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State Of The Industry: TransPromo in Western Europe - Barb Pellow
 

State Of The Industry: TransPromo in Western Europe - Barb Pellow

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    State Of The Industry: TransPromo in Western Europe - Barb Pellow State Of The Industry: TransPromo in Western Europe - Barb Pellow Presentation Transcript

    • State of the Industry Address: TransPromo in Western Europe Barbara Pellow Group Director October 6, 2009
    • TransPromo…Maybe It’s “Borrowing Brilliance” • Step 1: Defining—Define the problem you are trying to solve. • Step 2: Borrowing—Borrow ideas from places with a similar problem. • Step 3: Combining—Connect and combine these borrowed ideas. • Step 4: Incubating—Allow combinations to incubate into a solution. • Step 5: Judging—Identify the strength and weakness of the solution. • Step 6: Enhancing—Eliminate weak points while enhancing strong ones. © 2009 InfoTrends, Inc. www.infotrends.com 2
    • TransPromo: Borrowed Brilliance • The Problem Statement: Changing Media Dynamics • Defining TransPromo • Why Now…with Some Borrowed Ideas! • The Ultimate Value Proposition © 2009 InfoTrends, Inc. www.infotrends.com 3
    • The Problem Statement © 2009 InfoTrends, Inc. www.infotrends.com 4
    • Consumers are “Always ON”! © 2009 InfoTrends, Inc. www.infotrends.com 5
    • 50% of Europeans are Connected… • More than 50% of European households were logged on in 2008, a 282.9% increase since 2000 • Mobile phones are a “way of life” in Europe: only three countries in 2008 had less than 110% penetration. • Facebook penetration in double digits: - Norway 42.50% - Denmark 38.28% - U.K. 28.47% - Sweden 23.10% - Belgium 20.39% - Italy 14.78% - France 14.72% • 12.1 million mobile phone users in Western Europe (comprised of U.K., France, Germany, Italy, and Spain). • Mobile social networking in grew 152% from November 2007 to November 2008 in Western Europe Source: Internet World Stats Comscore © 2009 InfoTrends, Inc. www.infotrends.com 6
    • Marketing Channels Used Which of the following marketing channels do you use? e-Mail 71.8% Internet/Web 59.5% Addressed direct mail 57.7% Magazine 40.5% Outdoor 33.7% Social media 27.8% Unaddressed direct mail 26.8% Point of purchase 26.1% Telemarketing 25.8% Radio 17.9% Television 17.5% SMS 15.5% Other 4.8% Multiple Responses Permitted 0% 20% 40% 60% 80% N = 291 Respondents who are most familiar with Direct Marketing Source: InfoTrends European TransPromo Study, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 7
    • They Work! More Channels = More Response Please provide the average response rate of campaigns that use the following Improvement over combinations of media channels. print-only campaigns Print, e-mail, and Web landing pages 8.8% 35% Print, e-mail, Web landing pages, and 8.7% mobile marketing 34% 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 © 2009 InfoTrends, Inc. www.infotrends.com 8
    • From Multi-Channel Campaign Management to Multi-Channel Conversation Management™ Social networking is integral to all marketing activities • Wikipedia has more than 13 million articles • More than 100 million videos are viewed on YouTube every day, and over 65,000 new videos are uploaded each day • There are 400 million blogs in existence • Flickr contains more than 3.6 billion images • Every day, more than 5 billion minutes are spent on Facebook • The monthly growth rate of Twitter between January and February of 2009 was 1,382% © 2009 InfoTrends, Inc. www.infotrends.com 9
    • The Problem Statement Reaching the unreachable consumer! © 2009 InfoTrends, Inc. www.infotrends.com 10
    • TransPromo: It’s More than a Pretty Statement © 2009 InfoTrends, Inc. www.infotrends.com 11
    • TransPromo – It’s an Opportunity for Effective Communications • Trans-Promotional • Trans-Educational • Trans-Custom Publishing • Trans-Notification A transaction is an agreement, communication, or movement carried out between separate entities involving the exchange of items of value, including information, goods, services, and money. © 2009 InfoTrends, Inc. www.infotrends.com 12
    • TransPromo – From a Trusted Source • Your Church • Your Dentist • Your Financial Advisor • Your Bank/Credit Union • Your Dentist • Your Air Conditioning Supplier • Your Lawn Care Specialist © 2009 InfoTrends, Inc. www.infotrends.com 13
    • Top 10 Borrowed/Brilliant Reasons for TransPromo © 2009 InfoTrends, Inc. www.infotrends.com 14
