Yesterday, InfoPrint Solutions and Sinclair Oil announced a TransPromo partnership that has a slightly different twist than the programs we normally hear about.  Most of the TransPromo case studies tend to focus on business-to-consumer applications:  Companies who place marketing or educational messages on statements, invoices, notifications and other consumer (customer) communications, reducing costs and often converting these mundane documents from a cost center into revenue generators.

In this case, Sinclair Oil is using TransPromo communications for B2B purposes. The implementation uses MAPPING Suite—a personalized, business communication software system that encompasses document design, print management and multi-channel electronic document delivery. InfoPrint is the exclusive MAPPING Suite distributor worldwide, except in France where the application originated, according to Lee Gallagher, InfoPrint’s Manager, Direct Marketing Solutions.  He adds, “MAPPING Suite has been the basic infrastructure for our trade show booth demonstrating TransPromo applications at the last several shows. Print 09 attendees will be able to get a first-hand look in Booth 2082 at the show.”

Sinclair Oil is using TransPromo to drive participation in "Fleet Track," a complete commercial fleet management solution for all aspects of managing fueling and fleet service needs. It includes the procurement of fuel, combined with the integration of private site transactions and the most complete network of retail fueling on one card. Gallagher explains, “Sinclair commercial accounts can offer this card to the truckers that drive their oil trucks. It allows the consolidated, real-time capture of all of the relevant data when truckers refuel, purchase food, or make other business-related expenditures. With the program, Sinclair does all of the program management based on rules established by the customer.  For example, a Sinclair commercial account may have an established daily spending limit for driver purchases at convenience stores. When drivers make a purchase, they are able to get immediate point-of-purchase feedback with messages that indicate they have reached their daily limit for food expenditures.  Or perhaps the message might thank them for filling up at Point A, but let them know they could have saved a certain dollar amount by filling up at Point B.  It takes the burden of analyzing credit card information off of the customer and it allows them to reduce expense, maximize assets and become more cost effective in the management of their fleets.”

While the program is primarily targeted at Sinclair commercial accounts, Sinclair also wanted to create an inclusive environment for its distributors so that they did not feel left out of the process.  To achieve this, MAPPING Suite allows for the insertion of the appropriate distributor logo alongside the Sinclair logo on customer statements.  “This co-branded approach supports both brands and drives loyalty for Sinclair in both the commercial customer and distributor communities,” adds Gallagher.

Using MAPPING Suite to integrate with enterprise systems such as point-of-sale (POS) is a unique aspect of the Sinclair solution that allows real-time feedback to truck drivers, according to Gallagher.  “In addition to the generation of statements and access to data for analytical purposes,” he says, “POS integration can offer a number of benefits.  We have customers that are using the application to generate relevant, personalized coupons at the point of purchase, as well as adding TransPromo messaging to packing slips, labels and other transactional documents that might not normally be considered candidates for TransPromo messaging.”

The Sinclair application demonstrates the growing acceptance of TransPromo as both a B2B and B2C customer communications platform.  As companies increasingly seek ways to make their marketing efforts more effective, success stories such as these will drive increased adoption.  But print service providers should be aware that the growing adoption of TransPromo is likely to come at the expense of other printed applications.  According to the DMA, 51% of direct mail goes to existing customers, and this will likely be one of the first areas to be affected.  In fact, some research firms are already reporting a decline in direct mail volumes—an area where there has been growth for a number of years. As more success stories are published, accompanied by proven results that exceed those that can be achieved with traditional communications, marketers will seek ways to incorporate TransPromo communications into the mix.  They will be attracted by the ability to leverage a regular monthly customer communications vehicle—statements, invoices, notifications and more—to incorporate personalized and relevant marketing and educational messaging.  Their financial and operations counterparts will be attracted by the revenue generating opportunities this blended approach offers.  And as in the Sinclair project, all stakeholders will appreciate the multichannel nature of the communications vehicle, incorporating messaging in printed and electronic communications, as well as at the point of purchase as demonstrated here.

If mailing is an important element of your business, be sure to take the time at Print 09 to gain an understanding of the TransPromo offerings being demonstrated by InfoPrint Solutions and others at the show.  Perhaps TransPromo is not in your immediate—or even long-term—future.  Regardless, it is important to understand how it is likely to affect your portfolio of products and services as market adoption grows and to adjust your business strategies accordingly.

You can also consider attending InfoTrends’ North American and European TransPromo Summits, where suppliers and users of TransPromo applications gather to discuss the latest trends and possibilities. In addition, many supplier web sites offer TransPromo resources.  Check out, for example, InfoPrint’s TransPromo Made Simple or Australia Post’s informative informational site.  By paying attention to important trends like TransPromo, you will be in a better position to make the best possible strategic decisions about the future of your business.