On Demand: TransPromo Promo...and a bit on Trans and Mobile Devices

There's so much promo about TransPromo that it seems like it's echoing throughout this show.   It's the new buzzword, that's for sure.  At least here.  But it's not really new; it's been around for years (as has the software and printing technology), especially used by credit card and utilities companies.  But it seems to have had a new life pumped into it as the word is running through the aisles of On Demand and within the industry at large.  While it simply means combining and incorporating promo content into transactional docs, what's really new is its potential for targeted messages, where you can get a response rate 20 times greater than a generic message. I visited with Ricoh/IBM (InfoPrint Solutions) and got a wealth of info on cross-selling and up-selling messages on commonly read everyday materials, like receipts, hotel statements, and loyalty program portfolios.  They seem to be at the head of the pack trying to help companies create focused communications. If you're interested, check out InfoPrint.com.  And oh, if you really want to learn something about large companies ridding inserts in favor of TransPromo and about TransPromo opportunity for printers, get on the net and look at what's happening with TransPromo via cross media in the mobile device space.  You'll be pleasantly surprised.

Richard S. Papale