Wrap Up - Taking TransPromo back to your organisation - Barb Pellow


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Wrap Up - Taking TransPromo back to your organisation - Barb Pellow

  1. 1. Conference Wrap-up: Taking TransPromo Back to Your Organisation Barbara Pellow Group Director October 7, 2009
  2. 2. Topics • “Borrowed Brilliance” Implementation Strategize and incubate the best ideas Judge results Enhancements based on effective measurement • The Challenges • Recommendations and Conclusions Images care of Salmat Business Force/Vectis/ING Australia/Kodak © 2009 InfoTrends, Inc. www.infotrends.com 2
  3. 3. TransPromo: an Application whose Time has Come! © 2009 InfoTrends, Inc. www.infotrends.com 3
  4. 4. TransPromo: Forces Have Converged! Digital Color Equipment and Application Software It’s what consumers Marketing executives need want! tools to enhance ROI! Financial executives are looking for bottom-line results! © 2009 InfoTrends, Inc. www.infotrends.com 4
  5. 5. Putting “Borrowed Brilliance” into Action • Education for key stakeholders • Organizational alignment • Development of a “messaging matrix” • Strategy…identification of strategic need and education on how TransPromo can satisfy strategic issues • Data infrastructure…data mining, predictive analytics, and modeling • Content Design...effective use of white space and strategies for selling white space • Offer strategy testing • Multi-channel communication tools • Digital asset management for cross-media channel brand consistency • Tools for tracking responses and measuring effectiveness © 2009 InfoTrends, Inc. www.infotrends.com 5
  6. 6. Education and Awareness • Cost savings • Improved competitive market position • Return on investment • Partners that can support new, innovative initiatives © 2009 InfoTrends, Inc. www.infotrends.com 6
  7. 7. Strategic Deployment: Facilitating Buy-in • It starts with a champion and it requires collaboration! • It is not a printing or technology problem…it is a business and marketing problem! © 2009 InfoTrends, Inc. www.infotrends.com 7
  8. 8. TransPromo Makes for Strange Bedfellows! • Data processors • Operations executives • Visionary creatives • Marketing executives • Innovative digital print service providers © 2009 InfoTrends, Inc. www.infotrends.com 8
  9. 9. Creation of a Message Matrix Goals: • Identify the “who”: Which groups are already communicating with customers? • Understand the “why”: What are they trying to achieve? • Tactic: Conduct brief discovery discussions • Target the four Ss—groups that sell to, service, or satisfy customers…or support programs • Focus on identifying and understanding each stakeholder group’s key communications: Most strategically important Sent to the largest audience Sent the most frequently Biggest investment • Discovery: What communications can be collected to achieve the same (or better) business results? © 2009 InfoTrends, Inc. www.infotrends.com 9
  10. 10. A Well-Defined Strategy for Any Campaign • Business Problem Cross-selling Education Informational Reducing call center volume • Target Market • Specific Goals in Measurable Terms Revenue increase expectations Improvement in customer loyalty Referrals from loyal customers Specific decreases in call center activities © 2009 InfoTrends, Inc. www.infotrends.com 10
  11. 11. Data Mining, Data Modeling, & Predictive Analytics • Include good data and a relevant message • TransPromo must be uniquely designed to provide: Relevancy in Content: It provides the right information in the right context Relevancy in Contact: It provides this information to the right people Relevancy in Channel: It delivers this information to the right device in the right format Relevancy in Time: It provides this information when and as needed to meet the client’s needs © 2009 InfoTrends, Inc. www.infotrends.com 11
  12. 12. Effective Design…Tools to Use the White Space The statement as a marketing platform—designed to communicate Content is presented to the reader in a way that can be logically followed Use color to differentiate your message Create mechanisms for follow-up © 2009 InfoTrends, Inc. www.infotrends.com 12