    • Top 10 Borrowed Ideas! 1. Transaction documents get opened by consumers; they cut through the clutter in a complex media environment 2. CMOs need to do more with less…transaction documents are going in the mail anyway, so it is important to optimize this customer touchpoint 3. TransPromo saves money—it reduces operational expenses (including postage and call center costs) 4. TransPromo can transform operational costs into a revenue stream 5. TransPromo is a highly targeted, measurable form of direct mail that helps companies increase revenues; it is based on an “opt-in” relationship 6. TransPromo is more than a marketing message on a statement…it can be used to inform, educate, and instill loyalty 7. Technology is available to affordably integrate color and personalization, yielding improved results 8. Software solutions are readily available; ease-of-use is moving power into the hands of marketers 9. TransPromo is an ideal mechanism for engaging a client in a multi- channel conversation 10. TransPromo is “green” © 2009 InfoTrends, Inc. www.infotrends.com 15
    • Number 1: Bills and Statements Received What is your opinion regarding the bills and statements that you receive? Completely agree Slightly agree Don’t agree/ don’t disagree Slightly disagree Completely disagree Don’t know / Not applicable I no longer require bills and statements to be sent via mail, I only need to receive them online. I want the option to receive my bills and statements online. My bills and statements are difficult to understand. I always open the bills and statements that I receive in the mail. 0% 20% 40% 60% 80% 100% N = 2460 Consumers; Infotrends European TransPromo Study October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 16
    • Mean Average Amount of Time Spent Reviewing Monthly Statements Received in the Mail On average, how much time do you spend reviewing each of the monthly statements you receive IN THE MAIL? 5 4.51 4 3.80 3.54 3.43 3.30 3.12 3.09 3 Minutes 2 1 0 Total Belgium France Germany Italy Sweden UK N= 2460 424 413 403 401 400 419 Source: InfoTrends European TransPromo Study, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 17
    • Mean Average Amount of Time Spent Reviewing Monthly Statements Received Online On average, how much time do you spend reviewing each of the monthly statements you receive ONLINE? 5 4 3.85 2.90 3.01 3 2.86 2.82 2.60 Minutes 2.31 2 1 0 Total Belgium France Germany Italy Sweden UK N= 2459 424 413 402 401 400 419 Source: InfoTrends European TransPromo Study, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 18
    • Number 2: CMOs Need to do More With Less • Europeans receive an average of 8.1 transaction documents every month; 5.3 printed and 2.8 online 10 Number of Transaction Documents 8 Received per Month in the Mail 6.4 5.9 Documents 6 5.3 5.3 5.0 4.9 4.0 4 2 0 Total Belgium France Germany Italy Sweden UK 5 Number of Transaction Documents 4 Received per Month via Internet 3.5 3.2 2.8 2.8 Documents 3 2.5 2.3 2.3 2 1 0 Total Belgium France Germany Italy Sweden UK Source: InfoTrends European TransPromo Study, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 19
    • Doing More with Less…Using the Transactional Mail Touchpoint • Touchpoints - All physical and communication interactions an audience experiences with a company during their relationship with the company • Retain loyal customers • Increase revenues by expanding the relationship • Referrals from loyal customers © 2009 InfoTrends, Inc. www.infotrends.com 20
    • Number 3: 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 enhancing overall savings in print expenditures 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. © 2009 InfoTrends, Inc. www.infotrends.com 21
    • More than Half of Direct Mail $ Being Spent on Existing Customers Today! What percent of your direct mail falls into each of the two following categories? New customer acquisition 48.3% Customer retention and up- selling 51.7% N = 289 Respondents who are most familiar with Direct Marketing Source: InfoTrends European TransPromo Study, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 22
    • e-Communications to Enhance Customer Service © 2009 InfoTrends, Inc. www.infotrends.com 23
    • Number 4: TransPromo Can Transform Operational Costs into a Revenue Stream © 2009 InfoTrends, Inc. www.infotrends.com 24
    • Number 5: TransPromo is Targeted, Measurable, and Directed at Someone You Know © 2009 InfoTrends, Inc. www.infotrends.com 25
    • Parajet…Measureable Results for ICA Redemption © 2009 InfoTrends, Inc. www.infotrends.com 26
