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Publication Date: November 2009 Introduction This landmark study examines the market realities associated with “TransPromo” marketing communications in Western Europe. It provides a view of the Western European TransPromo market that has never been aggregated at this level. The study focuses quantitative research on five major economies – France, Germany, Italy, Sweden, and the United Kingdom. Some results from this study are contrasted against our recent report focused on North America, entitled Trans Meets Promo… Is It More Than Market Hype? This study is designed to provide statistically significant data to companies that sell printing, finishing, and mailing equipment; software providers; print service providers; businesses that provide alternate services such as electronic bill presentment; postal organizations across Europe; and marketing executives. The findings will also be of interest to marketing professionals and providers of Marketing Performance Measurement (MPM) tools. The concept of TransPromo is built on the fact that transaction documents are better read and understood than direct mail, since they are often based on a trusted relationship between a supplier and consumer. By combining promotional, informational, and educational direct mail with transactional mail, organizations can communicate more effectively than by 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 and the overall value of customer communications. This study evaluates the transition that is currently underway in the corporate world in Western Europe relative to transactional documents. It also considers the longer-term effects of recent events on the perceptions and practices associated with the creation, management, and distribution of transactional documents. In short, this study provides document technology vendors and service providers that are serving the European market 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. This document reports on the results from the individual communities that were interviewed, including print/mail service providers, document owners, marketers, agency executives, and consumers. It then draws a series of conclusions based on this aggregated data and offers recommendations for the various constituencies. Objectives Specific project objectives include:
Analysis and Project Deliverables InfoTrends conducted 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 Jennie Lewis at + or via e-mail at . |
