Transpromo

Transpromo means traditional transactional documents including targeted marketing messages, related to important transactional data.
Transpromo is a method of communication for optimizing documents already sent by companies to their customers.

For a long time transactional documents have been supported by marketing materials (leaflets), but these inserts are often trashed not even being opened.

It is well-known that a marketing message inserted in the body of the text of a transactional document is nearly always read, and that the time spent on the message is much higher compared to the time spent on a usual leaflet.

Surveys have shown that an end customer spends an average of 3 minutes reading a transactional document. Marketing people can seize this interval and use it to show their messages and have people read them.

This can generate additional sales and long-term relationships.

• Recently a series of changes established conditions for the use of documents as a means of communication and marketing:
  

• New technologies (colour printouts, better software for document composition)

• Changes in postal regulations

• Market conditions (in favour of individual communication and interactivity)

Thanks too to new technologies, these marketing messages inserted in documents can be highly personalized and of greater importance for the recipient.

The more the message is important, the higher the probability of the recipient carrying out the actions requested by the sender.

For this reason, documents are seen as profit drivers, rather than a mere business management cost.

The Transpromo market is gaining momentum in Europe. InfoTrends forecasts an annual cumulative 91% growth for the period between 2007 and 2010.

The growth is driven by the refinement of digital printers and by the results achieved by companies, in terms of customer-loyalty, mark awareness and profits.

Four key factors are driving the market:

• The need for more efficient instruments to reach customers
• Technological enhancements
• Changes in postal regulations
• Market conditions, which are changing documents into marketing-vehicles.

Besides being more effective, the insertion of advertising messages inside documents produces a saving in terms of postal costs with respect to the insertion of separately inserted leaflets.

Transpromo is based on existing relationships: it provides Marketing people with a unique opportunity to communicate effectively with customers, and builds up enduring customer loyalty.