Extensive Study on TransPromo Market Released

By | September 17, 2008

My colleagues at InfoTrends have been extremely busy over the past few months conducting an extensive study on the North American TransPromo market. InfoTrends Group Director Barb Pellow, Associate Consultant Cary Sherburne, and fellow Senior Research Analyst Matt Swain have put together “Trans Meets Promo… Is It More Than Market Hype?” Some of the study results were previewed at our annual TransPromo Summit in New York City last month.

The study builds upon prior InfoTrends research on the future of mail and transaction documents, as well as the future of commercial printing, and also includes comprehensive survey data on the TransPromo market from consumers, document owners, direct marketers, and print service providers. From the press release:

While the North American market for TransPromo communications printed in full digital color stood at 1.7 billion impressions in 2007, InfoTrends projects this number to reach an astounding 12.8 billion by 2012, for a CAGR of 68%. Also compelling is the fact that 63% of document owners surveyed stated that they currently add marketing messages to statements or are planning to within the next 36 months.

This growth is not surprising.  TransPromo provides a cost-effective way to communicate educational and promotional messages to customers. TransPromo documents leverage opt-in relationships and incorporate relevant and compelling promotional or educational messages in the white space of transactional documents. By leveraging TransPromo communications, document owners can reduce the number of mailings that must be sent, which translates to substantial savings in terms of postage and printing costs.

Just as document owners continue to embrace the TransPromo opportunity, an increasing number of print service providers are implementing TransPromo in their offerings. One factor that is catalyzing this change is the availability of affordable high-speed inkjet devices with lower running costs. For print service providers with 20+ employees, nearly 60% are considering the purchase of one or more of these devices within the next two years, with 14% stating that they would consider such a purchase within the year. In addition, software providers are starting to introduce easier to use solutions that are enabling mid-market print service providers to add this valuable offering to their portfolios.

The study is rich in fresh information about the TransPromo market, but also significantly covers the direct mail market. Over the next few weeks, I’ll be sharing some of the results of our study to spark more discussion on these growing markets. In the meantime, if you’re interested in purchasing the full study results, please contact Matt Swain at 781-616-2100 ext. 204, or via email: matt_swain@infotrends.com.

Bryan Yeager is a Senior Research Analyst in the Production Workflow and Customized Communications Services group at InfoTrends. He can be reached at bryan_yeager@infotrends.com.

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3 thoughts on “Extensive Study on TransPromo Market Released

  1. Kevin Trye

    Encouraging news, however it’s been a very long gestation period since the concept, software and hardware toolsets have been around a long time. The transpromo concept (and working models) was originally introduced to the market at the XPlor conference and Exhibition in Dallas in 1996. Certainly by 2003 the systems themselves were very refined, reliable and affordable.

    Is it the fear of change of our clients, our own staff, or simple ROI issues that has held us back? Hopefully these new studies will provide some answers and guidelines.

  2. Michael Josefowicz

    I have no direct experience in this space. But my guess is that the problem is that brands/customers don’t have their databases on customer activity in shape to make intelligent recommendations.

    Amazon solved it with their recommendation engines on the web. Maybe someone can point us to someone who has solved it for print.

    Nothing is going to tip until all sufficient conditions are in place. Something as simple and difficult is not being able to make contextually accurate recommendations, can put the kabosh on the whole thing. In addition to the significant software integration problems, it needs a clear vision of the rules of recommendation.

    In this case, Is it us or is it them? is pretty much it’s them. Once we get a clean data stream it’s a well defined problem. Until we do. It’s mostly a non starter.

  3. Bryan Yeager Post author

    It’s really not a matter of technology anymore. As Kevin mentioned, the technology has been around for quite a while, and is only growing more powerful as vendors refine their offerings.

    TransPromo requires resources from many different areas of the enterprise in order to effectively implement, which is covered in more detail in our study. Many separate departments that often don’t interact with each other need to come together for an effective execution of engineering a TransPromo document for customers.

    As more companies re-engineer their documents toward TransPromo applications and the cost of digital color printing decreases, adoption should increase.

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