  13. 13. Strategies for Selling White Space… Market Education Turn a cost center into a profit center! Promote products and services from strategic partners Selling “white space” is no different than selling a billboard Transition from inserts to “onserts” © 2009 InfoTrends, Inc. www.infotrends.com 13
  14. 14. Offer Strategy Testing Marketers must develop an “appealing” offer that will create the desired behavior Relevance is key! Specify: tell the recipient about the offer up front, then tell them again. Spell out details—clearly. Showcase: put yourself in the customer's place. Is this an offer you would respond to? Make sure it is foolproof. - Gift certificates, coupons, “try and buy,” buy-one-get-one- free, improved interest rates, and links to valuable information for decision-making all create reasons to respond. Do not forget your call to action. The more ways you enable a customer to respond, the better your chances of getting a response. This includes fax-back and toll free phone numbers, e-mail, and postage-paid cards. Reward responses, track responses, and follow up! © 2009 InfoTrends, Inc. www.infotrends.com 14
  15. 15. “Eye Magnet” Words that Work! • Announcing • Now • Introducing • Free • Finally • Discover • Soon • Proven • New © 2009 InfoTrends, Inc. www.infotrends.com 15
  16. 16. Other Offer Techniques • The principle of scarcity • Personalization • The principle of social proof • Icons • Color • A reason to believe • The way it looks (simplicity) • Fear © 2009 InfoTrends, Inc. www.infotrends.com 16
  17. 17. The Customer Experience Managing the customer experience across all channels Audit your current communications programs - Understand the touchpoints Leverage synergistic use of multiple channels to reinforce messaging Focus on brand and message consistency Leverage personalization regardless of channel © 2009 InfoTrends, Inc. www.infotrends.com 17
  18. 18. Evaluate the “Social” Opportunity to Start the Conversation and Keep it Going • Incorporate membership cards for your exclusive community • Surprise them with relevant mail offerings • Get members to nominate friends ("member get a member" promotions) • Create a contest • Turn contest entries into direct mail • Create a greeting card promotion • Stage special online events: drive direct mail recipients to an interactive Webcast or chat session with a visionary or your CEO • Rock the vote • Tease them—post “top ten tips” and promote some via direct mail to drive them online for the tips they missed Source: Ten Ways to Mix Direct Mail and Social Networking; Paul Gillen © 2009 InfoTrends, Inc. www.infotrends.com 18
  19. 19. Measurement Metrics Try it, test it…but most importantly, measure it! Capture: How many new target customer permissions have been established as a result of the activity? Can you get existing customers to give you referrals? Maintain: How many target customer contacts have responded to this specific communication? Upgrade: How many target customer contacts have responded in a way that gives you permission to take the dialogue to the next level? Cost: What was the cost of each of the above? © 2009 InfoTrends, Inc. www.infotrends.com 19
  20. 20. Measurement Bringing it all together—Dashboards © 2009 InfoTrends, Inc. www.infotrends.com 20
  21. 21. Leadership • New tools • Consumers in control • Making the right choices to drive business © 2009 InfoTrends, Inc. www.infotrends.com 21
  22. 22. Despite the Challenges, TransPromo Opportunities Abound! • The North American market for TransPromo printed in full digital color was estimated at 3.8 billion impressions in 2008, and this is forecasted to reach 27.5 billion impressions by 2013 48.5% CAGR (compound annual growth rate) Driven by better-valued digital printing equipment and continued market adoption • TransPromo Consumers prefer TransPromo! Print service providers can affordably deliver it Document owners merely need to ask… it is about education, education, and education! © 2009 InfoTrends, Inc. www.infotrends.com 22
  23. 23. Critical Success Factors • Relevance of messages • A valid offer • Quality and design of the document • Media channel-agnostic • Education © 2009 InfoTrends, Inc. www.infotrends.com 23
  24. 24. TransPromo…It’s Brilliance Borrowed! © 2009 InfoTrends, Inc. www.infotrends.com 24
  25. 25. Thank You!! barb@infotrends.com © 2009 InfoTrends, Inc. www.infotrends.com 25