TransPromo: An Idea Whose Time Has Come

 Barbara Pellow
 Group Director, InfoTrends




© 2008 InfoTrends, Inc.          ...
Topics


         • TransPromo and the Market Opportunity

         • TransPromo – It’s More Than a Pretty Statement

    ...
The Market
                          Opportunity




© 2008 InfoTrends, Inc.                 www.infotrends.com   3
The Mail: Statistics
                                            • During 2007, U.S. households received 150.9 billion
   ...
Comparable Trends between U.S. and Western European Mail




Source: Mail Database; Values are in Billions
  © 2008 InfoTr...
Transactional Documents: Market Dynamics

       • Mature market, flat volume for transaction mail sent

       • e-Presen...
TransPromo is Designed to Meet Both Business
Operational and Marketing Objectives
  • Managing and improving cashflow

  •...
TransPromo: It’s MORE
                          Than a Pretty Statement




© 2008 InfoTrends, Inc.                      w...
TransPromo is NOT Just About Statements!


                          • Trans Promotional

                          • Tran...
TransPromo: A Trusted Source

                          • Your Church

                          • Your Dentist

         ...
TransPromo,
                          Transeducational, and
                          Transinformation Content
           ...
Reaching Consumers

        Transaction documents represent billions of customer
             touchpoints – marketers need...
Transactional Mail


             • Consumers spend an average of two to three minutes
               reviewing each state...
Preferences for Receiving Statements via Mail vs.
Online

                                    First Preference for receivi...
Feelings About Unsolicited Direct Mail
        How do you feel about unsolicited direct mail?

                           ...
Feelings About Unsolicited e-Mail
           How do you feel about unsolicited e-mail?

                                  ...
Percentage of Mailings that are Discarded without
Reading
                                              Credit card offers...
The Technology: It’s Here
                          Today!




© 2008 InfoTrends, Inc.                         www.infotre...
Technology: Implementers and Recipients


                          • High-Speed Inkjet

                          • Softw...
Economics: Digital vs. Offset Printing




                                    Off
                                       ...
Market Changes in High-Speed Continuous Feed
Digital Color
                                                               ...
What Happens When Costs Go Down?

                • Application roll-over
                          Forms replacement

   ...
Why TransPromo Now?

                   • Technology advances in inkjet

                   • Vendors want a new consumabl...
Software… A Critical Enabler

                          • Tools to create a more attractive,
                            c...
The Emergence of the Mid-Market (1)
                               How many statements do you generate on a monthly basis?...
The Emergence of the Mid-Market (2)
                              What is your average annual spending on transaction docu...
Software Vendors and Service Bureaus Will Make
It Easy for Mid-Market Players
 • “TransPromo Online” for
   corporate in-p...
Regardless of Size, Messages Will Be Combined
with Transaction Documents
     Do you currently combine messages with your ...
Multi-Channel Marketing Campaign Management

                                           5                 Database
       ...
Using Mobile Devices to Transact Business from a
Printed or e-Statement


                          What can the recipient...
Location-Intelligent TransPromo

                                         Distance Decay Measurement
                     ...
Growth Forecast for TransPromo
                                              68% Compound Annual Growth Rate (CAGR)
      ...
TransPromo: The Challenges




© 2008 InfoTrends, Inc.                       www.infotrends.com 33
TransPromo: The Challenges

                          1. Organizational alignment
                          2. Well-define...
Organizational Alignment: “It Takes A Village” in
Large Enterprises

            • Marketing

            • Line-of-Busine...
TransPromo: It’s More Than Data…
It’s Well-Defined Business Objectives
               • It starts with well-defined busine...
Then There’s the Data…


                          • TransPromo is directed at customers you know.
                       ...
Effective Mining


         • Data Mining Parameters:
                     Association: Patterns where one
               ...
TransPromo: An Offer that Can’t Be Refused


                    • Relevant to the recipient… directed at “Mr. Right”

   ...
Design: TransPromo is No Different from Direct
Mail!
• A headline or
  message geared
  toward the audience

• A visible,
...
Design Linked to Business Objectives
  • Company brand – communication from a well-known
    source where there is an “opt...
TransPromo: It’s a Life Cycle Dialogue with
Existing Customers
                          TransPromo Relationship Dialogue
...
Direct Marketing Channels Used
Which of the following direct marketing channels do you use?



