“Many companies want to go paperless today. But they’re still thinking in terms of the old invoices, not today’s new print,” says Lars Kirstein Andersen, CEO, Strålfors Information Logistics, Denmark. Together with Jan Køhler, Director of Strategy and Business Development, Relationshuset Gekko, he flips through their joint project, a book called “Relationships live in envelopes too!” These two strong partners in their own separate areas have joined forces to find new opportunities for product development.
The book explains the concept in simple terms and will be used at customer meetings.
“It’s about converting the costs for mailing standard communication like invoices into value. And value increases for the end customer too,” says Jan Køhler.
Breathing life into passive communication
The book describes how a mailout can be developed from standard communication into a dialogue, where the customer is not only a receiver but by answering questions or something similar becomes a dialogue partner. The concept involves breathing life into passive communication.
“In other words, this form of communication is transpromo too, which is really just a matter of refining your existing administrative communication channels,” says Lars Kirstein Andersen.
Timing is also important. The customer might be a new parent or recently have bought a new home.
“New customers will automatically be added to a welcome programme,” says Lars Kirstein Andersen.
The package can also make a difference.
“An intelligent and slightly unusual package will catch the customer’s eye. Sending a yellow carrier bag instead of a white or brown envelope can generate a much higher response rate,” says Jan Køhler.
Neither Relationshuset Gekko nor Strålfors believe that print has outplayed its role.
“This new approach to print will make the market grow,” predicts Lars Kirstein Andersen.