Rick: Interesting, but I think you missed the point. TransPromo was never meant to be ads on bills. It was meant to be “get to know your customer via your data and then map what you know about your customer to map your bills and DM together” — I happen to think that it works as either e-communication or paper. Truth is, most customers who elect total e-delivery change their mind later.
Rick – nice vacuum cleaner you have there!
Slightly more seriously, maybe you should write the video topic in dry erase marker across the top part of your cubicle divider (could help visibility of topic).
Even more seriously: I enjoyed the video. Good of you to wake up those who are gearing up. Perhaps search/ask for stats about the actual growth of online billing (although circumstantially, it seems to be unstoppable).
Bruce: It is a nice vacuum cleaner. We put something different there every video post that I do. Each one has a symbolic meaning…that one was “That sucking sound could be the $ from your wallet, if you don’t look at the entire picture!” Clever, huh?
Pat: Thanks for your comment, but not sure that the “changing back” statement is valid. Will do some research on that to see if there is any data to support that statement.
Rick: I’m basing it on the past ten years of the ups and downs of EBPP and the ebill approach added ot the comments of customers over the last 5 years. It is hard to get good numbers because these are the things companies don’t share publicly. I can say that based on what I have been shown as internal research, people who took an offer to go online only, and then have a computer problem or ISP problem, are highly likely to turn paper back on.
Thanks for sharing your insight with us, Pat. I can certainly image how people would be “troubled” when the online solution goes down. I start shaking…That’s sad, isn’t it. I’ve made the switch a couple times for exactly the reasons you state. I’m personally still split between paper and electronic bills for myself. Depends on the system they have implemented and their reliability.
Thanks again for shaing your insight and I look forward to “talking” with you again.
I believe TransPromo has been around for over 20 years in one form or another. It started when billing & statement printers found they could insert an inexpensive newsletter in a phone bill without increasing the postage. This novelty was very effective but ‘Joe the Customer’ soon started to ignore the inserts. Next informational charts & graphs were included in the statements that leverage the inexpensive power available in data centers. Now we have 100% variable data, high speed, color production printing. We can print ‘visually rich’ bills and statements but does this mean we can attract and keep the attention of ‘Joe the Customer’?
The challenge is not for the printer but the marketing psychologist. How can the painful process of paying bills be associated with a positive promotion? Joe understands he can get a new cell phone if he commits to spending $2,000 to $3,000 on a new contract. He understands he can save the planet by switching to e-billing via his new G3 cell phone.
So TransPromo will not die. But its life is in the hands of cross-media guru’s. For those of us working with high expectations and low marketing budgets, it’s the same old question. What is my ROI?
You are absolutely right, Warren. The question about ROI is increasingly coming to the forefront of the discussions. Not an easy one to answer sometimes.
Using the bill statements to try to make someone “feel good” about buying more…NOW THAT IS A MARKETING CHALLENGE, no doubt!
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