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Track 2: Executing TransPromo
Session 2: Organizational
Alignment: The Decision-Making Process
Before deciding to launch a TransPromo initiative, you will need the
support of several key resources throughout your organization. Two
departments that don’t always have much interaction with each other–
marketing and information technology – will need to work together.
In addition, TransPromo touches data analytics, design, operations,
production, and certainly your company’s executive team. This
session will outline who to engage, how to approach them, and
ultimately, best practices for achieving organizational alignment.
Session 4: Defining Business
Objectives
Once you have made the decision to move forward with TransPromo, it
is important to define your company’s business objectives. Often, a
leading justification for migrating to TransPromo communications is
an overall reduction in cost with a simultaneous increase in the
campaign effectiveness. Other times, higher customer satisfaction
levels are the primary objective, and cost savings are secondary.
This session will introduce and discuss strategies for defining
TransPromo business objectives for companies with varying needs.
Session 6: Data Protection and
Privacy Considerations
Data is essential to making TransPromo communications personalized
and relevant for the recipient, but what are key considerations when
using customer data? What information should be used for relevant
messaging and when does it go to far and make consumers
uncomfortable? This session will highlight an organization with
expertise on effectively using sensitive customer data for
TransPromo communications while adhering to important data
protection and privacy guidelines.
Session 8: Analysis of Current
Communications: Building a Message Matrix
Marketers strive to remain in constant communication with their
customers using both direct and mass marketing, but typical
marketing campaigns don’t always work. Because 95% of transaction
documents are opened and reviewed, TransPromo communications offer
an opportunity to reach your customers on established intervals. For
instance, as a telecommunications company, you know when your
customer’s service contract is due for renewal, so you can begin the
customer retention messaging through on-statement promotions. This
session will demonstrate how to build a message matrix to optimize
relevance through intelligent timing of TransPromo messaging.
Session 10: An Offer Strategy that
Works
Traditional inserts are more easily dismissed as advertising than a
message printed beside personal information from a trusted source.
Because of this, marketers need to adjust their offer strategies
appropriately. This session will focus on building targeted messages
that will make TransPromo messaging effective as an educational,
informational, and promotional delivery form.
Session 12: Design Considerations
for TransPromo
The success of TransPromo is as much about the document design as
anything. The critical information needs to be easy to find, with an
appropriate balance between statement messaging and white space
management. This session will focus on key design considerations to
optimize the effectiveness of TransPromo documents.
Session 14: Managing TransPromo
Good project management is an integral part of the success of any
campaign launch, and implementing TransPromo is no different. The
project manager will need to work with all related facets of the
effort to keep the implementation running smoothly. This session
will focus on how to effective management of a single TransPromo
effort, as well as management of an ongoing campaign.
Session 16: TransPromo Pricing
Strategies
TransPromo adds an enormous amount of value to customer
communication and enables marketers to have more direct control over
messaging and promotions that recipients are seeing. There are many
different pricing strategies that can be implemented for this
value-added service, but which one is right for you? This session
will focus on a variety of pricing strategies that have been
successful when implementing TransPromo.
Session 18: Tools and Technologies
for the Future
Now that we have an understanding of what technology is here today,
and how to implement it, let’s look at some of the tools and
technologies that will bring us to the next level of TransPromo.
This session will focus on how to augment your TransPromo campaigns
with technologies that are just taking off.
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