David Hall - Enhancing Your TransPromo Strategy
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Transcript of David Hall - Enhancing Your TransPromo Strategy
![Page 1: David Hall - Enhancing Your TransPromo Strategy](https://reader035.fdocuments.in/reader035/viewer/2022081602/546642e0af79594a1f8b4c94/html5/thumbnails/1.jpg)
Thursday 28th October 2010
Enhancing yourTranspromo Strategy
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Enhancing Transpromo
• Introduction to IOS
• The Landscape...
• What is it ?
• Who’s doing it ?
• Drivers and Challenges
• Opportunity & Benefits
• Examples
• Ingredients to make it work
• Conclusion
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Overview of DST Systems
•$2.3 billion turnover group - DST Systems Inc
•Employing over 13,500 people, serving 55 countries
•Output facilities in the UK and North America
•Over 2.5 billion secure communications per annum
•eServices business formed in 1996 now processes more than 3 billion
online transactions each year
•One of the worlds largest B2B/B2C eServices providers
•Pioneers in TransPromo in the UK and the leading exponent globally
•Newly formed UK group - Innovative Output Solutions
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Innovative Output Solutions
•New UK Print and Communications Group formed September 2010
•Formed through merger of DST Output in the UK and Dsicmm (DST 65%, Dsicmm 35%)
•IOS Group services portfolio:• Complex data driven solutions
• Leading edge digital and litho printing
• Traditional print and Direct Mail services
• Postal and delivery solutions
• Range of eServices
•All supported by a unique development platform, integrated workflows and
internal business continuity
•Committed to providing excellent service, flexibility and innovation in
communications from 6 sites throughout the UK
•Turnover of £130 million, 1,300 staff with over 500,000 sq ft of production
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Group Service Offering
Dagenham
•Marketing Communications
•Transactional
•Trigger Mailings
•Regulatory DocumentsCut sheet laser
Colour digital print
Sheet fed litho
Intelligent enclosing
Bristol
•Bulk statement/invoices
•White paper/full colour
•eDeliveryHigh speed colour digital print
Cut sheet laser
Intelligent enclosing
Northampton
•Marketing and Regulatory
MailingsCut sheet laser
Colour digital print
Sheet fed litho
Machine & hand enclosing
Polywrap
Peterborough
•Marketing and Regulatory
MailingsCut sheet laser
Colour digital print
Sheet fed litho
Machine & hand enclosing
Polywrap
Manchester
•Marketing Communications
•Regulatory Documents
•Paper and eDeliveryContinuous & cut sheet laser
Colour digital print
Web & cut sheet litho
Intelligent enclosing
Jarrow
•Pick and Pack Fulfilment
•Response Handling
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The Landscape
• ... and most of this mail fails to connect to mass media campaigns being
executed or to drive revenue
• 90% of all company communication today still relies on print
• 15% of corporate revenue is spent on publishing costs, including
customer directed statements and direct mail
• 75% of statement mail is in the bank, credit card, telephone, insurance and
utility segments...
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Enhanced Transpromo - What is it?
• Measurable
Multichannel Transpromo ‘Precision Marketing‘
• Transpromo
• Multichannel
• More effective Customer communication
• Content and Data driven
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Who's doing it?
• On-line
• On-Paper
• On-high-volume essential communications even less?
• Joined up between all the above
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Online advertising
Media trendsSource: Warc Source: comScore Inc
Internet Versus TV Adspend, 2009
THE UK IS THE ONE OF THE FEW DEVELOPED ECONOMIES WHERE INTERNET ADVERTISING SPEND HAS GROWN LARGER THAN TV
UK Top 15 web destinations - total unique visitors and time spent, February 2010
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Drivers and Challenges
• Useable ROI
• Virtuous CYCLE
• Customer Retention
• Complexity
• Relevance
• Security
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What about privacy? Gartner perspective
What is the average lift you typically see with your coordinated/integrated
marketing effort?
Source:
FAKENo real understanding or relationship, but
attempts to simulate one
“Dear Mr. John Doe”
BLATANT ABUSE“Let us emphasize how much information we
have on you”
“Dear John, we noticed...”
JUNKNo real understanding or relationship, nor
any appearance of one
“Dear Valued Customer”
SERENDIPITYSeemingly fortuitous offering of the right
product at the right time
“Dear John, we thought...”
Perceivedlevel of
targeting
Actual level of targeting
HIGH
LOW
LOW HIGH
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Opportunity and Benefits
• 360 experience - more customer insight ?
• Using the Statement data to drive both content and contemporary insights
• Making relevant offers based on the channel
• Improved loyalty
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Examples - Consumer
• Retail credit card - effective transpromo paper solution, including
purls and urls.
Stage 1 – design workflow
Stage 2 – HTML Content
Stage 3 – Paper Content
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Examples - Consumer
• BENEFITS:
• ROI – the existing workflows meant that online content could
be generated without any additional investment in software or
process
• Improved loyalty – no actual figures, anecdotal based on
web-site traffic & increase in message volumes.
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Examples - Business• Asset Management - collaboration on content to generate up to the minute fund performance reports
tailored to individual investors. Printed on paper and made available online to intermediaries improve
the sales process
• BENEFITS:
• Improved customer service
• Reduced Lead times
• Drove traffic to the web-site
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Behind the scenes - workflow
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1: Storage1: Storage
2: Account Management2: Account Management
3: Operations3: Operations
5: DP5: DP
9: Comms9: Comms
9: Comms9: Comms
1: Storage2: Account Management3: Operations4: Maintenance5: DP6: Email Delivery7: SMS Delivery8: Web Hosting9: Comms10: 3rd Party11: DR12: Payment Processing
1: Storage2: Account Management3: Operations4: Maintenance5: DP6: Email Delivery7: SMS Delivery8: Web Hosting9: Comms10: 3rd Party11: DR12: Payment Processing
Behind the scenes - operational
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Ingredients Needed
• Communications strategy
• Content management and workflow
• Delivery channel management
• Metrics and feedback
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Conclusion
• More complex than it sounds
• A response to a more sophisticated consumer
• Obligation on the company to know their customer
• Can contribute to Loyalty and Brand strength
• Probably unavoidable
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THANKYOU