Fly TransPromo!
> Think Beyond Advertising
> Easing the Transition to TransPromo
> A State-of-the-Art Customer Experience
> Digital Nirvana
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You're about to leave on a trip and as you're
pulling your boarding passes off the printer you see a flash of color
and images that are not normally part of a plane ticket. You look
closer and realize the pass lists the likely weather at your
destination for the next few days, along with the names of restaurants
and area attractions. This may be not business as usual at your airline
yet, but for six carriers it is a new way of providing a service and
could wind up being a revenue generator for airlines and advertisers
alike.
This is one of the latest iterations of a new type of
promotional messaging that's being lumped under the broad term,
"TransPromo," which is meant to mean transactional-promotional, but
already the lines and definitions are blurring. There is clear
potential in TransPromo applications, with plenty of value for print
providers, their customers, and consumers by doing some promotion but
also by educating, sharing information and communicating ideas.
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Think Beyond Advertising
The part of TransPromo that gets the most attention these
days is the concept of incorporating advertising messages into bills
and statements. A credit card bill, for instance, could have offers for
goods or services similar to those one typically purchases, or a car
manufacturer could suggest new models as the end of a lease or loan
approaches. While obvious, such applications only scratch the surface
of TransPromo potential.
Relevant content is Key
Bills and statements--the transactional documents that make up the "Trans" part of TransPromo,
are ideal vehicles because virtually all such mail is opened and
referred to more than once, as compared to typical generic direct mail
which is often thrown away unopened. This makes them a good venue for
marketing because 80% of new sales comes from existing customers--the
people receiving the bills. These same documents are also superb
touchpoints for building relationships, educating customers about new
products and how to get the most out of ones they already have. That
means the messages must be relevant to the recipient. A bank or
financial services firm, for instance, can describe various investment
options and encourage customers to call for more information; a softer
sell that doesn't put pressure on the customer. An electric utility can
provide information on how to select energy saving appliances, while a
health insurer can suggest different plan options as renewal periods
approach. Or in the case of the weather predictions and restaurants
listed on the boarding passes, simply useful information.
The
challenge in creating relevant content for a TransPromo application is
having an understanding of individual customers--and being able to
apply that knowledge effectively. The companies sending out the
statements have significant amounts of customer data, but frequently
this information is not readily accessible for use in a TransPromo
program. Even when it is, companies have to develop new strategies for
integrating customer data into a TransPromo program. They need help,
and as the next article describes, that where Océ's new suite of
TransPromo Solutions provides the support companies need.
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Easing the Transition to TransPromo
Using the tools that provide maximum impact
While TransPromo documents are highly effective vehicles
for increasing the lifetime value of customer relationships, they can
be complex to develop and launch. Achieving the maximum impact in a
Trans-Promo campaign requires an understanding of variable content
database management, dynamic application layout, white space management
and digital color. It can include variable data application development
involving thousands or even millions of unique pages, requiring proper
planning, access to clean, up-to-date customer data, and a robust,
production-class printing infrastructure. But if you aren't able to do
all this on your own, help is readily available.
Océ TADS
To
help customers ease the transition from "plain vanilla" transactional
documents to high-value TransPromo communications, Océ offers a toolkit
of solutions and services that can be engaged on an "a la carte" or
"end-to-end" basis, depending on each customer's unique needs and
business objectives. These new services, part of the Océ Professional
Services portfolio, are designed to simplify every aspect of developing
and deploying a TransPromo initiative.
A key component of the
TransPromo solution set is Océ TransPromo Application Development
Services (TADS) which help customers design (or redesign) TransPromo
applications for maximum impact. TADS supports rapid prototyping with
capabilities like application development and design optimization,
campaign and statement messaging strategy development, color
consultations, application design and usability testing,
post-implementation benchmarking to measure campaigns, and data mining
and data metrics optimization to ensure relevant message creation. Océ
TADS solutions are available through Océ and its professional partners,
including NEPS and Art Plus Technology.
TransPromo Support Services
Océ
TADS is complemented by an extensive suite of support services offered
before, during and after implementation. The team of Océ Professional
Services TransPromo experts takes a consultative approach to helping
customers develop a TransPromo strategy, implement a new infrastructure
or upgrade existing workflows, streamline processes and keep operations
running at peak productivity. Services include consulting and workflow
analysis, implementation services, application development, custom
solution development, project management, customer education, print
sample generation, media testing and ongoing support. Services are
delivered via the Océ Solutions Delivery Process (SDP), a proven and
structured methodology that integrates guidelines, principles, and best
practices with a step-by-step framework to deliver the solutions
customers need to achieve their business goals.
The new Océ
TransPromo service offering complements an extensive portfolio of Océ
software and hardware productions. These include Océ Document Designer
Advanced software, and the full line of Océ digital print solutions.
The Océ JetStream family, the Océ VarioStream 9000 family, and the Océ
ColorStream 10000 and Océ VarioStream 8000 continuous feed printers are
especially well suited to the demands of high-volume personalization
and TransPromo strategies. At the company's newly expanded Customer
Experience Center in Boca Raton, Florida, customers can test their
TransPromo applications on any Océ continuous feed product and print
runs can be mailed and deployed for usability tests.
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State-of-the-Art Customer Experience
Océ's new, 18,000 square foot Customer Experience Center opened July 22 in Boca Raton, Florida is inspired by one of the company's core values: Customer First.
"Every
inch of the Océ Customer Experience Center underscores our commitment
to this value," said Joseph D. Skrzypczak, President and CEO, Océ North
America. "We built the Océ Customer Experience Center to anticipate and
respond to the tough document challenges that customers face every day,
extending our highly successful approach to customer engagements. "
Personalized, Interactive, Productive
The
facility is designed to deliver customized visits, live technology
demonstrations, and professional services to help customers understand
how Océ technology can increase productivity, achieve new process
efficiencies, reduce costs, and grow profits. The center provides Océ
customers and prospects with hands-on access to the company's full line
of digital printing hardware and software innovations for office,
digital print centers, transaction environments, graphic arts, and wide
format printing; more than 60 systems and software solutions in all.
Customers and prospects are able to see the latest products, test their
own applications, and gather information for more informed
decision-making including:
- Demonstrations by feeding and finishing partners
- Application and substrate testing
- Collaboration with experts on application development
- Workflow analysis and design
- Delivery of professional consulting services
- Staging of workflow and equipment solutions
"The Océ Customer
Experience Center demonstrates exactly what Océ innovations can do for
customers' businesses, supports them in developing their document
strategies, and provides insight into how they can leverage advanced
technology to grow their businesses," said Tom Lee, Director of
Customer and Sales Programs, Production Printing Systems. "Our mission
is to provide a personalized, interactive experience that is
informative, productive and enjoyable for our guests."
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Océ helps the people who make our world. Companies everywhere use Océ technical documentation systems in manufacturing, architecture, engineering and construction. Each week, high-speed Océ printing systems produce millions of transaction documents such as bank statements and utility bills. And in offices around the world, people use Océ professional document systems to keep the wheels of business and government turning. Océ is also at work in publishing on demand, newspaper production and wide format color for spectacular display graphics. It all helps our professional customers go 'Beyond the Ordinary' in printing and document management.
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