1. What is TransPromo
Trans Promo is the combination of traditional transactional documents (e.g. bank statements, utility bills, telecoms statements) with highly tailored marketing messages based on the customer’s buying habits, preferences, known or potential behaviour

2. How is TransPromo different from what we used to call “account or statement stuffers”
TransPromo communication is highly personalised with relevant information or offers. It is NOT a “one size fits all”.

3. What is the difference between direct marketing and TransPromo?
Direct marketing … is an epoch appropriate, data based, scientific method of marketing, using both traditional and new media in unison, that aims to create a predicted, measurable response TransPromo is an opportunity area within direct marketing

4. How do you see TransPromo as a revenue generating tool?
If it results in client retention or in extracting additional revenues from cross- or up-selling additional products or services then clearly it is revenue generating Targeted offers, based on insights about customer behaviour and where possible, their buying patterns, are likely to achieve higher than average response rates which in turn lead to incremental revenue.

5. What is the average increase in response rates – any examples?
Studies done by the Rochester Institute of Technology show that:
i. Personalisation increases response by up to 44%
ii. Personalisation and colour up to 135%
iii. Personalisation and colour and 1:1 content up to 500%

6. How much extra is this going to cost us to run our statements – extra pages etc
It depends. Obviously if the new layout pushes information onto an additional page that is an additional cost. Just to put this into perspective; approximately 80% of an average mail item cost goes to SAPO and the envelope, so any increase in pages is really negligible. The question that should rather be asked is “how much more can my company gain by adopting TransPromo”. The extra cost must translate into increased return, more sales and retention of customers.

7. Can your company handle any kind of data files for analysis?
Yes. We do that currently, even without TransPromo.

8. Can you combine several databases into one and remove duplications?
Yes. That has been one of our strengths for many years.

9. Can you provide a selection of document delivery options for a campaign?
Yes, from traditional mail to email to interactive website invitation to SMS. The SMS base can also be segmented in line with the transactional database to support the TransPromo initiative.

10. How do we gather the information required to start transactional promos?
This depends on the environment from which the data has to be gathered. In some cases we may access the client’s environment. In other cases we can take data dumps.

11. Give me an example of how to make TransPromo part of a greater marketing campaign?
A “PURL” or personalised URL on a highly personalised document could take the recipient to a website in order to initiate the next action in an interactive marketing campaign, e.g. winning a prize in return for CRM data, accepting an invitation to an event etc.

12. Is LaserCom uniquely positioned to deliver TransPromo or are other companies able to do this
Yes, LaserCom, together with 5th Dimension, is in the unique position to lead this revolution because of the profile of our customer base and our knowledge of their business and their data. We know of no other print supplier that has forged a relationship with a DM agency.

13. Do you only print onto their statements or can other elements be included.
Other elements can be included, for example, a letter or targeted, personalised voucher could accompany the traditional statement.

14. Can you provide some examples of the type of campaigns you might want to run

• Simple product offer
• Gap analysis
• Product propensity
• Contingent opportunities
• Time\Season
• Event
• Personal triggers
• Segmentation
• Clustering
• Churn\Dormancy
• Up sell & Cross Sell

15. How often should we be doing TransPromo campaigns
As often as you send out a transactional document. It is an opportunity to communicate, even if not all recipients are targets for a specific aim that month.

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