                           ...
TransPromo Delivery: The Right Channel




                 The Internet            E-mail



               Traditional M...
Measurement: Essential to “TransPromo”
Adoption
To what extent do you consider the following to be inhibitors to “transpro...
Whether a Marketing Campaign Dashboard is in
Place
 Do you have a marketing campaign dashboard in place?




             ...
Recommendations
                          and Conclusions




© 2008 InfoTrends, Inc.                     www.infotrends.c...
TransPromo is Simple and Elegant from the
Document Owner and Consumer Perspective
  • Transaction documents command more a...
Recommendations: Marketing Execs and Document
Owners
            • “The Statement” continues to be a “must
              r...
Recommendations: Print Service Providers
       • Measure effectiveness… It’s all about ROI!

       • Multi-channel capab...
Recommendations: Equipment and Software
Providers
                    • TransPromo is poised to take off

                ...
In Conclusion, Driving TransPromo Requires:

                      • Leadership and vision

                      • A desi...
Thank You!




© 2008 InfoTrends, Inc.                www.infotrends.com 53
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Transpromo - Barbara Pellow, InfoTrends

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Transpromo - Barbara Pellow, InfoTrends

  1. 1. TransPromo: An Idea Whose Time Has Come Barbara Pellow Group Director, InfoTrends © 2008 InfoTrends, Inc. www.infotrends.com
  2. 2. Topics • TransPromo and the Market Opportunity • TransPromo – It’s More Than a Pretty Statement • TransPromo – Reaching Consumers • The Technology – It’s Here! • TransPromo – The Challenges • Conclusions and Recommendations © 2008 InfoTrends, Inc. www.infotrends.com 2
  3. 3. The Market Opportunity © 2008 InfoTrends, Inc. www.infotrends.com 3
  4. 4. The Mail: Statistics • During 2007, U.S. households received 150.9 billion pieces of mail; The Western European postal service processed 128 billion items • Transaction volume has been essentially flat since 2003 • The average household received 5.3 mailed transaction documents per week or 21.2 per month; transaction documents per capita were comparable in Europe • Direct mail is $60 billion in the U.S. or 21% of total advertising spend. European direct mail, meanwhile, has grown more rapidly—it was valued at €40 billion and accounted for 32% of spending on traditional media. • DMA estimates that the ROI for direct marketing was $11.69 in incremental revenues for every dollar spent, while the ROI for non-direct advertising was $5.24 in Source: USPS 2007 Household Diary; incremental revenues Mail Trends Update February 2008; Direct Marketing Association © 2008 InfoTrends, Inc. www.infotrends.com 4
  5. 5. Comparable Trends between U.S. and Western European Mail Source: Mail Database; Values are in Billions © 2008 InfoTrends, Inc. www.infotrends.com 5
  6. 6. Transactional Documents: Market Dynamics • 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 • Focus has been on the high-end corporate market and data service bureaus versus the mid-market • The mid-market offers tremendous opportunity for corporate in- plants, data centers, and service bureaus and has a less complex decision-making process © 2008 InfoTrends, Inc. www.infotrends.com 6
  7. 7. TransPromo is Designed to Meet Both Business Operational and Marketing Objectives • Managing and improving cashflow • Reducing costs associated with direct marketing call centers, including migrating a portion of the relationship to the Web • Building loyalty and trust • Cross-selling relevant products and services • Educating the recipient about the company, its products and services, or other important issues • Reinforcing the brand • Retaining clients or reactivating dormant relationships Directed at a known customer where there is an implied “opt-in” relationship to deliver ROI © 2008 InfoTrends, Inc. www.infotrends.com 7
  8. 8. TransPromo: It’s MORE Than a Pretty Statement © 2008 InfoTrends, Inc. www.infotrends.com 8
  9. 9. TransPromo is NOT Just About Statements! • 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. © 2008 InfoTrends, Inc. www.infotrends.com 9
  10. 10. TransPromo: A Trusted Source • Your Church • Your Dentist • Your Financial Advisor • Your Bank/Credit Union • Your Dentist • Your Air Conditioning Supplier • Your Lawn Care Specialist © 2008 InfoTrends, Inc. www.infotrends.com 10
