Sefas' Bruno Henry

Sefas' Bruno Henry: Direct Mail on Steroids = Transpromo

  

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Everybody in business in America knows the quotation “Half the money I spend on advertising is wasted. I just don’t know which half.”

The wording varies slightly, but the line is usually attributed to either:

• John Wanamaker, who is often considered the father of modern advertising. Or,
• Franklin Winfield Woolworth of department store fame. Or,
• Henry Ford the automobile entrepreneur.

In England, it’s different. The quip is always credited to William Hesketh Lever, Lord Leverhulme, who is said to have been paraphrased later on by Wanamaker, who knew a quotable quote when he heard one.

In France, we don’t care who said it first. But everyone, everywhere, has always had the feeling it’s just too true to be funny.

Direct mail addresses this problem directly. If you know exactly who your message is sent to, and how much it all costs, you can look at responses and the effect on sales. Simply being able to measure your ROI should mean you can avoid wasting half the budget.

Then, more recently, we’ve had all the new techniques of online personalization and interactivity. Again, they have helped to tighten the focus and reduce the number of irrelevant or misdirected messages.

But now we have transpromo. Targeted like no other direct mail can be, precise, personal, and responsive, it is even capable of staying in step with an individual’s fluctuating fortunes from month to month.

Transpromo is a tool of immense power and awesome flexibility. And the key to exploiting that power and flexibility is controlling the data. Once you have systems that give you real control and a real ability to manipulate your data, you can achieve efficiencies and levels of impact nobody could even imagine just a couple of years ago.