Comments on: The Business Case for TransPromo http://thedigitalnirvana.com/2008/05/the-business-case-for-transpromo/ Transpromo, Short-Run Book Publishing, Inkjet and other Printing Industry Issues Mon, 06 Feb 2012 23:01:03 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Bob Raus http://thedigitalnirvana.com/2008/05/the-business-case-for-transpromo/comment-page-1/#comment-3 Bob Raus Wed, 28 May 2008 13:51:32 +0000 http://thedigitalnirvana.com/?p=13#comment-3 The points Barb makes in this article are spot-on. I am always amazed at the depth she takes these columns to as well. It's clear that Transpromo is a fantastic method of getting messages in front of end-customers and the advent of ever more powerful workflow and high-quality transactional color print engines will help insure the value and response rates are delivered. If done well, the opportunity to sell white space and transform the data center print operation from a cost center to a profit center could fundamentally change transactional production printing. A potential ground swell of momentum could ultimately lead to PROFITABLE growth in this traditionally declining print segment. The points Barb makes in this article are spot-on. I am always amazed at the depth she takes these columns to as well. It’s clear that Transpromo is a fantastic method of getting messages in front of end-customers and the advent of ever more powerful workflow and high-quality transactional color print engines will help insure the value and response rates are delivered. If done well, the opportunity to sell white space and transform the data center print operation from a cost center to a profit center could fundamentally change transactional production printing. A potential ground swell of momentum could ultimately lead to PROFITABLE growth in this traditionally declining print segment.

]]> By: Michael Josefowcz http://thedigitalnirvana.com/2008/05/the-business-case-for-transpromo/comment-page-1/#comment-2 Michael Josefowcz Wed, 28 May 2008 11:07:23 +0000 http://thedigitalnirvana.com/?p=13#comment-2 Trans promo does make a lot of sense. It could be seen as sort of Google ads, but on paper. But, when using Google, the user is engaged in search. When opening a statement the user is doing something very different. There is little doubt that "The power of TransPromo is its reach" The engineers and vendors have done an amazing job. But, their very success brings into focus the real problem for marketers - what to offer, to whom and when. Google delivers contextually accurate info based on search, Advertisers pay lots to get their offer to the right person at the right time. How could this work in transpromo? Are there recommendation engines that are available? What is the real state of data mining among brand owners? My other concern is that transpromo as a business tool is really useful for any one in the statment or invoice business. It has the potential to create a new "media channel." But for most commercial printers not in the statement business, I don't see how it works. Unless of course they used it for their own statements. I'm also not convinced that in this information rich world, "eye catching full-color graphics drive customers to act." Consider that Google ads, are contextually accurate but type only. My own sense is that in transpromo, it is the content and timing of the offer. Not the so much the presentation. Has anyone tried a transpromo approach that is more like classifieds than banner ads? Consider that classifieds were a very significant revenue stream for newspapers...until Craig's List and Google. Trans promo does make a lot of sense. It could be seen as sort of Google ads, but on paper. But, when using Google, the user is engaged in search. When opening a statement the user is doing something very different.

There is little doubt that “The power of TransPromo is its reach” The engineers and vendors have done an amazing job.

But, their very success brings into focus the real problem for marketers – what to offer, to whom and when. Google delivers contextually accurate info based on search, Advertisers pay lots to get their offer to the right person at the right time.

How could this work in transpromo? Are there recommendation engines that are available? What is the real state of data mining among brand owners?

My other concern is that transpromo as a business tool is really useful for any one in the statment or invoice business. It has the potential to create a new “media channel.” But for most commercial printers not in the statement business, I don’t see how it works. Unless of course they used it for their own statements.

I’m also not convinced that in this information rich world, “eye catching full-color graphics drive customers to act.” Consider that Google ads, are contextually accurate but type only. My own sense is that in transpromo, it is the content and timing of the offer. Not the so much the presentation.

Has anyone tried a transpromo approach that is more like classifieds than banner ads?
Consider that classifieds were a very significant revenue stream for newspapers…until Craig’s List and Google.

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