    • pURL Current B&W Promo Full TransPromo © 2009 InfoTrends, Inc. www.infotrends.com 27
    • Number 6:TransPromo Can be Used to Inform and Educate as well as Promote © 2009 InfoTrends, Inc. www.infotrends.com 28
    • Number 7: Digital Print Technology is Driving the TransPromo Market • Significant technology advances High-speed continuous-feed color with wider webs and MICR Customer relationship management (CRM) software tools Multi-channel communications • The cost barrier has been broken Color digital printing can cost-effectively handle forms replacement - This sets the stage for more complex applications, like TransPromo © 2009 InfoTrends, Inc. www.infotrends.com 29
    • Flexibility of Inkjet Technologies Inkjet technologies can meet a wide range of document needs (monochrome, light coverage color, or full color) cost-effectively with a single device © 2009 InfoTrends, Inc. www.infotrends.com 30
    • Recent Technology Developments • MICR (Magnetic Ink Character Recognition) A typical feature of toner-based continuous-feed products in transaction environments Hybrid inkjet toner solutions are not very elegant Océ announced the first inkjet MICR integrated with a color continuous-feed system (JetStream) - Others will soon follow • Wider web In the past, these products had typically been 20 inches New announcements expand this to 30 inches - HP Inkjet Web Press, Océ JetStream 2800, R.R. Donnelley IPS 3 - Kodak’s Prosper Color XL has a 25.5-inch web width • Speed Multiple continuous-feed products will have throughput above 2,500 A4/letter images per minute Cut-sheet color inkjet products are also reaching new heights (RISO ComColor) © 2009 InfoTrends, Inc. www.infotrends.com 31
    • Market Changes in High-Speed Continuous Feed Digital Color $7,000,000 Price vs. Throughput About this Graphic: • Shows available products only Océ JetStream 3000 • Does not include products where the $6,000,000 vendor has not released a list price • Positions are approximate • See box below for omitted products Kodak Versamark VX5000 plus (4/4W) Océ JetStream 2200 Acquisition Price (list) $5,000,000 Two future products whose approximate list prices have been made public are shown in blue: Kodak Versamark VT3000 500 • HP Inkjet Web Press • Kodak Prosper Color XL $4,000,000 Océ JetStream 1500 Xerox 980 Kodak Prosper Color XL $3,000,000 Océ JetStream 1100 Kodak Versamark VL2000 (1090) HP Inkjet Web Press Agf a Dotrix Kodak Versamark VT3000 250 (1090) No published or available list price: $2,000,000 Océ JetStream 750 Kodak Versamark VX5000 plus (4/0N) • InfoPrint Solutions InfoPrint 5000 Xerox 490 • Miyakoshi MJP600 Kodak Versamark VL2000 (4/0) •Screen TruePress Jet 520 family Océ ColorStream 10000 $1,000,000 Future product (no list price): Punch Graphix Xeikon 8000 • HP Indigo W7200 Kodak Versamark VT3000 250 (4/0 narrow) • Kodak Versamark VL4000/VL6000 HP Indigo w3250 & Punch Graphix Xeikon 6000 • Océ JetStream 500/1000 and 2800 $0 0 500 1,000 1,500 2,000 2,500 3,000 3,500 13 15 17 19 21 23 25 11 1 3 5 7 9 Throughput (A4/letter) © 2009 InfoTrends, Inc. www.infotrends.com 32
    • Global Product Placements are Soaring 200 180 160 140 120 AP ROW 100 USA 80 W. Europe 60 40 20 0 2005 Units 2006 Units 2007 Units 2008 Units Source: InfoTrends; products with duty cycles greater than 10 million impressions per month © 2009 InfoTrends, Inc. www.infotrends.com 33
    • What’s Next? • The ability to print on coated papers Expands the market opportunity beyond TransPromo and direct mail • Continued speed and quality increases • Innovative use of fifth color station Special effects Coatings Security © 2009 InfoTrends, Inc. www.infotrends.com 34
    • Number 8: Software Solutions Expand TransPromo Market Penetration • Vendors are building solutions with open architectures for integration with existing systems and the creation of new applications • Solutions are increasingly becoming multi-channel communication enablers • VDP solutions that play in the graphic arts arena are adding functionality to play in the TransPromo space (i.e., Pageflex, Printable, XMPie) • Major trend: Putting the power of document control in the hands of the business user © 2009 InfoTrends, Inc. www.infotrends.com 35
    • Message Management Workflow Empowers Business Users • Launching a successful TransPromo campaign requires bringing marketing into the fold • Document composition vendors are adding message creation and management components – Web-based solution for interacting with TransPromo documents • “Drag-and-drop” simplicity for creating and managing marketing messages – Geared toward ease-of-use for business users to add marketing messages tied to customer data • Approval workflows can be built, adding automation to accountability © 2009 InfoTrends, Inc. www.infotrends.com 36
