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Best Practices for Transpromotional Printing
Description: This 85-page report provides an easy-to-read yet detailed overview of the market for transpromotional printing, the technolog(ies) involved, design issues, examples and case studies, and strategies for companies seeking to get involved in this hot graphic communications application. What is transpromotional? It can be defined as “marketing and promotional materials presented alongside or integrated into transactional documents, such as bills, statements, medical reports, etc.” Transpromotional materials can be special mass-printed inserts added to the transactional document “package” (think of a color leaflet inserted into a bank or credit card statement) or generated digitally and printed at the same time as the rest of the document (think of that extra page of copy that comprises an American Express statement “package”). Marketing materials can also be integrated into the statement itself. Transpromotional messages integrated into a transactional document are often referred to as “onserts.” Like transactional documents, transpromotional materials can also be produced and disseminated electronically. The report also takes a long look at this significant opportunity for commercial printers hoping to implement transactional and transpromotional applications. This best practices report identifies many of the current and emerging specifications and technologies, such as: - vs. black and white - simplexing vs. duplexing - static vs. variable vs. offset “shells” - sheetfed vs. webfed - offset vs. digital - toner vs. inkjet The report also offers a rundown of hardware manufacturers, and a detailed look at software and solutions currently available for variable-data printing with an emphasis on transactional/transpromotional applications. The report offers examples of transpromotional applications “in the wild” and identifies those factors that made the successful ones successful. The report provides general advice, cautions, and caveats for shops looking to add transpromotional printing, and concludes with a rundown of what we perceive to be the “best practices” for producing transpromotional materials today, as well as our outlook for transpromotional.
Contents:
INTRODUCTION About Transpromotional Printing About the Present Report How This Report Is Organized For More Information SECTION 1: THE MARKET FOR TRANSPROMOTIONAL Who Uses Transpromotional? Why Do Companies Produce Transpromotional Materials? FLOAT Marketing Leveraging Data Leveraging Relationships How Do You Create Transpromotional Materials? Transpromotional Examples
Credit Card Statements Sales Receipts Monthly Bills Hotel Receipts Tickets Travel Online Banking E-Commerce Whose Message? Some Caveats Color or Black-and-White? Static or Dynamic? Novelty-Based Marketing Variable or Static? Where Do People Produce Transpromotional Materials? Transactional/Transpromotional Trends Transactional Moving from Cost Center to Profit Center Color Printing is Dominating All-Digital Printing Replacing Preprinted “Shells” Rollfed Replacing Sheetfed Duplexing Common but Kludgy Inkjet Muscling in on Toner’s Dominance Advantages of Inkjet Printing Disadvantages of Inkjet Printing It’s All About Creativity Transactional/Transpromotional is Subject to the Same Media Mix Issues as Other Applications Electronic Bill Pay Onward SECTION 2: TRANSPROMOTIONAL TECHNOLOGY The Basic Process Alphabet Soup Equipment Manufacturers: Agfa (www.agfa.com) Dainippon Screen (www.screenusa.com) HP Indigo (www.hp.com) IBM/InfoPrint Solutions (www.infoprintsolutionscompany.com) Kodak Versamark (graphics.kodak.com) RISO (www.riso.com) Xerox (www.xerox.com) Variable-Data Printing Software Atlas Software (www.atlassoftware.com) Bitstream Inc. (www.bitstream.com) DeskNet Inc. (www.desknetinc.com) DeskNetAPS DirectSmile (www.directsmile.us) Edmond Document Solutions (www.edmond.nl/en) Electronics for Imaging (EFI) (www.efi.com) Elixir Technologies Corp. (www.elixir.com) EMC Document Sciences Corp. (www.docscience.com) GMC Software Technology (www.gmc.net) Hewlett-Packard (www.hp.com) Kodak (graphics1.kodak.com) L2 Solutions (www.l2soft.com) Lexigraph (www.lexigraph.com) Meadows Publishing Solutions (www.meadowsps.com) MindFire (www.mindfireinc.com) Objectif Lune (www.objectiflune.com) Pitney Bowes Business Insight (www.g1.com) Press-sense Ltd. (www.press-sense.com) PrintSoft Systems (www.printsoft.com) Printable (www.printable.com) Saepio Technologies (www.saepio.com) Xerox (www.xerox.com)
