TransPromo Special Report — TransPromo Communications: More Than a Pretty Statement
• Building loyalty and trust;
• Cross-selling relevant products and services;
• Educating the recipient about the company, its products and services, and other important issues;
• Improving cash flow by focusing attention on key account information;
• Reducing costs associated with direct marketing call centers, including the migration of a portion of the relationship to the Web;
• Reinforcing the brand; and
• Retaining clients or reactivating dormant relationships.
The key value is the fact that Trans-Promo is directed at a known customer. There is an implied “opt-in” relationship based on an existing account, a past purchase of products or services, or membership in an organization or existing loyalty program. When the recipient receives the mailing, it is from a trusted source—a known business partner—and is highly likely to be opened and read.
Cathedral: Pioneers in the Field
Marianne Gaige, president and COO of Cathedral Corp., has a broad view of the TransPromo opportunity and has introduced TransPromo strategies to customers in the non-profit and for-profit sectors. Cathedral Corp. is a privately held company that was established in 1916. The firm has been involved in the analysis and application of customer data to customer communications and direct mail since the 1920s, when it started maintaining parishioner lists and providing various direct mail services to churches across the country.
Gaige was hired in 1992 to help the company diversify into other markets. Based on her assessment of core competencies (which include personalized direct mail programs, high-quality production control and exceptional customer service), she recommended that the company move into providing transactional documents and direct mail to the business market.
According to Gaige, “Our relationship with the churches clearly put Cathedral in the TransPromo business.” Every parish has an “opt-in” relationship with its members. Cathedral works with churches to encourage members’ sense of belonging by mailing offering envelopes directly to their homes.