Turning a cost centre into a profit centre Thomas Wimmer Transpromo
The challenge to reach the consumer Radio Internet TV Invoice Mobile Newspaper Direct Mail Advertising Collaterals Spam  F...
Traditional „blasting“ is not working any more <ul><li>Consumers are not looking for more information… They are looking fo...
How much time do you spend on a document? Group 1 UK Study, January 2008 “Are we paying attention?”
The unutilized chance Handling of Statements Quelle: Empirische Studie im Rahmen des Seminars des Institute for Market-bas...
Remembrance of marketing messages on a statement On a first view, inserts generate a high attention but, remembrance is mu...
The power of color
The power of color
The power of color <ul><li>The Pantone® Institute says that we are  78%  more likely to remember words and phrases present...
Color is worth spending money
Color is worth spending money
Current production environment:Time and waste paper © Pepper. A COMPUTERSHARE COMPANY Paper Insert  print Form print Forms...
Economization of supply chain: Shorter Time-to-Market and less waste paper © Pepper. A COMPUTERSHARE COMPANY Paper Insert ...
The evolution of a statement
Characteristic of an invoice / statement <ul><li>Prerequisites </li></ul><ul><ul><li>Contractual relationship between ente...
Linkage between invoices and communications? <ul><li>In most cases no – Why ?: </li></ul><ul><li>Responsible within an ent...
<ul><li>Phase I </li></ul><ul><li>Transactional Data imprinted in Offset Shell </li></ul><ul><li>Advantages: </li></ul><ul...
<ul><li>Phase II </li></ul><ul><li>Transactional Data imprinted in Offset Shell & impersonalised Insert </li></ul><ul><li>...
<ul><li>Phase III </li></ul><ul><li>White Space Management with unpersonalised offers </li></ul><ul><li>Advantages: </li><...
<ul><li>Phase IV </li></ul><ul><li>White Space Management with relevant & personalised offers </li></ul><ul><li>Advantages...
<ul><li>Phase V </li></ul><ul><li>Transpromo with advanced layout and additional  business opportunities </li></ul><ul><li...
A measurable and efficient way for a positive ROI
A constant flux Customer fluctuation with mobile phone providers in Spain (August 2008) * Optimal communication with your ...
Debitel - Germany <ul><li>Objective: </li></ul><ul><ul><li>Save and/or increase market share </li></ul></ul><ul><ul><li>Op...
Debitel - Germany
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  • Group 1 UK Study, January 2008 “Are we paying attention?”
  • Thomas Wimmer "turning a cost centre into a profit centre

    1. 1. Turning a cost centre into a profit centre Thomas Wimmer Transpromo
    2. 2. The challenge to reach the consumer Radio Internet TV Invoice Mobile Newspaper Direct Mail Advertising Collaterals Spam Filter Special Interest Zapping Pers. Filter No Attention No Advertising Sticker Background Enterteinment On Demand Direct Debit
    3. 3. Traditional „blasting“ is not working any more <ul><li>Consumers are not looking for more information… They are looking for LESS information that is MORE relevant </li></ul><ul><li>Inability to reach customers </li></ul><ul><li>Inability to achieve customer recall </li></ul>
    4. 4. How much time do you spend on a document? Group 1 UK Study, January 2008 “Are we paying attention?”
    5. 5. The unutilized chance Handling of Statements Quelle: Empirische Studie im Rahmen des Seminars des Institute for Market-based Management (IMM), 2007
    6. 6. Remembrance of marketing messages on a statement On a first view, inserts generate a high attention but, remembrance is much higher within marketing messages implemented into a statement Experiment: N = 119 Quelle: Empirische Studie im Rahmen des Seminars des Institute for Market-based Management (IMM), 2007 „ If yes , from whom?“ „ Have you noticed an ad inside letter X?“
    7. 7. The power of color
    8. 8. The power of color
    9. 9. The power of color <ul><li>The Pantone® Institute says that we are 78% more likely to remember words and phrases presented in color. </li></ul><ul><li>A recipient is more willing to deal with a color rather than a black-and-white document. </li></ul><ul><li>Reading time of colored documents is 80% higher than of black-and-white documents </li></ul><ul><li>Color accounts for 60% of the acceptance or rejection of an object and is a critical factor in the success of any visual experience </li></ul><ul><li>Brand identification increased 70% when colour was added </li></ul><ul><li>The understanding of a document can be increased by 80% using color. </li></ul><ul><li>Text content aims at the left part of our brain, color aims at the right part – addressing both parts accelerates the understanding of the complete document. </li></ul>
    10. 10. Color is worth spending money
    11. 11. Color is worth spending money
    12. 12. Current production environment:Time and waste paper © Pepper. A COMPUTERSHARE COMPANY Paper Insert print Form print Forms Document print Inserts Enveloping Shipment Out of the Warehouse Database Design Into the Warehouse
    13. 13. Economization of supply chain: Shorter Time-to-Market and less waste paper © Pepper. A COMPUTERSHARE COMPANY Paper Insert print Form print Forms Document print Inserts Enveloping Shipment Out of the Warehouse Database Design Into the Warehouse
    14. 14. The evolution of a statement
