Publication Date: October 2009
Service: TransPromo Consulting Service

Introduction

TransPromo is built on the fact that transaction documents are better read and understood than direct mail, since they are often part of a trusted relationship between a supplier and consumer. By combining promotional, informational, and educational direct mail with transactional mail, often referred to as “TransPromo”, organizations can achieve more effective communications than using the traditional method of sending each type of mail separately.

This evolution provides new opportunities for technology vendors of printing and finishing equipment, as well as providers of software enablers for content management and electronic presentment. It also offers a tremendous opportunity for print service providers in the document outsourcing arena to assist customers in migrating to more productive and efficient operational strategies relative to transactional data flow.

InfoTrends previously conducted a study of the TransPromo opportunity in the United States and Canada. Since then, companies have expressed interest in bringing this successful study to Europe, as the European TransPromo market has significantly different characteristics and dynamics that justify a study on its own. Examples include Europe's strict data protection and privacy regulations, the liberalization of the postal market, and the differences that are present in consumer behavior, ethics and business conduct across the various countries in Europe.

Trans Meets Promo: A European Perspective will evaluate the transition underway in the corporate world relative to transactional documents. It will consider the longer-term effects of recent events on the perceptions and practices associated with the creation, management, and distribution of transaction documents.

In short, this study will provide document technology vendors and service providers with critical information to guide the development of product/service portfolios and strategic business planning that is designed to capture revenue from direct mail and transaction-based document applications.

Objectives

Through this research InfoTrends to:

• Identify the current state, future prospects, and market size for transaction documents, transpromotional documents, acquisition direct mail, and retention direct mail
• Understand how key IT and organizational initiatives are affecting document production and distribution technology and services
• Assess the changing requirements of consumers segmented by typical demographics content on the effectiveness of the campaign (e.g. response rates) as perceived by consumers
• Review privacy regulations and data protection requirements by country
• Understand how key marketing executives are assessing marketing channels and evaluating success
• Assess market opportunities for high-speed print technology
• Assess market opportunities for software solutions

Analysis and Project Deliverables

InfoTrends will conduct extensive analysis of the desk research, personal interviews, and surveys to develop a comprehensive understanding of the opportunities and issues for document technology and service providers.

Sponsors will gain a better understanding of the TransPromo opportunity in Western Europe. They will be able to use this information to help sculpt their strategies relative to transaction documents, electronic presentment, and TransPromo going forward. This will include an annual TransPromo impressions forecast and a forecast relative to the value of print services.

Technology providers will also receive a PowerPoint presentation to share charts with company executives, extensive data tables with cross-tabulation for their internal analysis, and equipment placements and revenue data.

Getting Started

For more information on the study or to sign up as a participant, contact Jennifer Skerrett at +1 781 616 2100 ext. 111 or via e-mail at jennifer_skerrett@infotrends.com. Early subscriber discounts are available until May 15, 2009.