Current Trends in Transpromo Digital Printing (Free Webinar Still Available On-Demand)
PHILADELPHIA—September 5, 2014—In the "From White Space to Dollars: Trends in Transpromo" Webinar recently presented by the Printing Impressions Group and Target Marketing Group, and sponsored by Canon Solutions America, Thomas Harter Jr., CEO of Microdynamics Group in Naperville, IL; and Lori Messina, executive vice president, and John DiNozzi, senior vice president, both of Access Direct Systems in Farmingdale, NY, discussed the latest insights on transactional digital printing and how corporations are starting to leverage transactional/promotional (transpromo) advertising opportunities. The presenters provided perspectives on the transpromo opportunity, as well as tips on its implementation. The Webinar was moderated by Jim Hamilton, group director at InfoTrends.
Hamilton explained how high-speed inkjet technologies meet a wide range of needs for digitally printing transactional documents, covering everything from monochrome printing to light coverage and full-color output. He added that transpromo printing can become an integral part of a company's cross-media mix because it cuts through the clutter and due to the fact that more recipients are likely to open and read the document. "Continuous-feed inkjet will continue to have an impact on the transactional side of the marketplace," he pointed out.
Harter, of printing and electronic billing solutions provider Microdynamics Group, said that call-to-action messages and cross-selling are the primary applications of transpromo, and noted that marketing buy-in, along with engaging advertisers to create value, are also key elements to consider. "You need to have the tools to deal in multiple channels, but make sure the consistency is there to match it—that's what clients are demanding and it's important to deliver on that if you want to keep those clients," he emphasized.
Messina, of full-service data and mail provider Access Direct, explained some of the benefits of implementing a transpromo program, such as customer engagement, flexibility, cost savings and cycle-time reduction. "Bills, invoices, and statements—while not always welcomed by the consumer—will often receive more attention and time than any other direct mail piece that they receive."
DiNozzi provided some tips on creating a transpromo program. "Without the data, it's virtually impossible to create a transpromo program. Once concepts are developed, (clients should) work with their print vendor to determine the best method of executing the concepts. Many options exist, such as simplex/duplex color, various finishing elements and flexibility in format, as well as programming, messaging and graphics options."
The more than 200 Webinar registrants reported positive feedback. Here are just a few of the comments:
"I think the sharing of ideas in an open forum is really helpful. Let's face it: we can never know it all; there is always something new to learn."
"Getting up-to-date information on trends in transpromo printing was helpful."
"Learning how the transpromo market operates and what the trends are was beneficial."