Time to push the envelope and take up transpromo

Release of new PrintSoft products aims to drive the take-up of transpromo activity in both print and marketing industries.

According to Paul McLean, PrintSoft’s channel manager for the Asia Pacific, the trend has failed to catch on – not just in Australia, but around the world. “This is one of the most unsuccessful businesses in the market today in terms of people who are doing it – but it’s also one of the greatest opportunities that exists today,” he said.

McLean cited statistics that the average person spends between two to three minutes reviewing their statements. “They [mail pieces] are the most valuable piece of real estate in the market,” he said.

In Sydney today to showcase PrintSoft’s upcoming product launch to users, McLean pointed to +PReSShare, released in two months’ time, as being pivotal in reviving interest in transpromo.

“Its launch will allow us to talk with more people and give them an understanding of what’s possible,” McLean said.

Pictured: Time to push the envelope says Paul McLean (left) and Grant Stewart.

In the audience, only two printers admitted to offering transpromo to their customers. Both agreed there were difficulties in generating interest and enthusiasm.

“Getting the IT department to talk to the marketing department and understand the benefits is difficult,” said one attendee. “Having the right data to prove that it’s relevant is possibly the biggest challenge.”

Grant Stewart, director of Vectis, which works with Australia Post on a number of transpromo projects, advised companies looking to go down this path to follow the three Cs: champion; context and continuity.

“Engage with marketing and product owners so they see the benefits of this,” he said. “You need to become experts in many different sectors – understanding the industries and their challenges helps not only for transpromo but also other marketing channels such as direct mail.”