TransPromo Printing — Making a Strong Statement
Less sensitive potential applications include mailings for retail customer loyalty programs, frequent flyer (and hotel points) reports and vehicle servicing reminders. Appointment reminders for businesses of all types—doctors, dentists, veterinarians, hair salons, etc.—may even be candidates, especially if coordinated through industry associations or co-ops.
Bills and notices mailed by government entities are a special case because they’re not for-profit marketers. Their potential interest mainly will stem from a desire to cut costs.
Alternatively, a government entity may be interested in adding public service announcements (PSAs) or educational messaging components to their official documents to cost-effectively achieve a broader mission. Conservation tips and watering restrictions could be included on a municipal water bill, for example. This approach can be taken by other users, as well, such as a health insurer adding personalized wellness information to its statements.
“The barrier to entry for direct mail printers getting into (pure) transpromo is not trivial,” points out Pat McGrew, data center and transaction segment evangelist with Eastman Kodak’s Graphic Communications Group. “It’s more likely that the transactional printer would move into direct mail services because that transition is easier.”
In order to produce transactional products, printers need to support large-volume production using other data streams (chiefly AFP); meet security and auditing requirements such as SAS 70 and the Health Insurance Portability and Accountability Act (HIPAA); and likely sign a service level agreement (SLA) that includes fines for not getting pieces into the mail stream at the set time, McGrew adds.
It’s not out of the question for a graphic arts printer to make the transition, she says, citing the example of Fenske Media in Rapid City, SD. “It spent several years laying the groundwork to get a principally direct mail production environment set up to meet the requirements of transactional printing.”