One of the Latest
Industry Buzzwords: TransPromo

In late March, HPI reps traveled to Philadelphia for the 2009 On Demand Conference and Expo, an annual event highlighting the latest and greatest hardware, software, and strategy solutions for the digital printing industry.

In addition to exhibitors and keynote speakers, the event featured conference sessions, including one focusing on the topic of “TransPromo.” Maybe you’ve already heard of it, but just in case . . . What is it and what can it do for you and your clients?

TransPromo is short for “transaction documents” and “promotional messages.” The premise is that companies are missing a prime opportunity to promote news and information to their clients if they are not making more effective use of the white space on their transaction documents (e.g., invoices, statements, explanations of benefits).

So, as long as your clients can quickly read what they owe, when it’s due, and how payment can be made, you have some real estate on that invoice to promote a special offer this month, or a “did you know” helpful tidbit, or a coupon, or just a plain, old-fashioned “thank you” message.

TransPromo can be a whole lot more than what’s described above (i.e., some TransPromo documents are becoming like mini-newsletters with variable data personalizing them for each client). But if you’d like to just get your feet wet for now, begin by thinking about how best to add some timely, relevant, and useful info for your clients to your transaction documents in a way that benefits your customer service goals.owar

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