TransPromo

Ready to strengthen and grow your business?

What is TransPromo?

TransPromo combines personalized marketing messages with must-read statements, invoices, and other documents to help you accomplish two important, measurable results: increased revenue and retained customers.

How does it work?

With TransPromo, you can turn each step of your integrated marketing campaigns into an opportunity to strengthen and grow customer relationships. Instead of plain statements and messages, you can create personalized, customer-centric communications that can help you:

• Strengthen brand image and create competitive distinction
• Improve bill clarity and reduce call center traffic
• Use special offers to up-sell, cross sell, and drive business results
• Generate revenue by selling advertising space
• Use personal messaging to build brand loyalty
• Strengthen and expand multi-channel marketing

Read our TransPromo brochure >
Download our TransPromo white paper >

TransPromo

Ready to strengthen and grow your business?

Component	Description
Architecture	InfoPrint Advanced Function Presentation™ (AFP™) Device-independent AFP integrates easily with existing statement systems and provides the high level of data control, security and integrity suitable for TransPromo. Learn more >
Workflow technology	InfoPrint ProcessDirector software A scalable, customer-configurable output process management system. Enables job-level control of print processes and can help you reengineer transaction output processes. Learn more >
Color/monochrome printing	Workgroup laser and multifunction printers (MFPs) Grayscale and color printers with speeds up to 55 ppm letter/A4.¹ Available scan, copy and fax multifunction capabilities. Learn more > Impact and thermal industrial printers Serial matrix, line matrix and RFID-capable² thermal printers for multi-part forms, listings, labels/tags, bar codes and more. Durable, reliable and quiet. Learn more > Cutsheet light production printers High-speed, grayscale printers with speeds up to 135 ipm.¹ Available collation, stapling, insertion and booklet making finishing features. High quality, flexible and require minimal operator intervention. Learn more > Continuous form production printers Grayscale printers with MICR and highlight color options. Exceptional 600-dpi image quality. Speeds up to 1440 ipm.¹ Ideal for high-volume statement output and on-demand publishing. Learn more >
Software	Prinova messagepoint™ Multi-channel software for managing campaign and message content across all touchpoints. Learn more > StreamServe Persuasion Supports enterprise-wide print and output management and two-way information exchange in multiple channels and formats. Learn more > Exstream Dialogue™ A CRM-based enterprise personalization solution that combines document creation, campaign management and tracking, multi-channel delivery, and web application development into one easy-to-use software suite. Learn more > InfoPrint Productivity Suite software and the Productivity Tracking Feature Enable the capture of job, operator and printer data, which can help to optimize print operations. Learn more > Mapping Suite software system Provides a complete, personalized business communication system that encompasses document design, print management and multi-channel delivery. Learn more > Objectif Lune's PlanetPress 5 software package Enables the design of electronic forms to support on-demand PostScript printing. Transactional documents can be tailored with dynamic content, such as text messages, graphic charts, bar codes, and images with little change to existing line data applications. Learn more >
Fleet management	InfoPrint Manager software Centralizes the monitoring and management of printers. Can virtualize data, applications and output resources to help improve resource management and productivity. Learn more >
Professional Services	Professional Services Assessment, design and implementation using existing software and hardware whenever possible. Learn more >

TransPromo

Ready to strengthen and grow your business?

Features	Benefits
Turn a cost center into a profit center	TransPromo is a highly targeted, measurable form of direct mail that helps companies increase revenue and lower costs at the same time.
Give customers what they want	According to research by industry analyst InfoTrends, recipients prefer TransPromo documents.¹
Face far less competition for consumer attention	Transactional documents are opened and read by more than 90% of consumers.² Because the average consumer is bombarded with advertising, e-mail, direct mail and other forms of solicitation each day, TransPromo can help you cut through the clutter and stand out.
Increases revenue, repeat order rate, order size and response rates	According to industry analyst InfoTrends, personalization and color have been tested and proven to increase results.³
Clear, concise color statements	TransPromo can reduce accounts receivable cycles
Easy to get started	If you are producing transactional documents, you have the data to start TransPromo. TransPromo can be implemented using legacy investments. Companies that use AFP can reduce development cycles and go to market faster.
Optimize customer touch points, revenue opportunities and customer satisfaction	TransPromo can be implemented across platforms in multi-channel campaigns (e-mail, mail, Web, storefront, etc.) to encompass high-volume production and lower-volume distributed applications. TransPromo can support affinity/loyalty programs.

1. 12 TransPromo: A Different Mix presentation, InfoTrends,August 2007.
2. The TransPromo Revolution: The Time is Now!, an InfoTrends Strategic Assessment, August 2007.
3. InfoTrends, The Future of Mail report, 2007

TransPromo

Ready to strengthen and grow your business?

