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TransPromo Summit

Wednesday, August 22nd

8:00 AM
Registration & Continental Breakfast

9:00 AM
Keynote: A Statement Isn’t a Statement Anymore! It’s a Powerful Marketing Tool
A statement is just a statement, right? Wrong! It used to be, but things are changing. Businesses are now recognizing the potential of turning statements and other transactional documents into powerful marketing tools. This keynote session focuses on the emerging marketing opportunity associated with so-called “TransPromo” solutions. TransPromo is a cocktail of transactional print, bold design, color, and variable marketing data that delivers a mix of functional transactional information and value-added marketing to business communications.
Speaker:
Barb Pellow, Director, InfoTrends

9:45 AM
Keynote-Bring Your Brand to Life with TransPromo
The most frequent communication between a business and customer is through transaction documents(i.e. statements and invoices).  By using the power of information design to clarify data, emphasize items of importance, dramatize patterns and draw attention to items that require action, you can turn transaction documents into powerful marketing tools.  In this keynote session, we will discuss how you can transform transaction documents into tools to build your brand and drive new business opportunity.
Speaker:
Hayes Roth, Chief Marketing Officer, Landor Associates

10:30 AM
Morning Break – Table-top Browsing

11:00 AM
Session 1: Anatomy of a TransPromo Campaign
By their nature, bills, statements, and other transactional documents have a captive audience and provide an ideal opportunity to tailor messages based on a consumer’s interests, preferences, and patterns. Incorporating personalized color variable data into bills and statements creates a customer communication piece that gets attention and causes action. This session will take the audience through the anatomy of a TransPromo campaign from concept to implementation to delivery and highlight the critical elements necessary for a successful promotion.
Speakers:
Cheryl Kananowicz, VP, Sales & Corporate Communications, DST Output
Dennis McClure, Invoice Marketing Manager, Ford Motor Credit Company

11:45 AM
Session 2: Direct Marketing-Integral to the Marketing Mix
Transaction documents are going in the mail anyway…plus they are a guaranteed open. Get more for your money by integrating targeted marketing messages into traditional statements. Today’s savvy marketers are utilizing the white space on transaction documents to deliver their marketing messages. This session, presented by the Direct Marketing Association, will focus on leveraging transactional documents to up-sell, cross-sell, and resell clients on products and services.
Speaker:
Alan Kuritsky, Vice President of Marketing, DMA

12:30 PM
Lunch – Table-top Browsing

1:30 PM
Session 3: Building TransPromo Campaigns… The Right Mix
TransPromo contains two main ingredients; transactional print and proactive marketing. Most medium-sized and large organizations already have these ingredients, but need support to find the right blend. This session is designed to discuss the blend that creates revenue-boosting customer communications. It talks about how to add bold design and color with key variable information to get the guaranteed “kick” that marketers are looking for in a TransPromo communication.
Speaker:
Jim Hackett, President & Founder, Indivia Inc.

1:30 PM
Session 4: The Cost of TransPromo Conversion
Regardless of the benefits of TransPromo, it must be cost-effective. This session will review the typical costs of implementing TransPromo, and the detailed results may surprise you. This session will leverage recently-completed research on this topic and present the results of market research with practical suggestions.
Speaker:
Pat McGrew, Director, Industry Marketing, Kodak

2:15 PM
Session 5: Leveraging TransPromo… An Agency Perspective
As the Direct Mail market continues to thrive, new printing technologies, application software, and quality creative execution can help raise reader awareness by transforming routine statements and other transactional documents into powerful customer communications. In the business world, companies regularly contact customers, shareholders, suppliers, and employees with statements, invoices, checks, and pay slips. These documents are expected, and because of their financial standing are generally opened and read before other mail. Creative direct mailers and agencies are beginning to see that using these items for marketing purposes can be a fantastic opportunity to cross-sell new products/services and enhance brand recognition with the recipient. This session is targeted toward providing an agency perspective on how to leverage the TransPromo opportunity to build your brand.
Speaker:
Bob Pente, CEO, Terminal Van Gogh

2:15PM
Session 6: How Did You Do It?
This panel session will review how participants implemented TransPromo. The journey is typically difficult and fraught with danger. Those who have been on the “cutting edge” will share how they have succeeded.
Speaker:
Ravit Spiegel, VP of Marketing, Oniya Shapira
Ron Ausemus, American Home Mortgage

3:00 PM
Afternoon Break – Table-top Browsing

3:30PM
Session 7: Color Drives Results
Transpromotional documents are all about influencing customers. Color is one of the most effective ways to do that. Color has been proven to cause customers to read longer, understand more, and take action. Leatrice Eiseman of the Pantone Color Institute has called color the "silent salesperson." However, getting the results you want from color in your transpromo documents requires and understanding of why it works - not just a belief that it does.

This session will provide a brief overview of some of the key ways that color influences behavior and how document designers can take advantage of those innate responses to drive results. Attendees will benefit from:

• Examples of real world results driven by digital color transpromo documents coupled with effective information design at major financial, insurance and retail organizations.
• Tips and tricks on promoting  with color
• An overview of the science of color and traps to avoid

Speakers:
Elizabeth Gooding, President, APT

3:30 PM
Session 8: How Good is Good Enough? Print Quality & Customer Expectations
The fact is that you may need to accept a number of trade-offs when producing TransPromo documents. This session will address the issue of quality as it relates to customer expectations and market requirements.
Speakers:
Alin Jacobs, DME
Lynne Andrews, Variable Color Market Manager, Moore Wallace

4:15 PM
Session 9: Content is King
By enhancing the data planning and visualization and analytical capability of transaction documents, you can blend the right offer and message to specific customers based on your existing relationship.

