Last week Barb Pellow wrote an article at WhatTheyThink.com about using transpromotional (transpromo) communication to to effectively target consumers. Pellow calls transpromo “a tried and true communications medium,” a medium that targets your customers, not the not one-time buyers.
The current state of the economy, rising fuel costs and other economic pressures make advertising and marketing even more important as consumers become more mindful of their spending. Corporation also tend to cut back advertising during a economic slump. According to Pellow, TransPromo is a very cost-effective in comparison to alternatives like billboards, television, the radio, and magazines
TransPromo is a very cost-effective mechanism in comparison to mass media alternatives like billboards, television, the radio, and magazines. Because consumers typically devote significant time to reviewing these transactional documents, businesses are well-positioned to capture more customer mindshare than many other conventional advertising channels.
The power of TransPromo is its reach: the invoice enters the customer’s home (90% of invoices compared to 7% of direct mailings); a personal approach: personalized, eye-catching, full-color graphics that drives customers to act; and its cost: printing and mailing costs have already been paid to send the invoice.