Q. What is TransPromo?

A. TransPromo is a form of business-to-consumer direct marketing that leverages the power of personalization (one-to-one marketing) on transactional documents. The name comes from the combination of "transactional" and "promotional." Personalized messages and offers are added to the documents, which are customer communications such as statements, invoices, policy notifications, hotel guest documents and product delivery documents. TransPromo can be implemented throughout an enterprise – essentially anywhere there’s a customer touch point – and integrated into existing channels such as e-mail, Web, telesales and customer service to complement multi-channel marketing campaigns. Above all, TransPromo is a shift in perception – transactional documents as a source of substantial value-add versus a cost of doing business.

Q. What are some of the benefits that companies are seeing with TransPromo?

A. Results from TransPromo vary. Different companies want to accomplish different things, such as increasing revenue, improving customer retention rates, or reducing cost. It’s important to assess your opportunities by identifying current customer communications, data mining capabilities, and potential offers and messaging. We recommend that companies start small and build the program over time, like you’ve probably done with other direct marketing programs. Here are the top opportunities we’ve identified as a result of our work with TransPromo:

• Turn a cost center into a profit center – for example, personalized marketing utilizes onserts versus inserts to save weight and postage and white space can be sold as an additional revenue stream
• Increase revenue through customer spending when they respond to offers that cross-sell or up-sell services and products
• Support loyalty programs
• Reduce costs related to inserts, postage, preprinted forms, handling and call centers that handle customer inquiries
• Increase customer touch points and selling opportunities via multi-channel marketing (leverage TransPromo across e-mail, mail, Web and customer service, for example).
• Reduce accounts receivable cycle

Of course, the more you personalize communications and expand customer touch points, especially across multiple channels, the more you reinforce your brand and maintain competitive differentiation.

Q. Why does TransPromo work?

A. Timing is everything. Marketers are looking for a simpler, more cost-effective way to increase revenue and retain customers, especially in view of recent postal increases, and the documents affected by TransPromo are generally already being produced. TransPromo affects content and appearance. In addition, consumers appreciate personalized communications, prefer to receive sensitive information in paper form, and expect loyalty programs in which they can participate. More important, consumers open transactional documents and read them. Studies also show that when you combine personalization and color, you can increase results significantly. Last but not least, it’s far less expensive to market to customers, a captive audience, than it is to attract and win new customers. For more information, including research and statistics, read our TransPromo white paper.

Q. What are some examples of TransPromo?

A. A mortgage company can identify a subset of customers whose loans are within six months of a rate change and present a refinancing offer on the monthly statement. A credit card company can identify a subset of customers who stay frequently at a particular hotel chain, sell white space to the hotel company, which places an ad or coupon on the statement. At check-in, a hotel reservation agent can present a guest with a key folder that is personalized with loyalty points and a coupon for hotel services. A retailer can include a personalized e-mail offer that sends the customer to a personalized Web page. Alternatively, the consumer can place an order by telephone with a customer service representative. Either way, when the product ships, the retailer can insert in the box a personalized delivery slip that contains another message such as "thank you for the order" and another offer. There are many opportunities to apply TransPromo; it’s very important to approach TransPromo as a direct marketing tactic….try, test and measure.

Q. What do I need to start implementing TransPromo?

A. Pick one transactional document and a single offer that is easy to track and design a pilot or small project. You’ll need to be able to do simple data mining to come up with a targeted customer list, and you’ll need a composition tool to design the document. If you don’t have the composition and/or printing capabilities in house, you can outsource the project to a service bureau. You’ll also want to have a database to capture results and a tool that helps you analyze and model results. We recommend outsourcing to start, whether your project is color or monochrome. Find a service bureau or contact us at the InfoPrint Solutions Company. We have a TransPromo production center in which we run pilots and tests for customers.

Q. Are there privacy issues with the use of customer data?

A. The integration of marketing messages on regulatory documents is legal. Whether you produce TransPromo documents in house or with the help of a service bureau, you want to be sure that your company or your service bureau can comply with the relevant regulatory agencies’ data privacy and security requirements. We also recommend that you have a data privacy policy available for customers.

Q. If we want to produce TransPromo in house, what are some of the issues we should consider?

A. We recommend that TransPromo be a cross-functional, collaborative effort because it involves IT, production printing and marketing. It’s important to discuss the concept first and gain buy-in. Prepare before-after samples so people can see the difference. Then you’ll need to have extensive discussions about technology and infrastructure, vendors, budget, data mining and analysis capabilities, compliance issues, training if you have a call center, and campaign management. The decision to use color, for example, affects not only budget but also decisions related to staffing, testing, network storage and bandwidth, and disaster recovery. There’s a readiness checklist in our TransPromo white paper that may be helpful.

Q. Who can we contact for more information and samples or to schedule a meeting or demonstration?

A. For more information about TransPromo, email us at onsert@us.ibm.com.