Development, Advisory Services, Publications, Custom Consulting, Multi-Client Studies, Sponsored Content, Events, Business Development, and Training & e-Learning Outsourcing & Managed Services Cross Media DFEs Marking Engines Consumables Data Analytics Workflow Feeding/Finishing Substrates © 2010 InfoTrends, Inc. www.infotrends.com 2
  • 3. Agenda • State of the Business • Critical Trends • TransPromo, What is it and Why should I Care? • Trans-Promo Research Results © 2010 InfoTrends, Inc. www.infotrends.com 3
  • 4. © 2010 InfoTrends, Inc. www.infotrends.com 4
  • 5. The Economy and Changes in The Print Industry • The global economic situation has punctuated the importance of the effective use of scare resources • The Economy situation has accelerated the adoption of solutions that effectively manage cost and bring demonstrable value • Marketing dollars are more scarce and Marketers have a need to quantify the results of all campaigns f ll i • Consumers are bombarded by a wider array of messages coming from new alternative channels such as mobile and social media • There is a shift from static marketing pieces with less impact to personalized messages delivered across a variety of media © 2010 InfoTrends, Inc. www.infotrends.com 5
  • 6. Critical Trends © 2010 InfoTrends, Inc. www.infotrends.com 6
  • 7. Consumers are “Always ON”! © 2010 InfoTrends, Inc. www.infotrends.com 7
  • 8. Social Media is Integral to All Marketing Activities 50 million tweets per day on 100 million videos Twitter viewed per day on YouTube (and 65,000 new videos are uploaded) 5 billion minutes 400 million blogs in spent per day on existence FaceBook 3.6 billion images on Flickr © 2010 InfoTrends, Inc. www.infotrends.com 8
  • 9. Adding Mobile to the Mix with QR Codes What can the recipient do? • Pay a bill • Accept an offer (from a statement or a direct mail piece) • Link to a landing page • Provide survey information predicated on the offer • Provide consumer discounts Why now? • People have their cell phones with them at all times • Europe has more than one cell phone for each person and in the U.S. 89% of the population owns a cell phone – most are equipped with a camera © 2010 InfoTrends, Inc. www.infotrends.com 9
  • 10. More Channels = Higher Response g p Improvement over print-only campaigns Average response rate Print, e-mail, and Web landing pages 8.8% 35% Print, e-mail, Web landing pages, and gp g 34% 8.7% 8 7% mobile marketing Print and e-mail 8.3% 28% Print and Web landing pages 7.7% 19% Print only 6.5% 0% 2% 4% 6% 8% 10% N = 217 marketers Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008 © 2010 InfoTrends, Inc. www.infotrends.com 10
  • 11. “Data/Content is King” – Enabling Marketing Efficiency • Marketers are forced to stretch every marketing dollar and deliver more measured results • Multi-channel campaigns increase response rates Knowledge • Closing the loop/ data management Information • Campaign dashboard/ Data visualization • Business intelligence via data analytics © 2010 InfoTrends, Inc. www.infotrends.com 11
  • 12. TransPromo © 2010 InfoTrends, Inc. www.infotrends.com 12
  • 13. Traditional Statements are Read but NOT Effective © 2010 InfoTrends, Inc. www.infotrends.com 13
  • 14. Transactional Documents: Market Dynamics y • Mature market, flat volume for transaction mail sent • e-Presentment and e-payment are increasing Risk-averse; applications are slow to change • Significant volume is produced internally (corporate data centers), but outsourcing is also pervasive • TransPromo is an emerging application with growth • Focus has been on the high-end corporate market and data service bureaus versus the mid-market – huge SMB opportunity for TransPromo t it f T P © 2010 InfoTrends, Inc. www.infotrends.com 14
  • 15. Advertising Inserts – are often not read! ? © 2010 InfoTrends, Inc. www.infotrends.com 15
  • 16. Bills and Statements Get Opened! 96.3% Bills 98.70% 95.3% Statem ents 98.40% 77.9% Coupon packs 79.70% 73.1% Catalogues 72.20% Prom otional inserts included 53.4% w ith bills & statem ents 68.20% 68 20% Addressed m ail from 48.4% unfam iliar businesses 54.20% 26.9% Credit card offers 28.60% North Am erica (N = 1,067) Unaddressed m ail from 29.6% unfam iliar businesses 26.30% Western Europe (N = 2,460) 0.00% 0 00% 100.00% 100 00% Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 16
  • 17. Reaching Consumers Transaction documents represent billions of customer touch- p points – marketers are catching on! g The next wave will be targeted Loyalty Programs (acquisition and retention) designed around the natural touch-point of consumer transaction behavior. © 2010 InfoTrends, Inc. www.infotrends.com 17
