Strategy: Transpromo’s Evolution
In this same vein of sharing relevant information, B-to-B companies can offer best practices documents or white papers that provide general ways for customers to save money as a means of helping drive loyalty. Customers often are drawn toward companies that prove they are not only interested in sales, but in bettering their brands' awareness and keeping customers happy. Best practices and white papers are influential ways to prove this case.
In August 2009, my company commissioned a survey of 1,000 U.S. men and women to learn more about their feelings toward loyalty programs and marketing campaigns in general. The results were not surprising, but rather reassuring, that our assessment of the achievable marketing possibilities via loyalty programs was correct. Nearly four out of five respondents stated they would consider using relevant coupons received from their rewards clubs over the clubs' competition. But what was startling was more than 60 percent of responders said they might stop purchasing from a company that marketed irrelevant materials to them.
With all of these points to consider, it is simply inconceivable for a marketer not to take advantage of the data already on hand from these loyalty and rewards programs. In today's times, consumers are understandably looking out for "what's in it for me." It now is a company's job to prove that it knows what consumers are looking for and that it already has the solution.
Transpromo was the term of yesterday. This is much more than targeted coupons on bills; it's a deep look into customers' habits.
Precise marketing is the term of tomorrow.
Lee Gallagher is manager of direct marketing solutions at Boulder, Colo.-based InfoPrint Solutions Co., a joint venture between IBM and Ricoh. The company is a provider of output solutions. Gallagher can be reached at (303) 924-9348.