transpromo · transpromo: understanding marketing “pain points ... staying within budget •...

TransPromoIt Means Getting Everyone to the Table

• Transaction Documents: Still Big Business

• A Complex Sales Approach

• The Value Proposition

• The Bottom Line

• Why Canon Solutions America?

Topics

Other

34.7%

Print

advertising,

inserts, and

coupons

5.2%

Reports

5.5%

Proposals/

Contracts

5.6%

Presentations

5.7%

Brochures and

marketing

collateral

6.1%

Newsletters

6.7%

Direct mail

7.0%

Financial/Legal

Communication

s

8.4%

Statements/

Invoices

10.2%

Training

materials

4.9%

How much of your total print spend does each application account for?

Spending by Print Application

Key Findings

• Statements/invoices and

financial communications

are top two in print spend

• Marketing applications

(direct mail, newsletters,

brochures) represent a

solid category for print

spending

• TransPromo: An

opportunity to

“consolidate” spending

N = 1,026

Source: Understanding Vertical Markets: Enterprise Communication Requirements, InfoTrends 2012

Top Print Spend by Vertical

• Top print applications for financial and insurance are also most likely to move to electronic delivery

• Top print applications for hospitality, retail, and utilities are more marketing-focused and are more likely for channel integration

Rank by Print

SpendEducation Financial Healthcare Hospitality Insurance Manufacturing Retail Utilities

#1Training

materials

Financial/

Legal

Brochures,

marketing

collateral

Direct MailFinancial/

LegalPackaging

Print

Advertising,

inserts,

coupons

Presentations

#2 BooksStatements

/InvoicesPackaging

Brochures,

marketing

collateral

Statements

/Invoices

Magazines,

periodicals,

journals

Direct Mail

Print

Advertising,

inserts,

coupons

#3 PresentationsProposals/

Contracts

Financial,

legal

Print

Advertising,

inserts,

coupons

Proposals/

ContractsNewsletters

Office

Stationery

Brochures,

marketing

collateral

Primary Digital Printing Applications by Vertical

• Top 3 are either exclusively or mostly produced on digital

equipment

• Marketing collateral only appears within Financial – a

sign of an opportunity to migrate from offset to digital

• Statements/Invoices and Financial/Legal communication

have a high likelihood to move to electronic format

Financial Insurance Utilities Retail Manufacturing Hospitality Healthcare Education

#1Point-of-

purchaseTraining materials Presentations ID Cards

Accounting,

payroll, inventory

Accounting,

payroll, inventoryPresentations Packaging

#2Marketing

CollateralPrint advertising Books

Financial/Legal

Communications

Financial/Legal

CommunicationsForms

Proposals/

ContractsID Cards

#3Statements/

Invoices

Accounting,

payroll, inventoryCatalogs

Proposals/

ContractsOffice stationary

Investor

publicationsReports Catalogs

A Complex Sales

Approach

• Marketing

− Design

− Agency

− Etc.

• Line-of-Business Owner

• Operations/Finance

• Information Technology

Who Needs to Be At the Table?

Conveying the Value to Each Stakeholder

• Stakeholders will see value in

different places

• Show each person in the

room that you understand

their pain and daily

challenges

• Play into the needs and

wants of each stakeholder

• Cross-selling loan refinancing

• Upselling and leveraging car leasing data

• Credit card statements with relevant coupon offers

• A hotel key folder that is personalized with loyalty points and a coupon for hotel services.

• An e-statement with a Website link for a “special offer”

• A personalized delivery receipt accompanying merchandise with additional offers

Transforming Business Costs into Profits

• A challenging economy

− Declining budgets

− Justifying every dollar spent

− Accountability and ROI

• Primary initiator for a

TransPromo engagement

• Opportunity to reduce cost of

marketing campaigns while

delivering ROI

TransPromo: Understanding Marketing “Pain Points”

Helping the Marketing Professional

Helping marketing professionals means

implementing new ideas that create

value, such as:

• Reaching new markets and expanding existing ones

• Acquiring an integrated view of the customer

• Improving time to market • Leveraging the Web with multiple

touchpoints• Measurement and feedback loop for

marketing campaigns• Justifying marketing ROI

The Discussion with Marketing

• Marketing ROI is key

• Independent direct mailings are expensive!

• Transaction documents are sent at regular

intervals anyway… and they are read!

• Adding marketing messages to the transaction

document can meet marketing objectives while

staying within budget

• Motivated by individual

product line profit and loss

• Illustrate the benefits of

statements for customer

retention, cross-selling, and

upselling

• Opportunity to cut across

product line silos and drive

product line synergy

− e.g., selling car insurance to

individuals with homeowner

policies

Product Line Managers: The Next Stopping Point

Discussions with Product Line Managers

• You need to ensure the success and profitability

of your product line.

• The transaction documents that your company

sends offer a valuable opportunity for you to

speak to customers and prospects for your

product

• TransPromo offers the opportunity to cut across

product line silos and drive synergy

The finance department wants

promote products and leverage

customer data in the most

economical way to protect

revenue and manage cash flow

• Postage

• On-time payment

• Reductions in call center volumes

• Migration to e-presentment

The Finance Executive

The Discussion with Finance

• Remittance is first and foremost to you –

keeping bill delivery on schedule is non-

negotiable

• A document redesign can improve operational

efficiency by enhancing customer

communication and reducing call center volume

• TransPromo enables communication of

mandatory regulatory information – without the

need for creating a separate communication

• Data – the lifeblood of the TransPromo campaign

• The right IT resources to:− Segment data− Append data from

external lists− Establish appropriate

campaign triggers

• Support dynamic document composition

• Regulatory compliance

• Manage workflow from creation to fulfillment in a secure environment

And Then There’s IT…

The Discussion with IT

• We know that the transaction data is important

to you

• We want marketers to be able to use the data

to be more effective in their communications

• They will need your help getting there, and it

might require the purchase of software

• Let’s start by discussing your limitations and

capabilities

The Discussion with Print Operations

• You run on a tight schedule and you want to

avoid complications at all costs

• Any complexity created by TransPromo is

completed by the end of document composition

• If you are already a transaction printer and the

company is using the same devices for

TransPromo, you have nothing to fear

Bringing it Together: The Value to the

ORGANIZATION

• TransPromo meets both marketing and operational

objectives

• TransPromo does not necessarily mean third-party

advertising on your document – internal

communications can be just as valuable

• Look at your current communications, discuss the

desired state, and then finish with a gap analysis

• TransPromo works!

• Strengthen brand image and create competitive distinction

• Improve bill clarity and reduce call center traffic

• Use special offers to upsell, cross-sell, and drive business results

• Generate revenue by selling advertising space

• Use personal messaging to build brand loyalty

• Strengthen and expand multi-channel marketing

Benefits Cut Across the Organization

• Marketing− Agency− Designers

• Product line managers

• Finance/Operations

• IT

It’s Time to Get Everyone to the Table!

Why Canon Solutions

America?

A Partner Committed to Your Success (1)

• Long history of understanding and meeting customer requirements

• Market-leading scalable technology

• End-to-end solutions

• Professional services for successful execution

Canon Solutions America: A Partner Who

Wants to Help You Grow!

Any Questions?