  11. 11. TransPromo, Transeducational, and Transinformation Content Reaches Consumers © 2008 InfoTrends, Inc. www.infotrends.com 11
  12. 12. Reaching Consumers Transaction documents represent billions of customer touchpoints – marketers need to do it right. © 2008 InfoTrends, Inc. www.infotrends.com 12
  13. 13. Transactional Mail • Consumers spend an average of two to three minutes reviewing each statement; 20% of consumers spend five minutes or more • 62% of respondents still consider hard copy mail to be an important part of the transaction document experience • Only 18% of consumers prefer to receive transaction documents via mail and Internet N = 1,067 consumers Source: InfoTrends Trans Meets Promo: Is it More than Market Hype © 2008 InfoTrends, Inc. www.infotrends.com 13
  14. 14. Preferences for Receiving Statements via Mail vs. Online First Preference for receiving Bills Post E-mail Internet Text Message Finland 61% 12% 27% Germany 66% 15% 18% Norway 36% 14% 48% Sweden 61% 12% 27% 0% 20% 40% 60% 80% 100% U.S. Europe Source: 2008 Mail Trends Update © 2008 InfoTrends, Inc. www.infotrends.com 14
  15. 15. Feelings About Unsolicited Direct Mail How do you feel about unsolicited direct mail? I like receiving it and I have no sentiment generally read it one way or the other 2% 6% I do not mind, and Generally annoyed generally open/read and discard without 14% opening/reading 32% I do not mind, but generally ignore Generally annoyed 21% but open/read regardless 25% N = 1,067 Source: Trans Meets Promo… Is It More Than Market Hype?, InfoTrends, 2008 Consumers © 2008 InfoTrends, Inc. www.infotrends.com 15
  16. 16. Feelings About Unsolicited e-Mail How do you feel about unsolicited e-mail? I have no sentiment I like receiving it and one way or the other generally read it 6% 1% I do not mind, and generally open/read 10% Generally annoyed Generally annoyed and discard without but open/read opening/reading regardless 48% 16% I do not mind, but generally ignore 19% N = 1,067 Source: Trans Meets Promo… Is It More Than Market Hype?, InfoTrends, 2008 Consumers © 2008 InfoTrends, Inc. www.infotrends.com 16
  17. 17. Percentage of Mailings that are Discarded without Reading Credit card offers 73.1% Non-personalized mail from unfamiliar … 70.4% Pamphlets from unfamiliar businesses 68.3% Letters from unfamiliar businesses 63.6% Postcards from unfamiliar businesses 57.8% Personalized mail from unfamiliar businesses 51.6% Circulars 48.7% Promotional inserts included with bills or … 46.6% Catalogs 26.9% Coupon packs 22.1% Statements 4.7% Bills 3.7% Other 4.0% 0% 20% 40% 60% 80% Percentage of Respondents N = 1,067 Source: Trans Meets Promo… Is It More Than Market Hype?, InfoTrends, 2008 Consumers © 2008 InfoTrends, Inc. www.infotrends.com 17
  18. 18. The Technology: It’s Here Today! © 2008 InfoTrends, Inc. www.infotrends.com 18
  19. 19. Technology: Implementers and Recipients • High-Speed Inkjet • Software Document Composition Multi-Channel Integration • Mobile Device Integration • Location Intelligence © 2008 InfoTrends, Inc. www.infotrends.com 19
  20. 20. Economics: Digital vs. Offset Printing Off set Phase 1 Phase 2 Phase 3 Phase 4 © 2008 InfoTrends, Inc. www.infotrends.com 20
  21. 21. Market Changes in High-Speed Continuous Feed Digital Color Price vs. Throughput Océ JetStream 3000 Kodak Versamark VX5000 plus (4/4W) Océ JetStream 2200 Acquisition Price (list) Kodak Versamark VT3000 500 Océ JetStream 1500 Notes: Xerox 980 • Available products only • Does not include products where the Océ JetStream 1100 Kodak Versamark VL2000 (1090) vendor has not released a list price • Positions are approximate Kodak Versamark VT3000 250 (1090) No published or available list price: Océ JetStream 750 Kodak Versamark VX5000 plus (4/0N) • InfoPrint Solutions InfoPrint 5000 • Screen TruePress Jet 520 family Xerox 490 Kodak Versamark VL2000 (4/0) Océ ColorStream 10000 Not yet available: • HP Indigo W7200 Punch Graphix Xeikon 8000 • HP Inkjet Web Press Kodak Versamark VT3000 250 (4/0 narrow) • Kodak Stream Concept Press HP Indigo w3250 & Punch Graphix Xeikon 6000 0 500 1,000 1,500 2,000 2,500 3,000 3,500 Throughput (A4/letter) © 2008 InfoTrends, Inc. www.infotrends.com 21
