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Ralf Schlozer - Enhancing your TransPromo Strategy

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  • 1. © 2010 InfoTrends, Inc. www.infotrends.com Enhancing you Transpromo Strategy Ralf Schlözer Director On Demand Printing & Publishing Europe 28.10.2010
  • 2. 2© 2010 InfoTrends, Inc. www.infotrends.com The Transaction Output Market • The transaction output industry is undergoing significant change today  Sustained focus on cost-reduction  Increased focus on shorter document length  Growing interest in electronic document delivery  Growing interest in improved customer communications and full-color document output • As a result, “TransPromo” communications are gaining traction in global markets
  • 3. 3© 2010 InfoTrends, Inc. www.infotrends.com How InfoTrends Defines TransPromo • TransPromo is the inclusion of non-mission critical messaging on the face of a transaction document • While the definition suggests promotional messaging (Transaction + Promotion = TransPromo), the term encompasses all types of messaging  promotional, educational, informational, or a notification • TransPromo does not require color, nor does it require print – it is prevalent in monochrome printing environments as well as in electronic presentment
  • 4. 4© 2010 InfoTrends, Inc. www.infotrends.com Implementation Levels Vary Significantly • Basic TransPromo  Adding value to a transaction document using static messaging  Cross-selling and up-selling internal products and services only • Advanced TransPromo  Sophisticated trigger-based targeted (personalized) messaging  Targeted third party advertising that subsidizes the cost of the mailing Images care of Broadview Networks and Humana
  • 5. 5© 2010 InfoTrends, Inc. www.infotrends.com InfoTrends’ Commitment to Transaction Output Research The Internet and Future of Transaction Documents The Future of Mail and Transaction Documents The Future of Mail and Transaction Documents Trans Meets Promo… Is It More Than Market Hype? Trans Meets Promo: A European Perspective 1997 2003 2006 2008 2009
  • 6. 6© 2010 InfoTrends, Inc. www.infotrends.com TransPromo Data from Around the Globe • InfoTrends has conducted TransPromo research in Australia, Belgium, Canada, France, Germany, Italy, Sweden, the United Kingdom, and the United States • The following consumer data confirms the importance of the transaction document – in both print and electronic forms • Corporations need to understand the importance of this communication channel
  • 7. 7© 2010 InfoTrends, Inc. www.infotrends.com Number of Transaction Documents Received Per Month 4.7 5.9 6.0 5.0 4.9 4.0 6.4 5.3 7.7 2.3 2.3 2.3 3.5 2.5 3.2 2.8 3.6 0 2 4 6 8 10 12 Australia Belgium Canada France Germany Italy Sweden United Kingdom United States Transaction Documents Received via the Internet Transaction Documents Received via Mail N/A* *Did not ask in Australia Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010 Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 N = 1,059 424 313 413 403 401 400 419 754 Consumers
  • 8. 8© 2010 InfoTrends, Inc. www.infotrends.com Number of Transaction Documents Received Per Month 4.7 5.9 6.0 5.0 4.9 4.0 6.4 5.3 7.7 2.3 2.3 2.3 3.5 2.5 3.2 2.8 3.6 0 2 4 6 8 10 12 Australia Belgium Canada France Germany Italy Sweden United Kingdom United States Transaction Documents Received via the Internet Transaction Documents Received via Mail N = 1,059 424 313 413 403 401 400 419 754 Consumers N/A* *Did not ask in Australia Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010 Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
  • 9. 9© 2010 InfoTrends, Inc. www.infotrends.com 35.4% 98.5% 28.6% 54.2% 68.2% 98.4% 98.7% 29.6% 26.9% 48.4% 53.4% 77.9% 95.3% 96.3% 73.5% 51.0% 97.1% 21.8% 47.3% 79.7% 72.2% 26.3% 73.1% 0% 100% Unaddressed mail from unfamiliar businesses Credit card offers Addressed mail from unfamiliar businesses Promotional inserts included with bills & statements Catalogues Coupon packs Statements Bills North America (N = 1,067) Western Europe (N = 2,460) Australia (N = 1,059) Mail Open Rates Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010 Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 N/A: Did not ask in Australia
