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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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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