Transpromotional printing has been a buzzword in the printing industry for at least five years now. Transpromo printing is a means of up-selling existing clients, using materials that they already receive. The most natural form of transpromo is adding relevant ads to idle space on a statement that the customer already gets in the mail. The idea around transpromo is twofold. One, customers are expecting these statements, and they have to open them to pay their bills. The probability of customers seeing the ads is therefore very high, especially when compared to that of normal direct mail. Two, adding advertisements to the statements doesn’t really cost the company any more in terms of printing because it is utilizing statements that are already being mailed. A good statement designer can usually fit a few ads in place without adding any additional pages, thus keeping the printing cost the same.
So, one may ask, why doesn’t every company that sends out statements include ads to help penetrate its existing client base? The answer is that most of the big players already do, and have been doing so for a long time! I’m sure you have seen this on your utility and phone bills for years. But don’t be fooled––placing additional inserts into the envelope is not transpromo. These additional inserts cost big bucks in terms of print spending as well as postage (because of the increased weight). Since people don’t have to look at these inserts the way they inspect their statements, the value is minuscule.
What’s stopping smaller companies from participating in transpromo is most commonly a lack of data or technical know-how in setting up a complicated relationship database for up-selling current customers. I’m not going to lie: setting up a successful transpromo system is hard work and requires an excellent customer relationship database. But, if done correctly, transpromo can significantly increase business from your preexisting customer base.
So, how can we solve this? Well, back in October of 2000, Google launched its product for online advertising, AdWords. AdWords was a way for anyone with a website to generate advertising revenue. AdWords searches the content on a webpage and then uses key words to display relevant ads on that page in the space the website owner has allotted for them. Every time someone sees or clicks on one of these ads, the website owner is credited for the activity. If implemented correctly, this activity can, over time, turn into a major revenue stream for the website owner.
I may be going out on a limb here, but I have to make this prediction: if converted correctly, Google AdWords would be the perfect tool, for adding relevant ads to printed statements.
With the proper implementation of this technology and the necessary legal agreements between all parties, Google could easily supply relevant ads for marketers to display on their statements. This would in turn eliminate the need for corporations to write complicated customer relationship databases and to build systems to display these ads on their own. Lastly, the implementation of an AdWords system onto preexisting statements could provide an additional revenue stream for printers and companies at a time when no additional revenue should be overlooked!
So, would you care if Google searched your statements for key words to display ads that are catered to you?
Author: John Mehl