    15. 15. Characteristic of an invoice / statement <ul><li>Prerequisites </li></ul><ul><ul><li>Contractual relationship between enterprise and customer </li></ul></ul><ul><ul><li>Usage of services by customer through defined period of time </li></ul></ul><ul><li>Intention </li></ul><ul><ul><li>Overview on used services </li></ul></ul><ul><ul><li>List of billable services </li></ul></ul><ul><ul><li>Information on amount and due date </li></ul></ul><ul><li>Result </li></ul><ul><ul><li>Payment of used services </li></ul></ul>
    16. 16. Linkage between invoices and communications? <ul><li>In most cases no – Why ?: </li></ul><ul><li>Responsible within an enterprise for billing is a specialised department (IT, Billing) </li></ul><ul><li>Marketing has done its job by winning new customers payment / billing is not on their radar </li></ul><ul><li>Invoices are historically not supposed to provide additional information </li></ul><ul><li>Invoices are not yet recognised as powerful communication tools at marketing departments and / or advertising agencies </li></ul>
    17. 17. <ul><li>Phase I </li></ul><ul><li>Transactional Data imprinted in Offset Shell </li></ul><ul><li>Advantages: </li></ul><ul><ul><li>Brand security </li></ul></ul><ul><ul><li>Secure production process </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Plain cash flow oriented document </li></ul></ul><ul><ul><li>No use of marketing and communication potential </li></ul></ul><ul><ul><li>No increase in revenues or customer retention </li></ul></ul>Statements: From information to communication
    18. 18. <ul><li>Phase II </li></ul><ul><li>Transactional Data imprinted in Offset Shell & impersonalised Insert </li></ul><ul><li>Advantages: </li></ul><ul><ul><li>Additional information for customers </li></ul></ul><ul><ul><li>Usage or established channel for marketing information </li></ul></ul><ul><ul><li>Potential for increased revenue and customer retention </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Two separated documents </li></ul></ul><ul><ul><li>Additional costs for </li></ul></ul><ul><ul><ul><li>Pre-print , shipment, warehousing and inserting </li></ul></ul></ul><ul><ul><li>Mass communication without individual added value </li></ul></ul><ul><ul><li>Paper waste </li></ul></ul>Statements: From information to communication
    19. 19. <ul><li>Phase III </li></ul><ul><li>White Space Management with unpersonalised offers </li></ul><ul><li>Advantages: </li></ul><ul><ul><li>Only one document containg all information </li></ul></ul><ul><ul><li>Usage of whitespace for additional information </li></ul></ul><ul><ul><li>Optimised usage of document format </li></ul></ul><ul><ul><li>No pre prints and warehousing </li></ul></ul><ul><ul><li>Green </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>No guaranteed advertisment space </li></ul></ul><ul><ul><li>No option for selling advertisment space </li></ul></ul><ul><ul><li>No added value personalised communication </li></ul></ul>Statements: From information to communication
    20. 20. <ul><li>Phase IV </li></ul><ul><li>White Space Management with relevant & personalised offers </li></ul><ul><li>Advantages: </li></ul><ul><ul><li>Usage of whitespace with relevant information based on transactional information </li></ul></ul><ul><ul><li>Higher potential for revenue generation </li></ul></ul><ul><ul><li>Optimised usage of document format </li></ul></ul><ul><ul><li>No pre prints and warehousing </li></ul></ul><ul><ul><li>Cost reduction in postage </li></ul></ul><ul><ul><li>Green </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>No guaranteed advertisement space </li></ul></ul><ul><ul><li>No option for selling advertisement space </li></ul></ul>Statements: From information to communication
    21. 21. <ul><li>Phase V </li></ul><ul><li>Transpromo with advanced layout and additional business opportunities </li></ul><ul><li>Advantages: </li></ul><ul><ul><li>Statement as a communication tool </li></ul></ul><ul><ul><li>Response and revenue generation </li></ul></ul><ul><ul><li>Increase of customer retention </li></ul></ul><ul><ul><li>Additional business opportunity : </li></ul></ul><ul><ul><ul><li>Selling advertisement space through: </li></ul></ul></ul><ul><ul><ul><ul><li>Designed content grid </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fixed advertisement space </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fixed advertisement size </li></ul></ul></ul></ul>Statements: From information to communication
    22. 22. A measurable and efficient way for a positive ROI
    23. 23. A constant flux Customer fluctuation with mobile phone providers in Spain (August 2008) * Optimal communication with your existing customers reduces churn and creates budget space for targeted acquisition of new customers * Comision del Mercado de las Telecommunicados Company Lost Won Net. Growth Moviestar 99306 93217 - 6089 Vodafone 79697 98278 18581 Orange 81149 63093 -18056 Yoigo 6931 10644 3713 Transpromo with relevant added value for individual customers Leveraging of existing cost structure for invoice delivery Customer acquisition actions (DM, POI, POS, ads etc.) targeted at the correct profitable customer profile Usage of marketing budget
    24. 24. Debitel - Germany <ul><li>Objective: </li></ul><ul><ul><li>Save and/or increase market share </li></ul></ul><ul><ul><li>Optimise customer structure </li></ul></ul><ul><ul><ul><li>Keep profitable customers / get rid of unprofitable customer </li></ul></ul></ul><ul><ul><li>Prevent current customers from churn </li></ul></ul><ul><ul><li>Increase numbers of prolonged contracts </li></ul></ul>
    25. 25. Debitel - Germany
    26. 26. Thank you very much

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