  • 18. Transactional + Promotional = “TransPromo” is Hot Graphic TransPromo Data Center/IT Communications Design centric Combining complex Data centric Lower speed Lower-speed output design with complex High-speed output g p p Direct Mail data Statements Brochures High-Speed Output Invoices Postcards 401K Prospectus Newsletters Brokerage Account Information Checks © 2010 InfoTrends, Inc. www.infotrends.com 18
  • 19. TransPromo – What is it? TransPromo is the inclusion of messaging ON transaction documents. While the term suggests “promotional,” the application is much broader. promotional, It is more than promotional messaging: • Trans-Promotional • Trans-Educational • Trans-Informational • Trans-Notification © 2010 InfoTrends, Inc. www.infotrends.com 19
  • 20. It’s the “ONSERT” that Works! Images care of EMC Document Sciences © 2010 InfoTrends, Inc. www.infotrends.com 20
  • 21. TransPromo: A Trusted Source • Y Your Church Ch h • Your Dentist • Your Financial Advisor • Your Bank/Credit Union • Your Air Conditioning Supplier p • Your Lawn Care Specialist © 2010 InfoTrends, Inc. www.infotrends.com 21
  • 22. Statement Redesign for Audi Financial Services © 2010 InfoTrends, Inc. www.infotrends.com 22
  • 23. Humana: Helping Consumers Stay Healthy © 2010 InfoTrends, Inc. www.infotrends.com 23
  • 24. InfoTrends TransPromo Research T P R h © 2010 InfoTrends, Inc. www.infotrends.com 24
  • 25. Consumer Respondents • 3,527 consumer respondents Consumers (N = 3,527 Respondents) 8 countries Belgium 300+ respondents from each country United States 12.0% 21.4% • Guidelines: Canada 8.9% 18+ years of age Internet-connected United France Resides in the Belgium, Canada, France, Kingdom 11.7% 11.9% Germany, Italy, Sweden, United Kingdom, United States Sweden Germany 11.4% 11.4% Italy 11.4% Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 25
  • 26. Direct Marketer and Document Owner Respondents • 1,416 direct marketer and transaction document owner respondents Direct Marketers and Transaction Document Owners (N = 1,416 Respondents) 8 countries Belgium 6.1% Canada 60+ respondents from each country 11.6% United States • Guidelines: 32.5% Operations in Belgium, Canada, France, France Germany, Italy, Sweden, United Kingdom, 10.5% United States Responsible for the purchase or development of direct marketing programs United Germany ( (direct marketers) ) Kingdom 14.9% 10.7% Responsible for the purchase, Sweden Italy 4.3% 9.5% development, or deployment of transaction documents (transaction document owners) Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 26
  • 27. Print Service Provider Respondents • Quantitative research for the United States and Canada Web-deployed survey to 230 print service providers with operations in the United States and Canada These print service providers ranged in size, industry, and interest levels toward TransPromo • Qualitative research in Western Europe Phone interviews with a dozen print service providers with operations in Western Europe Significant volume (>20%) in transaction printing/processing Interviews include various sizes of providers currently engaged i T d in TransPromo and th P d those who are not h t © 2010 InfoTrends, Inc. www.infotrends.com 27
  • 28. W.E.: Consumer Feelings about Receiving TransPromo Documents I would prefer not to receive documents in this fashion It is an environmentally-friendly alternative that I support I prefer this method to receiving additional mailings I prefer this method to inserts sent in the same envelope It serves as a more effective communication 60% 40% 20% 0% Total Belgium France Germany Italy Sweden UK N = 2460 424 413 403 401 400 419 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 28
  • 29. Time Spent Reviewing Bills and Statements: Mail + Online 5 4.87 Mail Online 4.04 4 04 4.12 4 3.68 3.64 3.55 3.58 3.36 3.26 3.06 3.06 3.14 3 2.83 2 83 Minutes 2.47 2 1 0 Belgium Canada France Germany Italy Sweden United United Kingdom States N= 424 313 413 403 401 400 419 754 Consumers Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 29
  • 30. Transactional Mail gets Read! • Consumers spend an average of three to four minutes reviewing each statement they receive in the mail • 20% of consumers spend five minutes or more Source: Trans Meets Promo… Is It More than Market Hype? InfoTrends, August 2008 © 2010 InfoTrends, Inc. www.infotrends.com 30
  • 31. Preference for Mail Printed on Recycled Paper It doesn't matter No Yes 100% 14.1% 23.1% 21.4% 24.9% 25.2% 25.4% 3.4% 34.5% 36.2% 80% 2.8% 2.9% 1.6% 6.6% 9.0% 7.0% 4.8% 60% 82.5% 40% 75.6% 73.2% 73 2% 3% 74.3% 68.6% 65.5% 58.6% 59.0% 20% 0% Belgium Canada France Germany Italy Sweden United United Kingdom States N= 424 313 413 403 401 400 419 754 Consumers Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 31
