TransPromo Special Report — A Concept Whose Time Has Come

WHILE SERVICE bureaus and data centers will tell you that the concept of TransPromo (putting a marketing message on a statement) has been around for decades, there has been a sudden surge of interest in stepping up its use. During 2006, TransPromo full-color digital output represented only 1.62 billion equivalent images in North America. This is a very small base, but InfoTrends expects this output to experience a CAGR (compound annual growth rate) of 91 percent to reach 21.72 billion images by 2010.

There are four key drivers that make TransPromo an idea whose time has come:

The need for better ways to reach customers with a relevant message: Corporate marketers are seeking ways to invest in communications that cut through the clutter of the thousands of marketing messages. Marketers are seeking certainty that their messages are actually reaching the intended recipient.

Unfortunately, conventional methods of communication can make it difficult to determine which messages actually get through. Since 95 percent of transaction documents are opened and read, they provide an excellent vehicle for reaching customers with other types of messages.

The drive for ROI: The CMO Council publishes an annual marketing outlook report that surveys CMOs (chief marketing officers). Of the 825 executives surveyed, quantifying and measuring the value of marketing programs and investments was reported as the top challenge in 2008 by 53 percent of respondents. Marketers are seeking measurable media.

Advances in technology: The technologies available in the marketplace today facilitate TransPromo communications. Advances in digital color open the door for organizations to affordably merge those must-read statements and notifications with full-color, attention-grabbing, marketing messages.

A number of new products are being announced at Drupa with unparalleled levels of performance. Xeikon is taking its high-quality toner technology to speeds of 244 ppm. The Xerox 490/980 operates at speeds of up to 986 ppm. Océ, HP, Kodak and InfoPrint Solutions have high-speed ink-jet devices that generate anywhere from 900 to 2,600 impressions per minute. While the capital acquisition cost for some of these devices is high, operating cost per impression can be less than $.02.