Transpromo
Transpromotion or short TransPromo refers to the use of sending such. B. invoices or account statements (so-called "transaction documents") to customers for further sales and advertising purposes. Advertising messages are not sent separately, but rather printed on the remaining white areas of the transaction document itself ( white space management ). The word transpromo is made up of the terms "trans" from the word "transaction" and "promo" as an abbreviation of promotion , the English word for advertising.
Usage and benefits
Transpromotion can be applied to both printed and electronic documents.
Transpromo is a combination of CRM ( Customer Relationship Management ), data mining (systematic use of data) and individualized printing processes. In order to enrich transaction documents with advertising, numerous data from different sources within a company must be brought together. These data are e.g. B. various graphic data, personal customer data, transaction data, print data, etc. Modern software solutions are required to process this large number of different data formats.
The increasingly extensive address and customer databases and the increasingly cheaper available digital color printing enable a high degree of customization. In more and more places in the document, the recipient can be addressed personally and his personal situation is referred to. Images, variable and individual offers as well as regular information can be used in a targeted manner. This is not possible in classic offset printing . (Source: Micus study, p. 46)
For companies that already use dialogue marketing instruments, Transpromo is a good opportunity to further expand this use. In addition to in-house offers (cross-selling), offers from corporate partners are also increasingly being made on transaction documents (so-called third party marketing ).
A study by the American consulting firm InfoTrends shows that transaction documents are read with great attention, as their content is of great importance for the recipient. Research has shown that 95% of transactional documents are actually opened.
disadvantage
For the implementation of Transpromo, the investment in appropriate IT / CRM systems is necessary. Another possible disadvantage is that the success of Transpromo depends on customer acceptance. The measurement of success is complex due to the high degree of customization. (Source: AT Kearny study, p. 22)
Application examples
Transpromo is currently mainly used by industries that have a comparatively high density of transaction communication with their customers. These include in particular the (mail order) trade, energy suppliers, insurance companies, financial service providers and the telecommunications industry.
development
The market research company InfoTrends expects transpromotion in the USA to grow by 91 percent by 2010. The management consultancy AT Kearney also expects strong growth: "Even if Transpromo is currently still in its infancy, strong growth is expected in the coming years, which could have a positive effect on the amount of transactional documents sent," writes the management consultancy AT Kearney in their study "Influence of economic development on the addressed mail market" from April 2009. In this study, the market for transaction communication and direct mail was examined.
Literature and Sources
- Martin Fornefeld, Jan-Ole Beyer: Market study: Analysis of adjacent markets in the postal sector . 2007. Available online at bundesnetzagentur.de (PDF; 903 kB)
- Walter Maderner, Ferdinand Salehi: The letter is losing weight . 2009. Available online at www.atkearney.de
- Federal Association of German Postal Service Providers: Now the bill is getting colorful. October 12, 2009. Retrieved June 23, 2010 .
- AT Kearny study: “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 carried out in Germany, England, France, Italy, Belgium and Sweden.)
- GMC Software Technology: Transpromo dossier. (PDF; 319 kB) May 2009, accessed on August 24, 2010 .
Individual evidence
- ^ Walter Maderner, Ferdinand Salehi: The letter is losing weight . 2009. in DVZ Deutsche Logistik-Zeitung. Available online at www.atkearney.de ( page no longer available , search in web archives ) Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.
