TransPromo can be a good idea when you have the motive, means and opportunity!
Last month the conversation revolved around when embarking on a TransPromo course might be a bad idea. I heard from many readers who had examples of TransPromo projects gone awry. The five points identified as reasons why a TransPromo project might fail resonated. That doesn’t mean that every project that has an eye on a set of transaction communications and an idea of how to integrate some marketing messaging into those communications is a bad project. In practice, many companies have taken tools from the TransPromo toolkit and used them to add revenue to their bottom line, reduce call center costs and improve customer experience. You can do it, too!
Let’s start with the basics. There is no single correct implementation of a TransPromo communication project. There are many varieties of customer-facing communications that might take on marketing elements, including business-to-business communication and even small business invoicing. Whether you send bills to hundreds of thousands of customers or only 20 or 30 customers, there are tools in the TransPromo toolkit that can work for you. The only things you must have are a transaction document that you regularly (monthly, quarterly) send to a recipient, some information about the recipient (it can be any data point that is relevant to your business) and something more you want to market to them. TransPromo is, after all, a method of adding promotional content to a transaction document.
If you have these three things, your next step is to see if you can get over the hurdles identified last month. TransPromo is a good idea when:
See full article by Pat McGrew at: When TransPromo is a Good Idea! | OutputLinks.
