Transpromo tipped to take off with GMC PrintNet software

The take up of transpromo could increase in 2011 with the launch of new Fuji Xerox GMC PrintNet software enabling colour marketing messages to be produced cheaper, faster and with more personalisation.

The Fuji Xerox GMC PrintNet software makes it easier for organisations to access their legacy databases and move from black and white messaging to full-colour printing.

Adding marketing messages to transactional documents can provide more dynamic personalised and targeted promotional offers.  Fuji Xerox, marketing executive, Peter Brittliff, predicts that transpromo will increase in 2011 due to the ability of organisations to take advantage of newer technologies, such as GMC PrintNet software.

“Companies can now link to customer relationship management databases providing a one-to-one communication tool. They can tailor a message to the individual customer. The marketing messages can be linked to multi-channel campaigns with the ability to drive customers online via QR codes that tie the printed piece to an online portal,” he said. “Further data can then be harvested through response forms in order to update records.”

Brittliff believes that transpromo is ripe to take off in Australia, where it has  previously been hampered by privacy laws designed to counteract spamming.

“In the last five to even years companies have been building databases. Now we can maximise the use of this data to tailor transpromo messages to customers,” he said.

“Transpromo is moving ahead quite dramatically to maximise the real estate of the page. It can increase response rates compared with direct mail – of one to two per cent ROI to over 30 per cent because essential mail is opened, read and action upon.”

Fuji Xerox is already operating its technology within most of the large essential mail providers. It is part of a new thrust to leverage the huge marketing potential of the billions of pages of essential mail produced every year.