Posts tagged: Messaging

“TransPromo” Instills Fear

Matt Swain
 Sep 30, 2008

“TransPromo” has recently become a hot topic. I spend much of my day using the word, yet I sometimes wish that I had a better descriptor to define the application.

The word “TransPromo” instills fear in many corporate executives. Whether they are in retail, financial, healthcare, or insurance – it is a leap for these executives to consider compromising the integrity of their transactional documents with promotional material. They quickly jump to the thought of clutter and poorly designed third party advertising ruining the relationship that they worked so hard to build. Frankly, it would scare me too – if that was the thought that “TransPromo” triggered. It is not.

TransPromo leverages any opt-in relationship (statements, bills, notifications, reminder cards) by providing messaging printed (placed) directly on the piece. Messaging is the key term, because it does not have to be promotional. The messaging can be promotional, but it also can be informational or educational. (*Statement messaging is used in small circles, but never caught on.)

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