  22. 22. What Happens When Costs Go Down? • Application roll-over Forms replacement • Longer-run applications can move to digital Catalogs, newspapers, magazines, color books • New applications become feasible TransPromo © 2008 InfoTrends, Inc. www.infotrends.com 22
  23. 23. 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) Expansion of high-end cut-sheet color • Workflow, finishing, application support, and business development • Consumers have greater expectations for turnaround time, immediacy, and relevancy © 2008 InfoTrends, Inc. www.infotrends.com 23
  24. 24. Software… A Critical Enabler • Tools to create a more attractive, customer-focused statement that also accommodates dynamic marketing messages and co-branding • Complex page imposition for booklets, and software generated barcodes automate shop floor functions and tracking • Viewing of electronic versions of statements that exactly match printed versions of customer documents • Aggregation, cleansing and manipulation of customer and prospect-centric data — so users can map products to customer segments, cross- sell new services and select individuals and households for marketing efforts based on true customer intelligence © 2008 InfoTrends, Inc. www.infotrends.com 24
  25. 25. The Emergence of the Mid-Market (1) How many statements do you generate on a monthly basis? 60% 54.4% Percentage of Respondents 40% 20% 8.3% 6.6% 6.6% 5.0% 4.1% 2.1% 2.1% 1.2% 2.1% 0.4% 0.8% 0.4% 0.4% 1.2% 0.4% 0.4% 1.7% 1.7% 0% Number of Bills and Statements © 2008 InfoTrends, Inc. www.infotrends.com 25
  26. 26. The Emergence of the Mid-Market (2) What is your average annual spending on transaction documents? 60% Percentage of Respondents 39.8% 40% 20% 15.8% 9.5% 10.8% 6.6% 2.9% 1.7% 3.3% 1.7% 1.7% 0.8% 0.4% 2.1% 0.8% 2.1% 0% Transaction Document Expenditures © 2008 InfoTrends, Inc. www.infotrends.com 26
  27. 27. Software Vendors and Service Bureaus Will Make It Easy for Mid-Market Players • “TransPromo Online” for corporate in-plants and data Data Flow • The next key “Web-to-print” Printable TransPromo and Composition Engines Press Ready Personalized opportunity Source of Customer Data TransPromo Statements Proprietary Formats Printable Template • Affordable SaaS business Export Parser Printable • Business Rules Formats Transform models for in-plants and data Accounting Layer Printable VDP VDP Formats Formats • • Typesetting Image and Billing XML Text Layout service bureaus – simplified Systems Formats • Language Support •(UniCode) implementation QuickBooks GreatPlains Oracle SAP PeopleSoft PeachTree • New opportunity for commercial Sage …etc. Mapping Meta-Data Image Repository printers to utilize excess print capacity 9 • Printable, Prinova, and others working to develop effective options to meet the demands of the mid-market © 2008 InfoTrends, Inc. www.infotrends.com 27
  28. 28. Regardless of Size, Messages Will Be Combined with Transaction Documents Do you currently combine messages with your transaction documents? No, but planning to I am not aware of our by 2011 plans 1% 9% No, put planning to 67% of Marketers by 2010 10% indicated promotional Yes messages will be 41% implemented by No, but planning to 2011. by 2009 15% No, no need 24% N = 383 Direct Marketers Source: Trans Meets Promo… Is It More Than Market Hype?, InfoTrends, 2008 © 2008 InfoTrends, Inc. www.infotrends.com 28
  29. 29. Multi-Channel Marketing Campaign Management 5 Database Direct Sales & Marketing Sales Call 1 Statement, transaction document or E-mail 4 Campaign Alert! E-mail To Sales Thank You E-mail 2 or Letter or Document contains Follow-on Direct Personalized URL Responses Mailer www.domain.com/JohnSmith Saved in Database 3 Personalized Survey Page With Info Filled In Dashboard for Response Tracking © 2008 InfoTrends, Inc. www.infotrends.com 29
  30. 30. Using Mobile Devices to Transact Business from a Printed or e-Statement 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 © 2008 InfoTrends, Inc. www.infotrends.com 30
  31. 31. Location-Intelligent TransPromo Distance Decay Measurement Per Capita Sales by Distance $70 • Location-Intelligence: The $60 capacity to organize and understand complex $50 Sales per Capita $40 phenomena through the use of $30 geographic data associated $20 with customers and prospects $10 Decay of distance $0 0 5 10 15 20 “Birds of a feather” Driving Distance (miles) Distance Decay: The general pattern of decreasing sales per capita with increased distance from the store © 2008 InfoTrends, Inc. www.infotrends.com 31
