Trans-Promotional Marketing

TransPromo is the phrase used to describe the combination of transactional data (e.g. Bank Statements) and Promotional Marketing.

It involves doing things like inserting a marketing message directly onto a bill or statement, as is shown in the following example:

The advantages of TransPromo are:

1. There is a much higher likelihood that the customer will actually read the message;
2. The message can be targeted more effectively as the marketing team have a lot more control over the actual message. Also, depending on where the document is generated, the generation process may have access to core systems, allowing the message to be precisely targeted.
3. The message can generally change a lot more quickly and so can be more effective.
4. The message will have a life expectancy equal to that of the statement – This is typically years.

All of these factors together make for a compelling case for the use of TransPromo marketing.

As discussed in Reducing your print costs through insourcing, the bulk production of documentation is most often provisioned using one of the following scenarios:

1. 3rd Party Document Production and Fulfillment
2. Internal Document Production

Because the provision of TransPromo is part of this process, then it follows that it too must also be produced through one of these mechanisms.

3rd Party Document Production and Fulfillment

In this scenario, the mail house add the marketing message to each mailpiece, either through generation of the document in its entirety or through a print-rengineering process

Advantages of this approach are as follows:

1. It's quick to set up.
2. Requires little or no infrastructure on the part of the client organization.

Disadvantages are:

1. It is difficult to target the message effectively because the mail house may not have access to internal systems in order to determine the correct message.
2. It is not possible to produce the document with the message internally, so can lead to a lack of consistency between the different communication channels.
3. The production of documentation is a step removed from the business which can lead to long turn around times for document changes.

Internal Document Production

In this mode of operation, the organization renders the document internally. Web presentation and electronic delivery are handled by the organization. When a document needs to be posted, it is fulfilled internally, or the rendered content is handed over to a mail house for delivery.

Advantages of this approach are as follows:

1. Full access to internal systems is available allowing the message highly targeted.
2. The production of the document is close to the business.
3. Consistent look and feel can be achieved regardless of output medium.
4. The service can be "corporatized" within the organization, allowing the document generation related services to be re-used between internal applications.
5. A corporate service can be extended to encompass the interface to the mail house resulting in more consistent service provision.
6. There is generally a much shorter turn-around time for changes- allowing even large organizations to modify documentation in a just-in-time manner.

Disadvantages are:

1. Requires an investment in process re-engineering with the organization.
2. Requires an investment in infrastructure

The Scriptura product set makes the job of the provision of this service relatively straight forward and cost-effective.

Transactional & Transpromo Demo

For more information please contact us.