Transpromo Communication Strategies in the Real World
Posted on Mon, Jun 21, 2010 @ 04:06 PM
There has been a lot of buzz about “Transpromo” recently – the concept of customizing bills and statements with personalized messaging aimed at wooing existing customers with additional products and services. By including relevant and personalized marketing content, monthly statements can rise above the din of competitive messages and transform into a beneficial marketing edge. And since they require an action, bills and statements rarely find their way into the trash.
Unfortunately, Transpromo is an overused word and an underused technique. As a result, many organizations are missing significant opportunity to build a competitive edge. One reason for this is that most strategies touted by industry pundits and large systems suppliers have been simply too complex and costly for most organizations to consider in the past. But times are changing. Transpromo technologies and concepts have matured, making both the complexity and the price points more manageable. Now is the time to take another look at how transpromo communication strategies can make a difference or otherwise risk being left behind by your competition.
How can you begin to take advantage of transpromo in the real world? One way is to start with your online customers. After all, if you have already converted a portion of your customers to online statements – through Statement2Web, for example – you already have a discrete group of customers that are perfect candidates for a transpromo strategy. These customers already interact with you online, plus you have a great deal information about what they read, what they click, and what they buy. This makes it easy to initiate transpromotional marketing for additional products and services -- you have a trusted communications channel with your customer paired with a wealth of information about their interests and account history.
Proving the success of your transpromo efforts is easier with your online customers vs. a similar campaign in print. By virtue of being online, it is easy to capture data on what your customer clicks, and what information is read, and then track the response. You can even automate a follow up with an email, direct mail, or a phone call. Ultimately, your online customers can be a great test bed for broader cross-media marketing initiatives; once a campaign or approach has been proven effective in the online environment it can be moved out to other more traditional print-based marketing channels.
The bottom line is this: Don’t get left behind when it comes to transpromo. Contact OMI today to learn more about how we can help you make the most of simple strategies that will grow your business and build customer relationships.
Call 770-814-4284 or email info@outsourcemanagement.com