TransPromo Printing — Making a Strong Statement

Although on a somewhat smaller scale, the story is much the same for Lewis Creative Technologies, a commercial printing (digital and offset) and mailing operation, and Research Data, its data management and direct marketing arm, both based in Richmond, VA.

Keith Bax, vice president of both companies, says he sees a huge opportunity for transpromo, but cost and organizational issues can be stumbling blocks with prospects. “Most operations managers in Corporate America are unwilling or unable to champion a new way of using statements for promotional purposes, if there is an increased cost to do so,” he reports. Even if color printing costs drop as expected, the large organizational effort required to redesign and implement new statements and bills will remain a hurdle, Bax adds.