TransPromo Printing — Making a Strong Statement
On the supplier side, Bax points out that variable information printing solutions designed for “promotional” pieces may be able to execute smaller, less complex transpromo projects, but specialized software is needed to handle the transactional data volumes and mailing requirements of higher-end programs. “As these projects become larger and more complicated, companies will need to look at bolstering their IT infrastructure—people, software and hardware,” he says.
It definitely helps to be positioned as both a marketing and IT solutions provider, and establish a relationship with each department in a corporate setting, Bax continues. “In order to be successful in transpromo, a solutions salesperson needs to understand both sides (IT and marketing) of a client’s business. Such people are in short supply.”
Transpromo is far from being a solution in search of a problem, but its adoption is going to take work on the part of service providers and customers alike. Both will need to think creatively to develop this business opportunity. PI