TransPromo communications, or the blending of promotional messages into transactional documents, has received extensive trade press attention. “it is clearly a growth opportunity for commercial printers, direct mailers and transactional service bureaus. What often is not discussed are the unique design considerations required to make TransPromo successful. InfoTrends has generously agreed to share recent research on this subject with our audience.
Webinar archived playback:
Post Webinar Q&A: Design Considerations for TransPromo
Question: How much was the actual transpromo page volume in 2008?
InfoTrends: We do not yet have these numbers. We will have a good view of this by the end of June 2009. At this point we are still compiling and tracking.
Question: Can you give us up-front design costs associated with a transpromo project?
InfoTrends: (We’re gathering some factual examples to more effectively answer this. Of course, the costs will vary depending on whether the work is done internally, externally, or a combination of both. The complexity of the design effort – as defined in the creative brief and through the messaging matrix – will also impact this. We’ll come back with some more definitive reference points.)
Question: In regard to 4-color print, what is the industry acceptance levels for inkjet color vs laser color from a quality perspective?
InfoTrends: Our commercial print study showed a preference for toner over inkjet; however, it was not clear if this was because of the large Xerox base… i.e. “you like what you know”. In the business color world, the question is “what is good enough?” Inkjet has crossed the “good enough” threshold for most, so both technologies are viable. This is particularly true given the fact that transaction documents / Transpromo applications do not typically require the high-end color quality that direct mail and other marketing applications require. It is also important to note that the new inkjet technology operates at very high speeds and at attractive price points, making it a viable option for transaction-oriented applications.
Comment: Its not that the USA does not have the mobile technologies. Its the buyer behavior – Japan users are more aggressive at using mobile phones for graphics & Internet interactivity than in USA.
InfoTrends: Fair enough. Mobile technology in Japan has typically been ahead of the U.S. from a mega-pixel (camera) perspective, as well as the applications built for the devices. It very well could be that the U.S. demand for features and applications on mobile devices is significantly less than Japan, therefore the advanced features have not been sold/deployed here like they are in Japan. The good news is that the shift is now beginning to occur, which enables things like QR codes that will allow transaction-oriented actions to more easily take place from mobile platforms.
The archived Webinar will be available shortly.