  32. 32. Growth Forecast for TransPromo 68% Compound Annual Growth Rate (CAGR) Billions of TransPromo Impressions *This projection is linked to the availability of full-color high- speed inkjet technologies Year Source: Trans Meets Promo… Is It More Than Market Hype?, InfoTrends, 2008 © 2008 InfoTrends, Inc. www.infotrends.com 32
  33. 33. TransPromo: The Challenges © 2008 InfoTrends, Inc. www.infotrends.com 33
  34. 34. TransPromo: The Challenges 1. Organizational alignment 2. Well-defined business objectives 3. An appropriate offer strategy mapped to desired outcome 4. Data segmentation, analytics, and preparation 5. Design for effective communication 6. Dialogue initiation with customers and prospects 7. Delivery via the appropriate communication vehicle 8. Measurement © 2008 InfoTrends, Inc. www.infotrends.com 34
  35. 35. Organizational Alignment: “It Takes A Village” in Large Enterprises • Marketing • Line-of-Business Manager • Creative Services/Design • Data Processing/ Data Analytics • Operations • Production • Etc. © 2008 InfoTrends, Inc. www.infotrends.com 35
  36. 36. TransPromo: It’s More Than Data… It’s Well-Defined Business Objectives • It starts with well-defined business objectives Which customers do you want to reach? Are you driving customer loyalty, cross-selling, or promoting customer service, education, or reactivation? What specific actions do you want them to take? Are you working with partners to sell remnant ad space? - What objectives do they want to accomplish? - How will they measure success? What metrics will you use to evaluate success? © 2008 InfoTrends, Inc. www.infotrends.com 36
  37. 37. Then There’s the Data… • TransPromo is directed at customers you know. It requires “intelligent” communication to enhance loyalty, cross sell, and up-sell The information you gather about customers in the course of normal business operations is much more reliable than the data you can purchase on external prospects Effectively use data mining to maximize the potential of these strategies by determining each customer’s best next offer Put your effort into improving the performance of the customers you have before going after more of them © 2008 InfoTrends, Inc. www.infotrends.com 37
  38. 38. Effective Mining • Data Mining Parameters: Association: Patterns where one event or action is connected to another event Sequence or path analysis: Looking for patterns where one event or action leads to another later event Classification: Looking for new patterns (i.e., Location- Intelligent TransPromo) Forecasting: Discovering patterns in data that can lead to reasonable predictions about the future (or predictive modeling) © 2008 InfoTrends, Inc. www.infotrends.com 38
  39. 39. TransPromo: An Offer that Can’t Be Refused • Relevant to the recipient… directed at “Mr. Right” • Limited time offer (to measure effectiveness) • An offer that sets you apart from competitors and is sufficiently appealing to inspire immediate action • Clear, easy to understand, easy to respond to © 2008 InfoTrends, Inc. www.infotrends.com 39
  40. 40. Design: TransPromo is No Different from Direct Mail! • A headline or message geared toward the audience • A visible, compelling offer and associated benefits • A call to action that gives your audience a clear, easy method to obtain the appropriate services or take the desired action Image Source: EMC Document Sciences © 2008 InfoTrends, Inc. www.infotrends.com 40
  41. 41. Design Linked to Business Objectives • Company brand – communication from a well-known source where there is an “opt-in” relationship • Color – the psychology of color as well as how it links to your company’s brand; it can also highlight: Action Required - For statements, it might be when payment is due, what is overdue, and how it’s owed Valuable offer Personalized Information Regulatory or disclosure text • Typography - readability • Images related to your goal and your audience • Layout © 2008 InfoTrends, Inc. www.infotrends.com 41
  42. 42. TransPromo: It’s a Life Cycle Dialogue with Existing Customers TransPromo Relationship Dialogue © 2008 InfoTrends, Inc. www.infotrends.com 42
