Transpromo is new way forward

Posted on Wednesday, 07 April 2010 12:41PM by

‘Transpromo’ is the fast-growing practice of adding promotional messages and advertisements to mandatory transactional communications (so called because the document is a cross between a ‘transactional’ bill or statement and a promotional marketing message). In this way, transactional documents such as bills or statements can be made to work harder, transforming into dynamic marketing vehicles and providing a cost-effective means of putting promotional and cross-selling opportunities in front of the customer. The fact is, transactional documents such as statements receive more attention than any other type of mailed communication. Research reveals that European consumers spend an average of just over three-and-a-half minutes reading their monthly printed bank statement, compared to just under two minutes reading a piece of direct mail that is targeted towards them. So – by including marketing messages on or with documents that already gain the consumer’s full attention, marketers can increase the exposure given to offers. Transpromo messaging should not replace direct marketing activity. Rather, it should be seen as an opportunity to boost promotional work, using mandatory documents that are already being delivered on a regular basis. The fact that these documents are already being dispatched makes transpromo a highly cost-efficient way of increasing the marketing push.

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