The Vectis Agency in Australia has a great track record of helping their customers, who are typically printers, mail houses and postal organizations, to sell the concept of Transpromo, or Integrated Insight Marketing to their end customers using case studies.
According to Grant Stewart, the Founder of Vectis, “we have pursued case studies that prove a marketing point, for example: can the statement deliver value long after the other channels have stopped working ?” They showed the answer to be “yes” in their Bartercard case study. “Or can the statement deliver better value than competing channels?” Again, the answer was “yes” according to a case study for Lombard. “Or can the statement offer a unique competitive advantage to winning business as demonstrated by our Sutherland case example, rather than the traditional print-legacy type color vs. B&W vs. paper vs. electronic discussions.
Stewart believes that the best way to get a Transpromo program going is to articulate the opportunity cost of not doing it. The Vectis case studies were used to articulate early opportunity cost which gained initial traction and cross section (marketing, operations, finance) buy-in. Most programs have since gone on to far more sophisticated levels, and continue to fuel themselves under a rigorous, measurement structure.
“I also believe printers need to spend a bit of time learning from direct markets” states Stewart. “When was the last time you heard a printer talk about a response rate’s statistical margin of error?”
Printers and Direct Marketers have a lot to learn from each other to make a more compelling Transpromo argument to end users but, the challenge to me remains simple: help the customer articulate the opportunity cost of not doing it using the tools the customer has. Only then can you move these programs to levels that you might both aspire to.
I’ve included a link to a variety of Vectis case studies here. I cite them often because they tend to be simple, straightforward proof points for one decision criteria at a time. Thanks Grant.