DOCUMENT Magazine - February/March 2009 - (Page 32)
TransPromo Nirvana Building a Lasting Relationship Today, as we weather the economic downturn, one of the bright spots in our industry is the ongoing growth of TransPromo initiatives. According to the latest studies, the North American market for TransPromo applications printed in full digital color represented 1.7 billion impressions in 2007, and that number is projected to grow to 12.8 billion impressions by 2012. Why the exponential increase? The growth of such initiatives can be measured by the results seen through its application. In a survey of 700 marketing executives in 2008, the top factors in the use of individualization (which includes the TransPromo category) are that it increases customer retention and loyalty (39%), makes better use of marketing dollars and increases ROI (37%), improves response and close rates (37%) and cuts through the clutter of competing messages (33%). As a key TransPromo player, you need to: Love the one you’re with. Don’t try to make radical changes in the transactional document. Don’t needlessly redesign it. Don’t resize it. Accept it for what it is. Work with it. And include your marketing message within the confines of the document as it exists today. You’ll still get plenty of impact. Go Dutch. One department shouldn’t bear all the expenses. Marketing and operations should share costs. take things slow, and be realistic. Know what can be accomplished and what is out of bounds. For example, use small amounts of space to test ideas — at least at first. Use modest “onserts” (advertisements that are on the document) to steer readers to inserts, where there is more space to sell. Then refine your marketing behavior based on what you learn. Be genuine. Marketing and operations need to discuss up front what their intentions are. Talk about your plans together for the next 12 months; let your TransPromo partner know how you’d like to move forward. In a survey of 700 marketing executives in 2008, the top factors in the use of individualization (which includes the TransPromo category) are that it increases customer retention and loyalty (39%), makes better use of marketing dollars and increases ROI (37%), improves response and close rates (37%) and cuts through the clutter of competing messages (33%). But even as we anticipate TransPromo’s rapid growth, we must temper our expectations with an imposing and unpleasant reality — namely, that we’re in the midst of the most severe economic crisis in decades and that it’s touching all sectors of the economy, including the printing industry. How do we proceed with adopting TransPromo in the context of these evolving business conditions? Certainly, the days of spending aggressively are over — for a while. Instead, as you move forward with TransPromo, and your operations and marketing departments start to work together to create a single unified document (SUD), you need to control costs, minimize risk and generate maximum ROI. The best way to view this, and I say this without intending to be glib, is to apply the analogy of first dating. Quite simply, as these two departments get to know each other and collaborate, the rules of polite dating apply. The bottom line is: TransPromo is a great opportunity for your organization. But even with all its power and potential, you need to adopt it in a careful, judicious and incremental manner — exactly the right approach in a time of shrinking budgets and economic uncertainty. Chances are that when marketing and operations have had many collaborative successes down the road, you’ll see that they are a match made in heaven. 32 DOCUMENT feb-mar.09 DOCUMENTmedia.com Jim Hackett [firstname.lastname@example.org] is president of Indivia, Inc., a firm that creates and produces individualized communications across a broad range of media, including print, mail, email, text messages and PURLS.
Table of Contents for the Digital Edition of DOCUMENT Magazine - February/March 2009
DOCUMENT Magazine - February/March 2009
The Hot 10
Heads or Tails
Don’t Unlock the Waiver of Privilege
Pulling a MacGyver?
The Print Impression
BPM: Improving the Way You Process
DOCUMENT Magazine - February/March 2009