XMPie (www.xmpie.com) SECTION 3: TRANSPROMOTIONAL OPPORTUNITIES AND CHALLENGES FOR COMMERCIAL PRINTERS Opportunities in Transpromotional “Trans” is Essential Mail Printing Equipment is Expensive for Prospective Insourcers Commercial Printers Can Aggregate Additional Work Transpromotional May Require Multiple Printing Processes Commercial Printers May Be Better Able to Leverage Creative Talent Multichannel Approaches Are Essential Database Management is An Opportunity Beyond Transpromotional Transpromotional Can Be Part of a Green Printing Initiative Become a Transpromotional Resource Challenges to Transpromotional Shift to EBPP Will Affect Print Demand Insourcing Is Tempting for Many Senders Effective Database Management Is Essential Novelty-Based Marketing is Essential Onward SECTION 4: TRANSPROMOTIONAL APPLICATIONS IN THE WILD Diners Club Australia Who They Are What They Did What the Results Were Lessons Learned ING Australia Who They Are What They Did What the Results Were Lessons Learned Humana Who They Are What They Did What the Results Were Lessons Learned Origin Who They Are What They Did What the Results Were Lessons Learned SECTION 5: BEST PRACTICES AND OUTLOOK FOR TRANSPROMOTIONAL Best Practices Be Relevant Plan the Project Carefully and Meticulously Don’t Skimp on Design Use Color Clean Up Data Use Data-Driven Print to Obtain More Data Use a Combination of Messaging Formats Use a Combination of Media Channels Maintain Consistency Across Channels Be Conscious of Privacy Issues Scientifically Test the Project It’s All About the Offer What We Think: Outlook for Transpromotional APPENDIX: RESOURCES Reports Web Sites/Blogs Webinars
TABLE OF FIGURES: Figure 1: Sample Credit Card Statement (American Express), Front and Back. Figure 2: Sample Credit Card Statement (Citi Mastercard), Front and Back Figure 3: Mass-Printed Ad Included on MasterCard Statement Reply Envelope Figure 4: Service Invoice (Terminix), Front and Back Figure 5: Sales receipts for Staples (Left) and the Post Office (Right) Figure 6: Cable Bill with Integrated Messaging Promoting Upcoming Movies On Demand Figure 7: Offset Printed Insert (Front and Back) Included with AT&T/iPhone Bill Figure 8: Hotel Receipt Folder (Sheraton Four Points, Miami Beach) Figure 9: Live Nation Concert Ticket (Front and Back) Figure 10: Follow-Up E-Mail from Airline (Delta) Figure 11: Hotel Confirmation E-Mail (Sheraton) Figure 12: Bank of America’s Online Banking Home Page Figure 13: Visiting Amazon.com’s Home Page Often Jogs One’s Memory Figure 14: Purchasing an Item at a Supermarket Can Trigger the Printing of a Coupon to Encourage Shoppers to Buy More of that Item Figure 15: Top 10 Online Purchase/Transaction Categories Among U.S. Adult Online Buyers, 2008 Figure 16: U.S. Mobile Banking Users, 2007–2008 (000s) Figure 17: Diners Club Australia Transactional Document with Transpromotional Ad Inserted (Right) and Non-Transpromotional Control Document (Left) Figure 18: ING’s Highly Successful Transpromotional Campaign Educated Customers about New Superannuation Laws, and Explained How those Laws Would Affect Each Client Figure 20: Humana’s SmartSummary Integrated Statements Figure 21: Origin Energy’s Original Bills (Left) and Revamped Bills Featuring Onserts and Inserts (Right) TABLE OF TABLES: Table Table Table Table Table Table Table 1: 2: 3: 4: 5: 6: 7: In-House vs. Outsourced Transactional Document Production Average Costs per Transaction Document Page, Color vs. Black-and-White % of Installed Base of Digital Printing Equipment, Color vs. Black-and-White, 2006–2015 % of Page Impressions Printed on Blank vs. Preprinted Stock, 2007–2015 % of Page Impressions Printed on Sheetfed vs. Rollfed Devices, 2007–2015 % of Print Volume Simplex vs. Duplex, 2007–2015 Transactions Performed Online vs. by Check, 2006–2015
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