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Ralf Schlozer - Enhancing your TransPromo Strategy

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    Ralf Schlozer - Enhancing your TransPromo Strategy Ralf Schlozer - Enhancing your TransPromo Strategy Presentation Transcript

    • Enhancing you Transpromo StrategyRalf SchlözerDirector On Demand Printing & Publishing Europe
      28.10.2010
    • 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
    • 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
    • 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
    • InfoTrends’ Commitment to Transaction Output Research
      2009
      2008
      2006
      2003
      1997
    • 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
    • Number of Transaction Documents Received Per Month
      N/A*
      N = 1,059 424 313 413 403 401 400 419 754
      Consumers
      *Did not ask in Australia
      Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008
      Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
      Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
    • Number of Transaction Documents Received Per Month
      N/A*
      N = 1,059 424 313 413 403 401 400 419 754
      Consumers
      *Did not ask in Australia
      Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008
      Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
      Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
    • Mail Open Rates
      N/A: Did not ask in Australia
      Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008
      Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
      Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
    • Mail Open Rates
      N/A: Did not ask in Australia
      Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008
      Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
      Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
    • Time Spent Reviewing Bills and Statements: Mail
      N = 1,059 424 313 413 403 401 400 419 754
      Consumers
      Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008
      Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
      Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
    • Time Spent Reviewing Bills and Statements: Mail
      N = 1,059 424 313 413 403 401 400 419 754
      Consumers
      Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008
      Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
      Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
    • Time Spent Reviewing Bills and Statements: Mail + Online
      N/A*
      N/A*
      N = 1,059 424 313 413 403 401 400 419 754
      Consumers
      *Did not ask
      Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008
      Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
      Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
    • Bill and Statement Providers Moving Customers Online
    • TransPromo Also Exists Online!
      Account number
      Expanding the role of the transaction document:
      “Your statement, news, and offers”
      “View Activity” button allows for more “promotional” space
      Personalization
      Cross-selling products: “Join Delta Sky Miles”
      Transactional information
      Your “Gateway” to Other Delta Web pages
      “View More” Offers
      Partner advertising
    • 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
    • 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
    • ralf_schlozer@infotrends.com