Jun 10, 2008
Meet TransInfo - The Newest Addition to the Family
Nope, it's not a typo.
Think new business versus existing business.
TransPromo: transactional data + promotional messaging = new business.
TransInfo: transactional data + informational messages = customer loyalty.
TransPromo is a marketing technique that can be highly effective for up-selling, cross-selling, or otherwise getting the customer to purchase more products or services. It's accomplished using variable data printing and companies using the TransPromo technique are seeing success. Marketing messages are relevant to the recipient so they can easily identify the products and services that fit their needs.
TransInfo on the other hand uses the same technique (variable messaging) but with a different objective. To take transactional data and finesse it into information that is useful to the recipient apart from selling.
TransPromo helps to get new business from customers and TransInfo is used to help keep those customers.
Say hypothetically my teenager Billy is now the proud owner of an Apple iPhone. Billy is an avid text messager, a fact not lost on the wireless company who sent brochures showing the iPhone's elegant interface for ... wait for it ... texting!
So after several targeted brochures combined with some very personalized appeals to mom and dad, Billy gets the phone.
OK, the personalized marketing worked. Fast forward to today. Each month I receive my cell phone bill listing each phone number on our account (mom, dad, the kids) and I'm trying to sort through the usage report.
Here are two very different ways of displaying the same data:
Figure 1 - Data: Typical transaction-style report
Figure 1 Reaction: Do I REALLY want to get the calculator? Just pay the bill and I'll sort through this later (yeah right).
Figure 2 - Data transformed into information
Figure 2 Reaction: Billy? I need to talk to you!
Graphics are extremely efficient at conveying information. Heck, it only took me seconds to yell at Billy after seeing the pie chart! The real point is my wireless company provided something that was extremely useful to me in my day-to-day life and I appreciate that.
Move over TransPromo and make some room on that transactional document for your brother.
It's not your father's cell phone bill anymore. Oh wait, it is --- because he's paying for!
For information on Opus,
Elixir?s variable data print and web solution
visit www.elixir.com