Transpromotional Printing — Printing that Fills the Bill

McGrew agrees with reallocating some marketing dollars to a transpromo program, but advises against completely turning off direct mail campaigns. “Companies should leverage the benefits of each (medium) and do less, but more effective, direct mail,” she says.

Bringing the discussion full circle, Nick Romano, president of the Prinova consulting firm, says its important to keep the purpose of these documents paramount when planning and executing a transpromo program. “Getting the customer to pay the bill is still the main objective,” he observes. PI