Introduction
Methodology
TransPromo: Defining the Market
The TransPromo Revolution
TransPromo: A Growth Market
Key TransPromo Drivers
Reaching Customers
Advances in Technology
Linking into Multi-Channel Marketing Campaign Management
Continuing the Dialogue
The USPS Makes TransPromo Cost-Effective
Changing Market Conditions
Justifying TransPromo in the Marketing Mix: The Marketer’s Perspective
TransPromo: More than Statements
The Advantages of Transaction Documents as a Marketing Platform Leveraging TransPromo for Incremental Revenue
TransPromo: The Extended Definition
Synergy Abounds
TransPromo is Efficient!
Target Markets
Getting Started with TransPromo
Aiming High
Accessible Markets
Willingness of Marketers to Adopt TransPromo
The Challenges of Adoption
Inhibitors
Marketing Metrics
TransPromo Makes for Strange Bedfellows
Opportunities Abound
New Revenue Opportunities for Print Service Providers
Gap Analysis and Partnership Alliances
The Marketing Agency
The Data Manager
The Print Service Provider
Required Skills
Recommendations
When to Recommend
When Not to Recommend
The Buying Decision
Critical Success Factors
Summary
Case Histories
Art Plus Technology: Doing TransPromo Right
The Selling Process
Avoiding the Cross-Sell Cross-Fire
The Future of TransPromo
A Case in Point
DME Extends Direct Marketing Skills to TransPromo
First Data: The Opportunities Are Limitless
The Sales Process
TransPromo Implementation
Retail Buys In
Selling Real Estate
TransPromo: Not New, but Different
Reallocation of Marketing Spend
The Shift to Electronic Delivery
Integrating the Web
Words of Wisdom
Mortgage Firm Shows Interest in TransPromo
Oniya Shapira Wins Cal TransPromo Business
Before and After
The Sales Process
Prinova: Taking Healthy Care of Customers
TransPromo Misconceptions
Selling TransPromo
The Organizational Challenge
Selling Ad Space on Statements
The Humana Story
