Top 10 Tips to Successful TransPromo

Allen Thrasher, EMEA Marketing Principal

22 April,
April 2010
22, 2010
1 Confidential
 Market Trends

Technology has Multi-channel Environment

challenged marketing imperative • Consumers have a
• Message Proliferation • Information conscious
• Personalisation • Comparison • Marketers more
• Efforts less effective • Purchasing responsible

Marketers are under Customers are key Technology has

pressure • Customer value advanced marketing
• Limited staff, time & • Customer Leading • Greater Flexibility
budget • Permission & time • Greater use of data
• Results & ROI driven sensitive • More opportunities

2 ©2010 InfoPrint Solutions

 Top Ten Tips

1: Think big

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 What is TransPromo?

Highly effective, personalised marketing strategy

T
R
A
Transaction N P
S R Marketing
Documents O
M
Data O Data

Multi-
channels
4 ©2010 InfoPrint Solutions
 How TransPromo used?

Multi-channel delivery
Statements By post
Personalised promotions

Invoices On the web

Bills By text/SMS
Receipts By email
Airline boarding In-store
passes Customer printed
Hotel receipts & keys Individually printed
Re-order forms across multi-national
E-statements locations
E-bills & many more

5 ©2010 InfoPrint Solutions

 Top Ten Tips

1: Think big

2: More than
promo on
bills
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 TransPromo as a Strategy

Deliver
Results

Extend
Partners
Campaign

TransPromo

Customer
PR
Relationship

Education

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 Top Ten Tips

1: Think big

2: More than promo

on bills

3: Flexible design

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 Move to flexible design

Dear Mr. Gallagher

Combine 2 GOLD WEEKS and
Save $7,450!!

www.marriott-timeshare.com
Promotion code: 987132

9 ©2010 InfoPrint Solutions

 Top Ten Tips

1: Think big

2: More than promo on bills

3: Flexible design

4: Start small & show value

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 Best Western International Pilot

TransPromo Statement
Before TransPromo

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 Best Western Results

TransPromo vs. Control

• 15%  response
• 39%  number of stays
• 34%  number of nights stayed
• 30%  revenue generated
• 40%  waste
• 100% point  in ROI
(Test 278% vs. Control 178%)

12 ©2010 InfoPrint Solutions

 Top Ten Tips

1: Think big

2: More than promo on bills

3: Flexible design

4: Start small & show value

5: Integrate across business

13 ©2010 InfoPrint Solutions

 Path to Implementation
More

Precision Marketing
Complex data analysis
Personalised colour
Variable promotions
Data & Technology

Programmes
Data driven

Personalised colour

Variable promotions
Testing
Limited data analysis

Some colour

Some personalisation
Less

14 Less Personalisation More ©2010 InfoPrint Solutions

 Top Ten Tips

1: Think big

2: More than promo on bills 6: Right

3: Flexible design
message
at right
4: Start small & show value
time
5: Integrate across business

15 ©2010 InfoPrint Solutions

 Want relevant messages on their documents
What three types of personalised messages that you could receive
on the same document as any of your financial documents you
would find most valuable

Relevant offers from statement sending

71% 11% 8%
company based on what I buy/spend

Relevant information about products from

statement sending company based on what I 13% 37% 24%
buy/spend

Relevant offers from statement sending

9% 35% 23%
company based on my demographics

Relevant information about products from

statement sending company based on my 10% 16%
demographics

Relevant offers/coupons from a third party

5% 25%
company
Most valuable
Relevant information about products from a
0% 6% 2nd most valuable
third party company
3rd most valuable

Base: 1219 consumers. A commissioned study conducted by Forrester Consulting on behalf of InfoPrint. September, 2009
16 ©2010 InfoPrint Solutions
 Top Ten Tips

1: Think big
6: Right
message at right
2: More than promo on bills time

3: Flexible design

4: Start small & show value

7: Thoughtful
progression plan
5: Integrate across business

17 ©2010 InfoPrint Solutions

 Top Ten Tips

1: Think big 6: Right message at

right time
2: More than promo on bills

3: Flexible design
7: Thoughtful
progression plan

4: Start small & show value

8: Look for
5: Integrate across business efficiencies
18 ©2010 InfoPrint Solutions
 Top Ten Tips

1: Think big 6: Right message at right

time

2: More than promo on bills

7: Thoughtful progression
plan
3: Flexible design

8: Look for efficiencies

4: Start small & show value

5: Integrate across business 9: Partner for success

19 ©2010 InfoPrint Solutions

 Components

Hardware
Marketing Data Technology Software &
Delivery

Analysis & Broad Digital Colour

Strategy
Profiling Data Analytics
understanding Printing

Planning &
Segmentation Discern Campaign
Variable output
Design appropriate Management

Implementation Integration Document Multi-channel

Manipulation
Oversight expertise Composition delivery

Campaign Tracking & Tailored Integration/ Optimised for

Analysis Analysis technology Optimisation TransPromo

21 ©2010 InfoPrint Solutions

 Top Ten Tips

1: Think big 6: Right message at right time

2: More than promo on bills 7: Thoughtful progression plan

3: Flexible design 8: Look for efficiencies

4: Start small & show value 9: Partner for success

5: Integrate across business 10: Customer focus

22 ©2010 InfoPrint Solutions

 Relevance drives loyalty and improves brand
If financial documents provided more relevant information and were more
useful to you, would this make a difference to your perception of the company?

23
Base: 1219 consumers. A commissioned study conducted by Forrester Consulting on behalf of InfoPrint, August, 2009
©2010 InfoPrint Solutions
Thank You & Questions?

Allen Thrasher: allen.thrasher@infoprint.com, +44.7912.427022