SOURCE: InfoPrint Solutions Company

October 13, 2008 12:30 ET

InfoPrint Solutions Company and Best Western International Launch New TransPromo Pilot to Gauge ROI of Targeted, Timely Promotions

CMO Council's Precision Promotion Initiative Taps Two Thought-Leaders to Help Develop Best Practices for Optimized Customer Revenue Optimization

LAS VEGAS, NV--(Marketwire - October 13, 2008) - InfoPrint Solutions Company, a joint venture between IBM and Ricoh, today announced it has launched a TransPromo pilot for Best Western International, the World's Largest Hotel Chain® as part of the Chief Marketing Officer (CMO) Council's Precision Promotion campaign. This best practice setting initiative will bring personalized and relevant promotional offers to Best Western Rewards members via their rewards statements. The Precision Promotion campaign (www.precisionpromotion.org) explores strategies and techniques for customer revenue optimization, including integrating transactional print and electronic communications with personalized promotional marketing offers.

The pilot is being run at the InfoPrint Innovation Center in Boulder, Colorado, and output will be sent to selected Best Western hotel guests on their rewards statements. InfoPrint is also leveraging their TransPromo Consultancy Practice and software offerings, from best of breed partners such as GMC. GMC software lets users easily design and create personalized documents, such as direct marketing materials, while enabling integration of data-driven marketing messages into statements. The pilot is being printed on its full-color, continuous forms inkjet drop-on-demand printing system, the InfoPrint 5000.

"Working with the CMO Council and InfoPrint, Best Western is running a TransPromo trial as part of our ongoing commitment to rewarding our loyal customers, who come back to us as the brand they trust wherever they are in the world," said Tammy Lucas, Director, Marketing Programs at Best Western International.

TransPromo is a pioneering technique that combines transactional data with promotional documents and information to provide more targeted marketing, on trusted documents such as statements. It is an easy way to reach out to customers without having to make a huge investment in new promotional campaigns or materials.

"While providing special offers to customer is not a new concept, the ability to offer existing customers relevant and targeted promotions that enable a brand to remain engaged throughout the billing cycle really is," said Lee Gallagher Manager, Direct Marketing Solutions at InfoPrint. "This is particularly important in a crowded market and our current economic environment, where a brand needs to differentiate to reduce churn and retain a trusted customer base."

The comprehensive results, metrics, and ROI measurements from the InfoPrint Solutions and Best Western TransPromo pilot will be released as part of the CMO Council's Precision Promotion Route to Revenue™ report in early December, with detailed discussions and best practices presented at the year-end CMO Summit Elite Retreat (www.cmosummit.org) on December 10 and 11, 2008 in Monterey, California.

Market-leading combination of technology and expertise for marketers

InfoPrint's Professional Services from its Transpromo Consultancy practice combined with the quality, speed, reliability and ease of use of its InfoPrint 5000 flagship solution, equips marketers with state-of-the-art solutions that assist in attracting and retaining customers. InfoPrint's Data Analytics and Campaign Measurement Services enable brands to calculate the Transpromo Campaign return on investment as well as ensure they complement existing marketing programs and branding.

ABOUT BEST WESTERN INTERNATIONAL

Best Western International is THE WORLD'S LARGEST HOTEL CHAIN®, providing marketing, reservations and operational support to over 4,000 independently owned and operated member hotels in 80 countries and territories worldwide. An industry pioneer since 1946, Best Western has grown into an iconic brand that hosts 400,000 worldwide guests each night. Best Western's diverse property portfolio, its greatest strength, stems from a business model designed to give owners maximum flexibility to address market-specific needs. Equally committed to the business and leisure traveler, Best Western recently embarked on a five-year mission to lead the hotel industry in customer care. Since 2004, Best Western has served as the Official Hotel of NASCAR®. For more information or to make a reservation, please visit www.bestwestern.com.

ABOUT INFOPRINT SOLUTIONS COMPANY:

InfoPrint Solutions Company, headquartered in Boulder, Colorado, brings to market the advantages IBM and Ricoh have in the development, manufacturing, marketing and building of strategic solutions for customers, creating a growth-oriented global enterprise that is strategically focused on the output market.

The InfoPrint Solutions Company portfolio includes solutions for production printing for enterprises and commercial printers as well as solutions for office workgroup environments and industrial segments. The company offers customers the highest quality output solutions that optimize productivity by providing efficient workflow and, at the same time, delivering low cost of ownership and high return on investment. The heritage of InfoPrint Solutions Company includes the development of the IBM Advanced Function Presentation (AFP) Architecture -- now an industry standard -- and Intelligent Printer Data Stream (IPDS), which has since become the standard for mission critical business printing. The company also leads the industry in print management solutions with both InfoPrint Process Director and InfoPrint Manager. Please visit http://www.infoprint.com for more information.

ABOUT THE CMO COUNCIL:

The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council's 3,500 members control more than $90 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 6,000 global executives across 57 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Brand Management Institute, and the Forum to Advance the Mobile Experience (FAME). More information on the CMO Council is available at www.cmocouncil.org.

Contact Information

  • For media information contact:
    Troy Rutman
    Director of External Communications
    Best Western International
    Email Contact
    602-957-5668

    Tracey Sheehy
    Breakaway Communications for InfoPrint Solutions Company
    Email Contact
    908-705-4596

    Liz Miller
    CMO Council
    Email Contact
    650-433-4152