Over at WhatTheyThink.com Noel Ward says transpromo and inkjet “have levels of hyperbole approaching that of NASCAR, the Superbowl or European soccer championships.” Of transpromo and inkjet together he says:
First up is trans-promo, which we’ve been hearing about for a few years now, usually promoted as if it will magically lift its practitioners out of the depths of whatever economic morass they may find themselves and hoist them to astonishing new levels of productivity and profits. Please.
Then there’s ink jet, already very successful for large format and although appearing promising for various types of document printing, it is still just getting underway and has a ways to go. Its leading advocates claim the ink jet train has left the station. You’ve got to be kidding me. Sure, a couple engines and a few cars are moving, but the rest of the train is still sitting at the platform with passengers milling about, getting their tickets, trying to figure out where they are sitting, and wondering where the hell their luggage is.
Look, I’m a marketing guy and I understand how building awareness and getting the attention of buyers and consumers are essential parts of growing a new market. But a little objective truth is nice every so often. Even though we’re all old enough to have fairly well developed BS detectors, I continue to be amazed at the number of people who unreservedly buy into the idea that trans-promo and ink jet printing –especially when combined– are magic carpets to a new world of printing profitability. We all know there are few free lunches in business or life and that new technologies have an extraordinarily consistent habit of not working as advertised. So it is with trans-promo and the supposed miracles of ink jet printing.
Don’t get me wrong: there is enormous potential for both trans-promo and eventually ink jet for a wide range of applications, but the reality is that the former is more difficult than it first appears and the latter is mostly not ready for prime time. Taking the plunge now with either or both can be a good thing to do, but you might not want to bet your kids’ college fund or your retirement on either one
Read the rest of A Sanity Check on Trans-promo and Ink Jet – Stop the Hype, I Need to Get Off! at WhatTheyThink.com
What do you think? Have we reached “levels of hyperbole approaching that of NASCAR, the Superbowl or European soccer championships” when it comes to transpromo?