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Breaking It Down: The Benefits of Transpromo Marketing
Breaking It Down:The Benefits of
TranspromoMarketing
LKCS
What is Transpromo Marketing?
• Transpromo is a compound expression formed from the words "transaction" and "promotional".
– By adding relevant messages, you can piggyback targeted promotions and advertising onto existing transaction-related documents, such as statements, notices, and invoices.
– Transpromotional documents combine and data mining and business intelligence technology with variable data printing.
• TAKE ADVANTAGE OF “FREE” POSTAGE!
– Include targeted advertising with your statements
1st Benefit
• Improve Statement Clarity– Your statements can be easier to read and understand.
– Reduces member/customer service issues and complaints.
– Simplifies compliance requirements
• Add disclosures and other elements on the fly when they are needed
Statement Design
• LKCS can prepare your statements in just about any format or layout imaginable.
• When LKCS begins programming you will be asked to let us know of any specific formatting options, styles or statement elements that you would like to incorporate.
Reformatting
Flexible Statement Design
Other StatementsDaily Notices Credit Card Statements
2nd Benefit
• Strengthen Brand Image and Create Competitive Distinction– Reinforces brand messaging
– Educates account holders about your advantages
– Keeps branding consistent
– Separates you from your competitors
Add Some Color
More Examples
E-Statement Branding
Another E-Statement Example
Don’t Believe Your Statements Can Differentiate You in Your Market?
• Discover Card promotes their statements in a national ad campaign!
3rd Benefit
• Give Members/Customers What They Want– SURPRISE! People PREFER to receive a personalized
statement with ads relevant to them.
– Your account holders want to know you understand them.
– And you want to generate new business at less cost.
– TRANSPROMO IS THE ANSWER…
4th Benefit
• Face Far Less Competition For Consumer Attention– Transactional documents are opened and read by more than
90% of consumers (according to the USPS)
– Because the average consumer is bombarded with advertising, e-mail, direct mail, and other forms of solicitation each day, transpromo statement marketing can help you cut through the clutter and stand out
– Account holders will actively look for your advertisements if they are routinely relevant to them
Transpromo Marketing
• Selective Marketing– Target which people receive different messages and offers:
• Demographics (age, gender, income)• Psychographics (lifestyle, interests)• Credit History• Member / Customer Type• Account relationships• Account balances• Account activity• Geography• ANY other conditions identifiable in your statement data• ANY other conditions identifiable in a separate control file
Marketing Options
• Non-Selective– Envelope Messaging
and Backprinting
– E-Statement E-Mail Notifications
– E-Statement Landing & Login Pages
• Selective– Statement Inserts
– Statement Onserts
– Statement Messages
– E-Statement Banner Ads
– Statement Layout
Envelope Backprinting
– Try to open an envelope without seeing the back side.
– The back of the envelope is a billboard. Use this space.
– INEXPENSIVE – LKCS charges just over 1 cent per envelope
– Choose from our stock designs each quarter, have LKCS custom-design an ad for you, or supply your own unique ad.
E-Mail Notification
• Custom E-Statement E-Mail Notification
Customize the E-Statement Landing Page
Even Add Video
NEW IDEA – E-Statement Pop Overs
• Also Great for Compliance Notifications
Transpromo Options
• Statement Ads/Onserts– LKCS print ads directly on your statements for pennies.
– Ads sent to all recipients OR we can target specific groups of account holders to receive one or more of these messages.
– You are no longer limited to short, text-only messages. Include graphics, logos, fonts, photos, etc. Even personalize the ads.
– Same technology enables loan payment coupons, rate grids, regulatory notices, etc. to be delivered on your statements.
– Design the ads yourself, select concepts from our online catalog, or have LKCS custom-design ads just for you.
Statement Onserts
Onserts On the E-Statement
• Statement Ads/Onserts
More Transpromo
• Statement Letters– Include personalized direct mail
letters as the first page of your account statements. NO EXTRA POSTAGE!
– According to the DMA, personalized letters remain as the most effective direct mail method.
– Use for pre-approvals, referral campaigns, skip-a-pay, investment relationships, welcome new members, etc.
Inserts Delivered with E-Statements
• Banner Ads– Link to web pages or PDFs
– Appear for all account holders or selectively
5th Benefit
• Up-Sell, Cross-Sell, and Drive Revenue Opportunities– Transpromo marketing can be implemented across print and
electronic platforms.
– Takes advantage of specific cross-sell and up-sell opportunities
– Supports existing rewards/loyalty programs.
Transpromo Campaigns
• All of the above examples were intended to support one promotion for one month.
• How else could you utilize transpromo statement marketing?
• Consider developing ongoing statement-based marketing campaigns
• The advantages:– “Set it and forget it” (at least for a few months)– Take advantage of special opportunities– True one-to-one marketing
Transpromo Statement Campaigns
• Some ideas:
– New Members
– Loan Payoff Thank Yous
– Auto Loan Recapture
– Birthday Messages
– Loan Payment Coupons
– Rewards Points / Programs
– Mortgage Services
– Investment Services
– InsuranceServices
– Business Accounts
– New Mergers/Branch Acquisitions
– New SEGs
– Take Advantage of Cross-Sell Opportunities
Ongoing Campaign Examples
Matrix Statement Campaigns
• Series of statement onserts sent out over a period of months/quarters to cross-sell additional products and services to specific groups of account holders.
– Same concept as Matrix Mailings.
– Terrific solution for new account holders, mergers, new branch locations, new SEGs, expanded field of membership, etc.
– Ability to run multiple matrices at same time.
Matrix Ad Examples
6th Benefit
• Turn a Cost Center into a Profit Center– With transpromo elements, statements and e-statements
become highly targeted and measurable direct mail campaigns that increase revenue and lower costs at the same time
– One Final Idea…
Statement Letters
• Pre-Screen Loan Campaigns
Get Started
• We’ll Break It Down!– LKCS has the tools and expertise to help you leverage these
transpromo marketing options
– Our experts can work with you to identify your goals, assess your data sources (and recommend new ones), and put it all together
Thank You
Thank You!
