Laser Facilities, a company in the Bytes Technology Group, has been rebranded and re-launched as LaserCom. The rebranding was done to represent and reflect the company's changed business model and customer offerings, notably its new transpromo marketing service.
"We have been in business for over 20 years," says Konni Hoferichter, MD of LaserCom, "and in that time we have grown to become the largest company of our sort, producing more than 30 million documents a month for South Africa's largest corporate customers. However, our customers' requirements have evolved, as has technology, and we need to change our mission and profile to reflect that.
"Accordingly, we have removed the Facilities component of our name and replaced it with Com, which reflects the fact that we are a communications company, 'helping our customers communicate with their customers'.”
LaserCom, which employs more than 340 people and operates in Johannesburg, Durban and Cape Town, re-launched at the Johannesburg Country Club, in Auckland Park. More than 100 customers attended the function hosted by TV personality Jeremy Maggs. He chaired a panel discussion involving Hoferichter, Keith Wiser, MD of direct marketing and analytics specialist 5th Dimension, and Justin Hume, marketing director of Altech Autopage.
The subject of the discussion was transpromo, the new marketing medium for companies that send large volumes of mail to their customers.
"Transpromo stands for transaction promotion," says Hoferichter. "Many companies send millions of items, such as account statements, to their customers each month. This is a sunk cost; transpromo makes use of new-generation printing technologies, supported by database analytics, to leverage this sunk cost and create a variety of customised, highly personalised communications using these selfsame statements."
Transpromo results in client retention or the extraction of additional revenue from cross- or up-selling additional products or services.
"Targeted offers, based on insights about customer behaviour and, where possible, their buying patterns, are likely to achieve higher than average response rates, which in turn leads to enhanced revenue," adds Hoferichter.
Studies conducted by the Rochester Institute of Technology showed that personalised communication increases response rates by up to 44%, personalisation and colour by up to 135%, and personalisation, colour and one-to-one content by up to 500%.
"These are dramatic figures, and they show what a dynamic new medium transpromo is," concludes Hoferichter. "We expect it to enjoy rapid take-up in the corporate market."
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