Johannesburg, 07 Oct 2011
Audi Centre Rivonia has become the first company to contract with LaserCom, a company in the Bytes Document Solutions Group, for a transpromo campaign.
Transpromo, shorthand for transactional/promotional, is the use of existing customer communication vehicles, such as statements and invoices, to offer products, promotions and retain customers and share of wallet. It enhances reach, up- and cross-sell, customer retention and reduces churn.
“We contracted with LaserCom to boost customer acquisition,” says Chantelle Roberts, new vehicle sales manager at Audi Hatfield, the holding company for Audi Centre Rivonia. “We are starting with Audi Centre Rivonia so as to enhance general awareness, with a focus on getting people into the dealership. We are looking to attract more people into the dealership, and then initiate more test-drives. Sales, we are confident, will follow that.
“We are doing an initial run with LaserCom of 2 000 people. We will then evaluate the results against this sample. The database we are using is a mix of current and potential customers, appropriately segmented.”
The communication will be carried in traditional postal letters, with a focus on full colour A1 and A7 inserts.
“We are delighted to be partnering with Audi on transpromo,” says Konni Hoferichter, MD of LaserCom. “We have been taking transpromo to market for the last two years, and while it may have seemed ahead of its time then, it takes a visionary company such as Audi to understand the potential for growing their business.
“In our experience and in the experience of companies abroad, response rates soar when transpromo is introduced into the overall marketing and sales mix. Response rates can rise by more than 300%, relative to other forms of communication, making this a self-liquidating communication exercise.”
Key to the success of transpromo is the ability to print large volumes, or short runs, of personalised material, targeted in such a way that the recipient of the messaging is likely to respond. Full colour has been shown repeatedly to have the best response rate, so Audi and LaserCom will be closely monitoring the response rates.
Bytes Document Solutions is part of Bytes Technology Group, wholly owned by JSE-listed Altron.
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