  • 32. W.E.: Primary Reason for Contacting Provider about a Bill or Statement Perceived billing error Unclear transaction information Change of address or contact details Service cancellation Response to a promotional message Other 100% 80% 60% 40% 20% 0% Total Belgium France Germany Italy Sweden UK N= 828 135 103 118 138 152 182 Consumer respondents who have contacted their billing / statement provider Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 32
  • 33. Customer Support Calls Received per Month Mean=1,571 Mean=1,259 100% 4.1% 1.6% 4.0% 4.1% 4 1% 8.2% 6.6% 80% 13.6% 16.6% 10,000 or more 5,000 to 9,999 60% 2,500 to 4,999 1,000 to 2,499 40% 52.7% 65.7% 65 7% 1 to 999 0 20% 15.6% 7.0% 0% North America (N=241) Western Europe (N=501) Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 33
  • 34. Cost of Call Center Maintenance Mean=1,571 Mean=1,259 Average C A Cost per $10.50 €10.60 Customer Support Call $16,495.50 $16 495 50 €13,345.40 €13 345 40 per month per month $160,145.00 $160 145 00 Euro/yr Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 34
  • 35. Average Number of Pages Per Bill or Statement 1 2 3 4 5 6 to 9 10+ Mean=3.1 Mean=3.8 100% 7.4% 13.2% 7.5% 80% 7.9% 14.2% 16.6% 60% 23.8% 40% 26.6% 26.7% 20% 28.6% 8.2% 0% North America (N=241) N th A i (N 241) Western Europe (N=501) W t E (N 501) Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 35
  • 36. TransPromo Can Save Companies Money! 1. TransPromo reduces postage costs. 2. It can reduce the volume of customer communications while maximizing overall effectiveness. This means overall savings in print expenditures ll i i i t dit through the aggregation of direct mail and transaction documents. 3. Effective TransPromo communications can reduce the number of calls into a call center, as well as call duration. 4. As consumers and operations executives become more technology-savvy, printed TransPromo communications can be used to promote the acceleration of e-statement delivery. This has further cost and environmental benefits. © 2010 InfoTrends, Inc. www.infotrends.com 36
  • 37. e-Communications to Enhance Customer Service © 2010 InfoTrends, Inc. www.infotrends.com 37
  • 38. Adding Mobile to the Mix with QR Codes What can the recipient do? • Pay a bill • Accept an offer (from a statement or a direct mail piece) • Link to a landing page • Provide survey information predicated on the offer © 2010 InfoTrends, Inc. www.infotrends.com 38
  • 39. Portion of Direct Mail Spending with External Providers 50% 45.3% 45 3% 39.8% 40% 37.8% 38.2% 33.4% 31.6% 31 6% 31.1% 31 1% 30.1% 30% 20% 10% 0% Belgium Canada France Germany Italy Sweden United United Kingdom States N= 36 104 49 72 48 39 45 279 Direct Marketers Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 39
  • 40. Direct Marketing Spending by Channel Print Web Telemarketing Mobile (SMS) Other 100% 9.2% 15.8% 5.1% 80% 9.4% 5.9% 13.6% 60% 31.8% 27.1% 40% 20% 44.4% 37.6% 0% North America (N=383) Western Europe (N=290) Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 40
  • 41. Top 5 Factors When Selecting an External Provider North America (N=302) (N 302) Western Europe (N=267) (N 267) 1. Ability to provide a full range of Quality services from design to mailing 2. 2 Price Price 3. Easy to work with Ability to provide a full range of se ces o design o a g services from des g to mailing 4. Past experience Easy to work with 5. 5 Quality Past experience Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2010 InfoTrends, Inc. www.infotrends.com 41
  • 42. Business Value of TransPromo • Reducing costs – Operational Effectiveness Print spend Postage Call centers • Making Money – Revenue Growth Consumers read TransPromo documents Cross selling and up selling Customer life cycle management Transforming operational costs into revenue sources © 2010 InfoTrends, Inc. www.infotrends.com 42
  • 43. Why TransPromo Now? • Technology advances in inkjet • Vendors want a new consumable revenue opportunity • Competition will drive the market forward Many continuous feed competitors (and not all are inkjet) continuous-feed Expansion of high-end cut-sheet color • W kfl Workflow, finishing, application support, and business fi i hi li ti t db i development • Consumers have greater expectations for turnaround time, immediacy, relevancy and efficiency • Expected to be a double-digit growth segment worldwide © 2010 InfoTrends, Inc. www.infotrends.com 43
  • 44. Platinum Sponsors Producers Chicago  August 10 & 11 August 10 & 11 Corporate Marketing  Agencies Marketing Service Providers © 2010 InfoTrends, Inc. www.infotrends.com 44
  • 45. InfoTrends’ European Events 3rd Annual Moscow October 18  October 18 – 22 Brussels October 27 & 28 © 2010 InfoTrends, Inc. www.infotrends.com 45
  • 46. Thank You! Grazie! CBondy@InfoTrends.com © 2010 InfoTrends, Inc. www.infotrends.com 46

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