InfoPrint Solutions was invited to give a presentation at “doxnet vor Ort” – a regional user group of around 300 German-speaking industry vendors, document composition software providers, outsourcers and in house-printers from Austria, Germany and Switzerland.
I did a presentation on precision marketing, popularly known as transpromo. We prefer now to call this technique precision marketing because relevant marketing messages are sent through many communication channels – and not only on statements, which is referred to as TransPromo. The channels include direct mail, mobile devices like the iPad and iPhone and email to name a few.
I enjoyed changing the conversation from hardware topics to focus on solutions, which can be just as significant as the printers themselves. One question that has become a matter of survival for many marketing managers is: “How can I communicate more effectively with my customers and measure my results?”
As you all know, precision marketing allows companies to speak to consumers in a targeted, customized fashion. You can use customer data to generate meaningful messages based on their consumer behaviour patterns. Another way to send personalized communications is as easy as targeting a specific group of residents in a particular neighborhood. Depending on the desired reach, product or services being offered and data you have to work with, the opportunities are vast.
InfoPrint Solutions has a portfolio of services to help our customers, outsourcers and industrial segment customers, including finance, utility and telco, to enable them to send relevant marketing messages. The first step is to implement a needs assessment workshop to investigate the current status of a company’s customer communication abilities, learn about their pains and needs, and their future communication strategy.
Next the customer must identify their needs; it could be a document composition, customer strategy, or data analytics job. If it is all of that packed together we call it a “Precision Marketing Pilot”. This is our proof-of-concept to show what additional potential revenue can be unleashed by applying precision marketing.
Personally, I want to add that it is astonishing to see how big Hunkeler innovationdays has become. The event’s growth and full aisles are hopefully an indicator that we will all have a good year ahead of us!
By Thomas Haas, EMEA Precision Marketing Principal
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