TransPromo is the ultimate data-driven marketing opportunity where the combination of your data, structured and free-thinking analysis, and creative planning will help you:

• Maximize the value that your existing customers contribute to your business (grow)
• Retain your more profitable customers and strengthen their loyalty (keep)
• Kick-start lapsed or inactive customers to start trading with you again (repeat win)
• Identify dangers of overcommunicating and communicating irrelevance

This session is focused on blending the right data with transaction documents to deliver profitable business results.
Speakers:
Frank Collins, CEO, New Media Technologies

4:15 PM
Session 10: Hybrid Documents: Where Does the Transaction Document End and the Promo Begin?
The benefit of TransPromo is that recipients look at transaction documents. This session will address the issues associated with changing a transaction document into a TransPromo document without impacting the initial requirements of the transaction document or impacting the intended consequences. It will combine market research with practical suggestions.
Speakers:
Nick Romano, President, Prinova
Chris Watts, Manager, Readiness & Rollout, Exstream Software
Harry Stephens, President & CEO, DATAMATX

5:00 PM
Session 11: From Personalization to Integrated Marketing: Raising Communications to the Next Level
In this session, learn what it takes to transform your transactional communications programs into highly effective, personalized marketing campaigns that reach customers at all touch points, deepening the customer relationship, cutting costs and driving higher response rates. We’ll examine the key elements required for integrated promotional, transactional and transpromo marketing communications, including how personalized URLs are being implemented in conjunction with 1:1 marketing campaigns and how they are playing a critical role in driving new revenue, measurement and reporting.
Speakers:
Moe Farsheed, CEO, MindFireInc
Dr. Rene Muller, CEO, GMC Software Technology

5:45 PM
Networking Reception

Thursday, August 23rd

8:00 AM
Continental Breakfast - Table-top Browsing

9:00 AM
Session 12: It’s All About ROI
The recent Marketing Outlook 2007 produced by the CMO Council indicated that 2006 was a time of major transformation for many marketing organizations—and CMOs were the primary agents of change. This climate of change continues in 2007 as executives make further adjustments to upgrade organizational effectiveness, strengthen customer engagements, and achieve greater measurability. This session, presented by the CMO Council, will focus on how the world of Transpromotional communication can address key marketing executive priorities including measurement, improved efficiencies, and customer knowledge.
Speaker:
Mark Clemente, CMO Council

10:00 AM
Morning Break – Table-top Browsing

10:15 AM
Session 13: TransPromo…The User Experience
Transaction documents are expected, and because of their financial standing are generally opened and read before other mail. This therefore presents a fantastic opportunity to use these items for marketing purposes, to cross-sell new products/services and enhance brand recognition with the recipient. This session will feature organizations that have successfully integrated TransPromo communications into their marketing mix. They will talk about their decision to leverage TransPromo communications and the business value to their organizations.
Speaker:
Glen Wordekemper, VP, First Data
Trevor Rubel, Chief Strategy Officer, Intelligent Results

11:15 AM
Keynote: The Technology… The Tools
The facilities to print color digital documents and variable data have been around for a long time, but until now we've never really had the technology (or the budget) to combine them in a cost-effective manner. Color digital printing was traditionally very expensive, but production costs have since been reduced. Easy-to-use software tools are available that open the world of multi-channel communications so that information can be delivered in print or electronic form based on customer preference. This session will emphasize the technologies available in today’s market to address the TransPromo opportunity.
Speakers:
Jeff Hayzlett, CMO, Kodak
Guy Broadhurst, VP Product Marketing, Oce North America, Commercial Printing Division
Chris Reid, Global Solutions Manager, InfoPrint Solutions
Mike Salfity, Vice President, Workflow Business Unit, Xerox (PSG)
Alon Bar-Shany, VP & GM Indigo Digital Press Division

12:30 PM
Lunch – Table-top Browsing

1:30 PM
Session 14: The TransPromo Realities
Marketing teams from the financial, pensions, and retail sectors have been early adopters of TransPromo. Other sectors are now showing interest based on a combination of marketing effectiveness and cost savings. Some creative marketers see selling the ad space to partners and suppliers as a revenue source. This session enables the audience hear from organizations that have made TransPromo work for them. In addition to discussing challenges, obstacles, and overall results, the panelists will also take questions from the audience.
Speaker:
Walter Riddock, Vice President, Fidelity Output Solutions
Tom Fenske, Fenske Media

2:30 PM
Session 15: Putting it All Together
TransPromo enables business documents to contain graphical representations of transactions to add interest; dynamic content and personalized messages to appeal to the reader; and proactive marketing advertisements to cross-sell additional products and services. The wrap-up will review the application opportunity and business results as well as establishing a framework for getting started in the TransPromo world.
Speaker:
Barb Pellow, Director, InfoTrends

3:30 PM
Conference Adjourns