  43. 43. Direct Marketing Channels Used Which of the following direct marketing channels do you use? E-mail 79.6% Internet/Web 72.8% Direct mail 70.8% Magazine 39.2% Telemarketing 28.2% Mean = 3.7 Channels Used Radio 27.4% Television 24.8% Wireless (cell phone, 24.8% mobile) Other 6.0% 0% 20% 40% 60% 80% 100% Percentage of Respondents N = 383 © 2008 InfoTrends, Inc. www.infotrends.com 43
  44. 44. TransPromo Delivery: The Right Channel The Internet E-mail Traditional Mail Mobile Messaging © 2008 InfoTrends, Inc. www.infotrends.com 44
  45. 45. Measurement: Essential to “TransPromo” Adoption To what extent do you consider the following to be inhibitors to “transpromotional” documents? The return on investment is not clear 2.7 The return on investment does not justify this 2.6 change Document redesign is costly and difficult to 2.4 implement I am not convinced that recipients prefer one 2.4 document Internal data issues make it difficult to 2.3 implement Internal conflicts and management make it 2.3 difficult to implement Current print technology does not allow us to 2.1 meet our delivery requirements 1 2 3 4 Not an Inhibitor A Minor Somewhat Major Inhibitor Inhibitor an Inhibitor N = 383 © 2008 InfoTrends, Inc. www.infotrends.com 45
  46. 46. Whether a Marketing Campaign Dashboard is in Place Do you have a marketing campaign dashboard in place? Don't know 17% Yes 20% No 63% N = 383 © 2008 InfoTrends, Inc. www.infotrends.com 46
  47. 47. Recommendations and Conclusions © 2008 InfoTrends, Inc. www.infotrends.com 47
  48. 48. TransPromo is Simple and Elegant from the Document Owner and Consumer Perspective • Transaction documents command more attention (The average customer invests 2-3 minutes reviewing each transaction document; 20% spend five minutes or more) • While the average customer may get as many as 3,000 advertising messages per day, they receive less than 12 transaction documents monthly. TransPromo can cut through the clutter. • TransPromo documents are addressed to a well- known target market—current customers. A 5% increase in current customer business can equate to as much as a 50% increase in bottom- line profits. • Companies are already mailing statements… this makes TransPromo cost-efficient. • The clarity associated with TransPromo documents and digital color communications can lead to reductions in call center activities. • Source: InfoTrends Trans Meets Promo…Is it More than Market Hype, August 2008, USPS 2007 Household Diary • Tools are available to make them multi-channel communications customer dialogue generators © 2008 InfoTrends, Inc. www.infotrends.com 48
  49. 49. Recommendations: Marketing Execs and Document Owners • “The Statement” continues to be a “must read” document that cuts through the clutter and captures attention Use it wisely with relevant messaging • Printed direct mail is more likely to get noticed than e-mail • TransPromo equates to “opt-in” and is far less likely to annoy consumers © 2008 InfoTrends, Inc. www.infotrends.com 49
  50. 50. Recommendations: Print Service Providers • Measure effectiveness… It’s all about ROI! • Multi-channel capability is essential to long-term success • It’s a complex selling process in major corporations… It takes a village! • A complete solutions portfolio is critical to success Creation to distribution Electronically or in printed form Delivery tracking • The mid-market offers significant opportunities © 2008 InfoTrends, Inc. www.infotrends.com 50
  51. 51. Recommendations: Equipment and Software Providers • TransPromo is poised to take off • Vendors need to be prepared to provide business development support to drive the complex TransPromo sales process • Easy to use, easy to implement, and affordable software tools are essential • Inkjet is propelling the perceived demand for TransPromo production color More than 50% of respondents are considering ultra-high speed devices in the next 24 months © 2008 InfoTrends, Inc. www.infotrends.com 51
  52. 52. In Conclusion, Driving TransPromo Requires: • Leadership and vision • A desire to depart from the status quo and look at “go to market” strategies differently • Organizational collaboration • Market understanding and sharing about the true economics for TransPromo • Effective use of existing data to garner customer mindshare and wallet share through a relevant communications and offer strategy • Measurement for continual improvement © 2008 InfoTrends, Inc. www.infotrends.com 52
  53. 53. Thank You! © 2008 InfoTrends, Inc. www.infotrends.com 53

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