InfoPrint TransPromo Pilots, Shanghai Printing Innovation Center

Controlled TransPromo Pilots Deliver Proven Results, Designed to Stimulate Market Awareness, Growth

By: Cary Sherburne

March 10th, 2009 -- The announcement by InfoPrint today of the second TransPromo pilot project conducted as part of the CMO Council’s Routes to Revenue project continues to bolster market awareness for the effectiveness of color TransPromo.

Earlier this year, InfoPrint and Best Western announced a successful pilot of TransPromo for Best Western’s customer loyalty program that delivered a stunning 278% ROI.  In the latest pilot, with an unnamed Multi-System Operator (MSO) wanted to test the effectiveness of TransPromo communications as compared to the standard inserts it was sending with bills.  But it also wanted to know how much difference was delivered between monochrome and full color TransPromo. 

According to InfoPrint’s Lee Gallagher, “We selected a U.S. metropolitan area for the MSO test, and segmented an audience of 100,000 customers who did not have a digital phone, but had a complementary service.  50,000 of those received black & white TransPromo statements with an offer; the other 50,000 received the same offer, but in color.  The balance of the mailing used the standard statement with inserts.  The pilot produced an 18% lift over the traditional insert-based marketing with black & white, and a 27% lift with color.  While both methods delivered good results, the proof is in relative to color—it delivers results!  These types of pilots and published results will make it easier for marketers to make TransPromo decisions.  It allows them to estimate an ROI for black & white or color based on actual results and then make the financial decisions about which way to proceed.”

InfoPrint also announced the opening of a regional Printing Innovation Center in Shanghai, China, added to its centers in Boulder, Colorado and Germany. The centers each have state-of-the-art capabilities designed to incubate new solutions and ideas, and are focused on encouraging collaboration around next generation printing infrastructure to address current business challenges both locally and globally.

Gallagher added, “We are continuing to work with both Best Western and the MSO on ways they can continue to improve this strategic communications vehicle.  We are really thrilled with the results we have been able to achieve so far, and excited about the opportunities we have had to work with creative marketers who want to push the limits of the technology.”

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