Advertisement
Advertisement
Transpromo Transformation
How this data-driven niche is changing the way companies market, and what you need to know about it.
Imagine you are a manufacturer producing enrollment packs for a health insurance company that has 200 groups, 750 plans and 2,000 different documents. Projects such as this are exactly what Primadata Inc., Green Bay, Wis., takes on, says President Linda Bova. “We work with the customer to identify all of the unique documents that tie to the group and then go down to the plan level,” Bova says. “Then, because we are also producing the ID cards, we go down to the employee level.” Although each enrollment pack is different, they can still be ganged together and printed out in zip code order. At the request of this particular insurance company, Primadata added another element to the process – health awareness flyers. For example, if a new customer selected a plan that included dental insurance, their pack would contain a flyer about dental health. “The health insurance company’s strategy is to identify certain things in its customer’s data to include health awareness flyers that relate to that specific member,” Bova says. “And, ultimately, lower costs.” This process of combining transactional documents with a marketing message is called transpromo.
Isn’t Transpromo for Credit Card Bills?
The most recognized use of transpromo is an advertisement on a credit card statement. However, transpromo is much more versatile. According to Barb Pellow, group director for InfoTrends, Weymouth, Mass., transpromo encompasses any type of regularly scheduled document sent to a customer. Lee Gallagher, manager of direct marketing solutions at InfoPrint Solutions Company, Boulder, Colo., describes the process of transpromo as using data analytics and business rules to make a transactional document relevant to each customer. Combining advertising with a transactional document goes beyond switching from inserts to onserts, which are printed directly on the credit card statement. Transactional documents have more diverse uses — from personalized credit cards, loyalty programs, coupons, receipts or notifications of changing coverage.
5 Reasons for the Popularity of Transpromo from Pitney Bowes
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | Next Page »
Post A Comment
To submit a comment you must be registered with Print Solutions Magazine. Please click here to
complete our short registration form.
