(May 18, 2008) On April 30 and May 1, more than 55 industry professionals from a variety of disciplines gathered at the Gil Hatch Center for Customer Innovation in Webster, N.Y. for a workshop on transpromo printing.  The workshop featured industry experts and was designed to help customers better understand the trends, tools, and technology needed to make the most of the growing transpromo market.
 
The Thought Leadership Workshop began with a keynote from Kemal Carr, president, Madison Advisors, addressing current market trends and the successes and challenges in developing and delivering transpromo materials.
 
The second day of the workshop showed attendees how new transpromo strategies and technologies are transforming traditional transactional documents into effective marketing communications.  Through customer case studies and testimonials, customers learned how corporations, print providers and advertising agencies are incorporating these programs into their marketing mix.
 
Featured guest speaker Mary Ann Bennett, president and CEO of The Bennett Group, Inc., and founder of the Mailing Training Institute, discussed how to get the most out of mail and the importance of optimizing your operations to respond to new postal regulations.  Bennett also discussed strategies for designing a successful campaign that will maximize rebates offered by the USPS.  Xerox customer Cathedral Corporation from Rome, N.Y. shared their knowledge on developing and delivering a transpromo campaign from an operational and marketing perspective.  Cathedral Corporation discussed different types of successful transpromo campaigns and gave tips on how to ‘sell’ the transpromo concept to customers.   
 
This is Xerox’s first Thought Leadership Workshop focused on transpromo printing.