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

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 A complete, personalized business communication system that encompasses document design, print management and multi-channel delivery. Learn more > Objectif Lune software 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 lee.gallagher@infoprint.com.

TransPromo

Ready to strengthen and grow your business?

Case Studies

Best Western Case Study
Let InfoPrint show clients how we helped one of the world’s largest hotel chains achieve a 15% increase in response rate.
View case study > (200KB)

Industry Examples & Case Studies
This footnoted research paper describes why customers should consider TransPromo, TransPromo results, and customer case studies.
View case study > (55KB)

InfoPrint Solutions Company Data Analytical Team Delivers Four Digit ROI
Precision marketing is simply delivering the right and most relevant message, to the right person, at the right time, and in the right channel.
View case study > (3,26MB)

Podcasts

Beneath the Ink: Mark Weishaar
In this podcast, direct marketing practice leader Mark Weishaar discusses the industries that are poised for great success with TransPromo, and how InfoPrint is ready and able to support and capitalize on this market need. Mark also delves into the new ROI calculator, providing an overview of its use and benefit to companies.
Download podcast > (14 Aug 2008)

Beneath the Ink: Carrie Murphy
In this podcast you will learn the definition of TransPromo, the state of the industry and why TransPromo represents a great opportunity for InfoPrint and our customers, InfoPrint’s TransPromo offerings, and the impact of color in TransPromo.
Download podcast > (3 Jul 2008)

Beneath the Ink: Lee Gallagher
In this discussion, Lee Gallagher, Manager of Direct Marketing Solutions, shares the phenomenal results of the Best Western pilot.
Download podcast > (22 Jan 2009)

Press Releases

Leading Cable Provider Selects InfoPrint and CSG Systems to Enable Personalized, Targeted Communications
Team Created Relevant Mailings Showcasing the Value-Add of Color on Customer Documents.
View press release >

InfoPrint Solutions Company Establishes Global Leadership in TransPromo
Combination of global innovation centers and successful pilots continues to drive uptake of the marketing technique.
View press release >

InfoPrint Solutions Company Named an Industry Leader in Madison Advisors' TransPromo Study
InfoPrint's full package of hardware, software and services offers a true end-to-end package according to report.
View press release >

InfoPrint TransPromo Pilot Boosts Customer Loyalty At Best Western
CMO Council’s Precision Promotion Initiative Helps Drive Revenue via Loyalty Card Statements.
View press release >

InfoPrint Solutions Company Demonstrates TransPromo Leadership Momentum with CMO Council
InfoPrint Solutions Company announces another step in its on-going program with the Chief Marketing Officer (CMO) Council.
View press release >

InfoPrint Solutions Company and Best Western International Launch New TransPromo Pilot to Gauge ROI of Targeted, Timely Promotions
CMO Council’s Precision Promotion Initiative Taps Two Thought-Leaders to Help Develop Best Practices for Optimized Customer Revenue Optimization.
View press release >

InfoPrint's Never-Ending Sustainability Story
It’s going on two years since we first interviewed Joe Czyszczewski, InfoPrint Solutions Company’s chief sustainability offi cer about the company’s sustainability initiatives.
View press release > (2,272KB)

ROI Calculator

TransPromo ROI Calculator

White Paper

TransPromo White Paper
This white paper is intended to educate IT and production managers about the TransPromo opportunity that is emerging worldwide.
View the white paper > (1,133KB)