Transpromotional

TransPromotion or short TransPromo refers to the use of shipment of such as invoices or statements of account (so-called " Transaction Documents" ) to customers for other marketing and promotional purposes. This advertising messages are not sent separately, but to remaining white areas of the transaction document itself printed ( White Space Management). The word TransPromo is made up of the words " Trans" from the word " transaction " and " promo" as an abbreviation of promotion, the English word for advertising.

Use and benefits

Trans promotion can be applied both in printed and electronic documents.

TransPromo is a combination of CRM (Customer Relationship Management = customer care), data mining (systematic data usage ) and individualized printing processes. To enrich transaction documents with advertising, so a lot of data must be merged from different sources within a company. These data are such as various graphics data, personal customer data, transaction data, print data, etc. For the processing of large number of different data formats modern software solutions are needed.

The increasingly extensive address and customer databases and the increasingly favorable available digital color printing allow high customization. In more and more places in the document, the recipient can be personally addressed, and it is made to his personal situation with respect. Images, variable and individual offers as well as regular information can be targeted. This is not possible in classical offset printing. (Source: Micus study, p 46)

For companies that already use dialogue marketing tools, TransPromo is a great way to enhance that experience. In addition to the company's own services (cross-selling ) are also becoming more common offers from corporate partners on transaction documents submitted (so-called Third Party Marketing).

A study by the American consulting firm InfoTrends shows that transaction documents with high attention to be read, as they for the receiver is of great importance. Studies have shown that 95 % of the transaction documents are actually opened.

Disadvantages

For the implementation of TransPromo investing in appropriate IT-/CRM-Systeme is necessary. Another possible disadvantage is that the success of TransPromo of the customer acceptance is dependent. The performance measurement is complex due to the strong individualization. (Source: A.T. Kearny study, page 22)

Application Examples

TransPromo is currently used mainly by industries that have a relatively high density of transaction communications with their customers. These include in particular the ( shipping ) trade, utilities, insurance, financial services and the telecommunications industry.

Development

The market research firm InfoTrends expects in the U.S., with an increase of TransPromotion by 2010 of 91 percent. Also, the management consultancy A.T. Kearney expects a strong growth: "Even if TransPromo currently still in its infancy, will in the coming years a strong growth expected that could have a positive effect on the amount of sent transaction documents ," the consulting firm AT Kearney in their study "The impact of economic development on the addressed mail market " of April 2009. During this study, the market for transactional and direct mail communication was investigated.

Literature and sources

  • Martin Fornefeld, Jan- Ole Beyer: Market study: analysis of adjacent markets of the postal sector. 2007th Available online at bundesnetzagentur.de (PDF, 903 kB)
  • Walter Maderner, Ferdinand Salehi: The letter is losing weight., 2009. Available online at www.atkearney.de
  • Template: Internet resource / Maintenance / date not eV in ISO format Federal Association of German postal service: Now the bill is colorful. October 12, 2009, accessed on 23 June 2010.
  • A.T. Kearny study: "The influence of economic development on the addressed mail market " April 2009 http://www.atkearney.de
  • InfoTrends: "Trans Meets Promo: A European Perspective ", October 2009 ( The results for Europe are based on a study that was conducted in Germany, England, France, Italy, Belgium and Sweden. )
Data-Mining
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