December 2008
The latest study from direct communications specialist GI Direct has found that 14% of the UK’s top 100 loyalty schemes now print targeted ‘transpromo’ adverts in their
loyalty statement ‘white space’.
There is a real and immediate transpromo opportunity in the loyalty sector as it does not suffer from the strict boundaries of regulatory compliance in the finance sector or the concerns of industries like energy, mobile phone, ISP, mail order, where small hiccups in billing runs can have a massive effect on cash flow.
Of the schemes studied, the Music/Entertainment, Mobile Phone & Electronics, and Retail industries had the strongest transpromo initiatives in place. With the benefit of repeat customers and successful points-based loyalty schemes, companies have ample opportunity to insert targeted advertising onto their loyalty statements.
The least advanced in loyalty scheme transpromo were credit card issuers, Hotels & Catering and Travel/Travel Agency companies
Patrick Headley, Sales and Marketing Director, GI Direct, comments: “As pressure is mounting on marketers to achieve improved return on marketing investment in 2009 harnessing transpromo for cross sales, or to subsidise scheme costs through third party revenue, is turning into a commercial imperative. Thanks to low-cost, high-speed, good quality, variable colour technology is now allowing marketers to achieve creative impact within the context of transpromo and white space management.”
– ENDS –
Table:
| Sector Transpromo | % |
| Music & Entertainment | 50 |
| Mobile Phone & Electronics | 40 |
| Retail | 31 |
| Credit Card | 15 |
| Hotels & Catering | 12 |
| Travel & Travel Agents | 8 |
About GI Direct:
From short run digital printing to high volume direct mail work, GI Direct delivers personalised mail and direct marketing communications that stand out on a crowded doormat. Our work is designed and executed to deliver maximum impact on the doormat, build brands and improve response rates and bottom line performance.
Our in-house manufacturing capabilities include digital, continuous and inline scitex personalisation. GI Direct can control every part of the production process, from concept to design and pre-press through to printing and enclosing.
The company, whose clients include blue chip companies (particularly in the financial and retail sectors and 34 of the top 100 mailers in the UK) is the first choice for socially responsible printing and is committed to reducing the impact of our activities on the local community and wider environment. Our Carbon Neutral status works in conjunction with our ISO 14001 and Forest Stewardship Council (FSC) accreditations to demonstrate commitment to making a difference in terms of our impact on the global environment.
GI Direct is part of the GI Solutions Group, a leading integrated direct marketing and multi-channel customer communications provider, employing 165 highly skilled people and generating sales of £30 million in 2007.
For more information, please visit www.gi-solutionsgroup.com.
