Are You There, Creative Transpromo? Folding Fanatic Needs Samples!
Those of you who know me, the Folding Fanatic, by now know that I’m always looking for creative folded formats, but Transpromo is a new area of interest for me. I see tremendous potential in researching the different format opportunities and sharing them with the industry.
Transpromo, of course, is the process of combining transactional mail with a marketing message, and as an industry we should be taking advantage of this fantastic opportunity to sell the idea of using that valuable real estate for direct marketing, cross-selling, brand reinforcement and client retention/activation.
Did you know that 95 precent of consumers open transactional documents when they get them in the mail? Makes sense, I guess. On average, consumers spend 2–3 minutes reviewing transactional communications, such as bills and invoices. Considering that unsolicited marketing materials may get 5–7 seconds of attention from the recipient, there is tremendous opportunity to fill the valuable white space left on a bill or invoice with a marketing message.
Formats for this category of mail tend to be fairly simple and built to sizes that work within standard business envelopes. For those who intend to use this marketing method, there is a challenge in choosing the right format, and a challenge in arranging the transactional content and the marketing content appropriately so that the consumer isn’t confused or frustrated by the distraction of the marketing content. Done right, Transpromo can be very effective, and can reinforce to our customers that print is truly a powerful marketing tool.
So, I’m asking for your help. If you print, finish, collect or design Transpromo pieces, or if you know of a good resource for Transpromotional mail, I’d like to hear from you. Please contact me at firstname.lastname@example.org.
If you’d like to send me samples of Transpromo formats (or any other folded marketing or direct mail materials), please send them to me at:
Trish Witkowski is Chief Folding Fanatic at the online community foldfactory.com. She holds a bachelor of fine arts degree in graphic design and a master of science degree in Graphic Arts Publishing from Rochester Institute of Technology's School of Printing Management and Sciences (now the School of Print Media).
An award-winning designer, Trish held the position of creative director for a Baltimore-based agency for six years, and has taught design and desktop publishing at the college level. She has a specialized expertise in the area of folding and is the creator of the FOLDRite™ system, a 2004 GATF InterTech™ Technology Award winner.
Trish frequently publishes articles for graphic arts industry publications, and has written three books on the topic of folding: A Field Guide to Folding, Folding for the Graphic Arts: A Teacher's Handbook, and FOLD: The Professional's Guide to Folding.