TransPromo Special Report — Learning from Those Who KnowJune 2008
Last, but not least, the final component is deciding who to sell to. While the primary focus used to be in operations, it is now the vice president of marketing. Salespeople need to be able to speak the language of marketing. Terms like customer touch, analytics, micro-sites, ROI and LTV (lifetime value) need to become part of their ongoing dialogue.
The message is that while the technology is readily available and there is a well-defined marketing need, implementing TransPromo communications is not without challenges. Effective participation requires a clear understanding of color management, data analytics, multichannel services, measurement and metrics, as well as a new selling process.
In a world that is oversaturated with marketing messages, marketers are seeking ways to produce more relevant communications that break through the clutter, move the recipient to action, and create a dialogue that enables marketers to gather new information, so they can fine-tune their messaging and offers for even more relevance.
Finding new and innovative ways to leverage statements, notifications and other transactional documents as a marketing platform is emerging as critical for achieving both of these aims—giving the consumer what he or she is asking for, in a manner that delivers ROI for the marketer. The rewards couldn’t be greater—TransPromo represents an opportunity to increase customer loyalty, customer satisfaction and retention. Offers to cross-sell and up-sell mean improved profits.
TransPromo is an application whose time has come, and the transaction document is a new platform for marketing effectiveness. Marketers, as well as their graphic communications service provider partners, are already beginning to reap the benefits of TransPromo. In just a few short years, TransPromo will evolve from a novelty to a discipline, generating a CAGR of 91 percent.
Don’t let this opportunity escape—leverage the lessons contained in this supplement into your own marketing powerhouse to maximize that marketing return on investment. PI