  • 10. 10© 2010 InfoTrends, Inc. www.infotrends.com Mail Open Rates Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010 Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 N/A: Did not ask in Australia 35.4% 98.5% 28.6% 54.2% 68.2% 98.4% 98.7% 29.6% 26.9% 48.4% 53.4% 77.9% 95.3% 96.3% 73.5% 51.0% 97.1% 21.8% 47.3% 79.7% 72.2% 26.3% 73.1% 0% 100% Unaddressed mail from unfamiliar businesses Credit card offers Addressed mail from unfamiliar businesses Promotional inserts included with bills & statements Catalogues Coupon packs Statements Bills North America (N = 1,067) Western Europe (N = 2,460) Australia (N = 1,059)
  • 11. 11© 2010 InfoTrends, Inc. www.infotrends.com Time Spent Reviewing Bills and Statements: Mail 3.14 3.36 3.55 4.04 4.87 3.26 3.68 3.58 3.64 0 1 2 3 4 5 Australia Belgium Canada France Germany Italy Sweden United Kingdom United States TimeSpentReviewing(Minutes) Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010 Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 N = 1,059 424 313 413 403 401 400 419 754 Consumers
  • 12. 12© 2010 InfoTrends, Inc. www.infotrends.com Time Spent Reviewing Bills and Statements: Mail 3.14 3.36 3.55 4.04 4.87 3.26 3.68 3.58 3.64 0 1 2 3 4 5 Australia Belgium Canada France Germany Italy Sweden United Kingdom United States TimeSpentReviewing(Minutes) Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010 Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 N = 1,059 424 313 413 403 401 400 419 754 Consumers
  • 13. 13© 2010 InfoTrends, Inc. www.infotrends.com Time Spent Reviewing Bills and Statements: Mail + Online 3.14 3.36 3.55 4.04 4.87 3.26 3.68 3.58 3.64 2.89 2.47 3.06 4.12 3.06 3.14 2.83 0 1 2 3 4 5 Australia Belgium Canada France Germany Italy Sweden United Kingdom United States TimeSpentReviewing(Minutes) Mail Online Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010 Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 N/A* N/A* *Did not ask N = 1,059 424 313 413 403 401 400 419 754 Consumers
  • 14. 14© 2010 InfoTrends, Inc. www.infotrends.com Bill and Statement Providers Moving Customers Online
  • 15. 15© 2010 InfoTrends, Inc. www.infotrends.com TransPromo Also Exists Online! Transactional information “View Activity” button allows for more “promotional” space Account number Expanding the role of the transaction document: “Your statement, news, and offers” Personalization Cross-selling products: “Join Delta Sky Miles” Partner advertising “View More” Offers Your “Gateway” to Other Delta Web pages
  • 16. 16© 2010 InfoTrends, Inc. www.infotrends.com Market Opportunity for Vendors and Service Providers • In print:  Move from black & white to full color (increases workflow efficiency)  Increasing the value of the printed bill or statement (TransPromo) • Online:  New document delivery needs (secure portal, data hosting, etc.)  Increasing the value of the online bill or statement (TransPromo) • Both:  Document redesign (including creative and consulting services)  Often a need for new document composition tools
  • 17. 17© 2010 InfoTrends, Inc. www.infotrends.com Conclusions and Recommendations • Bills and statements get through the mail – just because companies are moving to electronic delivery does not mean that it optimizes the communication opportunity • Consumers spend substantial time reading and reviewing bills received via mail and online • Bill and statement providers who choose online delivery should still focus on “value-add” – the concept of TransPromo exists online! • TransPromo meets both business operational and marketing objectives • With education on the benefits, TransPromo presents a substantial business opportunity
  • 18. 18© 2010 InfoTrends, Inc. www.infotrends.com ralf_schlozer@infotrends.com