23 September 2009
TransPromo has been hailed by many marketers as one of the most effective channels for the promotion of products and services to existing customers. Is this adulation justified, and can the benefits of TransPromo be the same for all businesses? Tim Delahay, CEO of DST Output, who have pioneered the introduction of TransPromo to the UK, discusses how the transactional channel can be used in many different ways to improve communication and create a happy and loyal customer.
Whenever a new product, service or technology becomes available, there is almost always a degree of uncertainty surrounding it.
This trepidation may stem from potential users' concerns about the return on investment the new offering can provide, its potential to increase a company's efficiency, or anxieties about whether or not it can live up to hype that surrounded its launch.
Such apprehension is likely to be even more acute during recessionary periods, as company purse strings are tighter and greater emphasis is placed on reducing expenditure.
TransPromo, which many people understand to involve the combination of targeted promotional materials and transactional documents such as bills and bank statements, may be one such offering that potential users are unsure about.
However, while this type of marketing function is one of the solution's strengths, TransPromo need not just be about highly-targeted, personalised promotion, as business users can opt to invest in TransPromo at a range of different levels in order to find the approach that is best suited to their needs.
Yes, TransPromo can deliver an excellent uplift in sales through targeted messaging. However, the main aim of TransPromo is to maximise the benefits of a trusted channel in order to make the most of the cost of sending it to a customer.
So, as well as using bills, statements and other transactional documents as a promotional tool, businesses can invest in TransPromo to allow them to improve the richness of their client communications using intelligent design.
This could involve the use of a clear design in order to highlight exactly how much money needs to be paid and when it is due, the provision of useful information for utilities customers such as what to do in an emergency, or data about store opening times or a new shop layout. Often this type of information is sent as a separate communication when it can be added to a transactional document where the customer will almost certainly read it. It's about making life simpler and easier for the client and building a strong, long-lasting relationship with them.
Indeed, numerous experts have suggested that firms able to develop sturdy relations with their clients will be well-placed to survive the ongoing global economic downturn and also take advantage of their new-found position in the event of an upturn.
For example, Gavin Murray, Regional Advertising Director for Europe at Reader's Digest, recently explained that a strong relationship is key for any enterprise looking to elicit a sense of trust and loyalty from a client.
As such, TransPromo could be just the solution to help firms survive - and flourish - during the current economic downturn.