    • Message Management Workflow (1) 1. 2. 3. Logo Msg 1 Msg 2 Msg 3 IF Gender = Male and Income = Over $75,000 Display Message 1 ELSE Display Message 2 Document Template Created Template is Uploaded to Business User Matches with Messaging Placeholders Message Management Messages to Target System Demographics (i.e., Data) © 2009 InfoTrends, Inc. www.infotrends.com 37
    • Message Management Workflow (2) 4. 5. 6. Logo Logo Msg 1 Msg 3 Logo Msg 2 Msg 2 Msg 1 Msg 3 Proof Documents to Send through Approval Send to Production Ensure Logic is Correct Workflow to Finalize © 2009 InfoTrends, Inc. www.infotrends.com 38
    • Number 9: TransPromo Means Engaging in a Multi-channel Dialogue Monologue Dialogue TO © 2009 InfoTrends, Inc. www.infotrends.com 39
    • Mean Percentage of Marketing Campaigns with Integrated Direct Mail and Web Marketing What percent of your marketing campaigns will integrate printed direct mail with Web marketing for the following years? An example would be a direct mail piece highlighting a Web address where the recipient could visit to learn more about the offer. 2013 48.8% 2011 43.8% 2009 34.3% 0% 10% 20% 30% 40% 50% N = 289 Respondents who are most familiar with Direct Marketing © 2009 InfoTrends, Inc. www.infotrends.com 40
    • TransPromo Mobile Solutions Emerge © 2009 InfoTrends, Inc. www.infotrends.com 41
    • 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 provided on the offer © 2009 InfoTrends, Inc. www.infotrends.com 42
    • Paper is the Ultimate Interactive Media • V-card encoded temporary tattoo for booth scanning at a trade show • URL encoded temporary tattoo containing Facebook profile • Business card with Google Maps location encoded with QR code • URL encoded QR code linking to the trailer for a film • Wedding invitation with URL- encoded online RSVP link • Living books • Interactive social networking © 2009 InfoTrends, Inc. www.infotrends.com 43
    • Number 10: TransPromo is Green! • Reduced inserts = reduced carbon emissions • Any mailing that is suppressed or combined as a result of TransPromo produces savings for paper, envelopes, and transportation of those mail pieces. • TransPromo drives electronic bill payment and interactive multi- media communications TransPromo does not always mean “TransPrinted” © 2009 InfoTrends, Inc. www.infotrends.com 44
    • The Top 10 Borrowed Ideas…Combined 1. Transaction documents get opened by consumers; they cut through the clutter in a complex media environment 2. CMOs need to do more with less… transaction documents are going in the mail anyway, so this customer touchpoint should be optimized 3. TransPromo saves money by reducing operational expenses (including postage and call center costs) 4. TransPromo can transform operational costs into a revenue stream 5. TransPromo is a highly targeted, measurable form of direct mail that helps companies increase revenue; it is based on an “opt-in” relationship 6. TransPromo is more than a marketing message on a statement—it can be used to inform, educate, and instill loyalty 7. Technology is available to affordably integrate color and personalization, yielding improved results 8. Software solutions are readily available; ease-of-use is moving power into the hands of marketers 9. TransPromo is an ideal mechanism for engaging a client in a multi-channel conversation 10. TransPromo is “green” © 2009 InfoTrends, Inc. www.infotrends.com 45
    • Borrowed TransPromo Brilliance…Like Structuring a House • The foundation is defining the problem • Borrow ideas from competitors and other industries • Combine to form the overall structure © 2009 InfoTrends, Inc. www.infotrends.com 46
    • Completing the House • Incubate • Judge • Enhance © 2009 InfoTrends, Inc. www.infotrends.com 47
    • TransPromo Means Borrowing Brilliance • Aggregating the best of transaction documents, direct mail, and interactive media • Combined with: Reduced operational costs and & improved profitability Relevant messaging Increased response rates with effective color utilization Delivery of ROI for the corporation and marketing investments © 2009 InfoTrends, Inc. www.infotrends.com 48
    • TransPromo…It’s Brilliance Borrowed! © 2009 InfoTrends, Inc. www.infotrends.com 49
    • Thank You!! barb@infotrends.com © 2009 InfoTrends, Inc. www.infotrends.com 50