Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     NEW: Inkjet Resources & Knowledge Base     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

Barb Pellow dishes on the latest transpromotional trends

Published on October 25, 2010

Cary Sherburne:  Hi, I'm Cary Sherburne and Senior Editor at WhatTheyThink.com and I'm pleased to be here with my colleague and fellow WhatTheyThink contributor Barb Pellow.  It's great to see you.

Barb Pellow:  Well thanks Cary.

Cary Sherburne:  Do we want to talk about how many years we've known each other no?  Too many, but anyway, you know, we've been talking for quite some time now about transpromotional printing.  In fact, you've been kind of a thought leader in that area.  Maybe you can tell us what you think the latest kind of trends are in that area of using transactional documents for marketing purposes.

Barb Pellow:  I think the big thing in today's market is really working to engage the consumer and for the first time what we're seeing are the transaction documents actually being blended with things like SMS text messaging and quick response codes so that you engage that customer in immediate call to action.  Our view is that, that's very, very important as we look at going forward with a always on, always engaged consumer base.

Cary Sherburne:            Okay and so when you talk about, you know, for example QR codes so when I get my bill I might see a QR code on there and I can just -- not with this phone but snap it -- snap the QR code it takes me --

Barb Pellow:  Yeah and what we're finding is that when I snap that QR code there are a number of things people are doing today.  One of them is I can click on a QR code to get maybe more information about a service offering.  It can actually even link to a YouTube video.  On the text side, what we're seeing is that people will do engaging offers and say text to win some kind of a free offer.  The value to that statement provider is all of a sudden he starts building up that mobile database which becomes pure gold.

Cary Sherburne:  And so are you -- do you think that -- and then also, you know, the other thing we have in the transactional business is the move to online, so this works also with online as well as printed.

Barb Pellow:  Exactly.  I can use in fact that QR code, that text message -- text messaging to encourage that customer to move into an engaging online relationship with me.

Cary Sherburne:  But also just presenting the document online?

Barp Pellow:  Right.

Cary Sherburne:  Yeah.  So that's great.  It's a really exciting area and I know that you've been involved in several conferences and trying to bring the marketers, the printers, the agencies together because it takes that whole universe --

Barb Pellow:  Exactly.

Cary Sherburne:  It takes a village as someone said.

Barb Pellow:  There you go.

Cary Sherburne:  Alright, thanks Barb.

Barb Pellow:            You bet.

Email Icon Email         

 

 

 

Recent Videos

 

Video preview: Zumbiel Packaging's Production Inkjet-Flexo Platform

Zumbiel Packaging's Production Inkjet-Flexo Platform

Published: July 25, 2017

Ed Zumbiel shares his thoughts on Zumbiel Packaging's exciting new digital-flexo hybrid packaging press for folding carton production. The press includes the first installation of Kodak PROSPER 6000S production inkjet press for folding cartons production.

 

Video preview: Frank on Comic Books, Paper from Stone and Retail Waste

Frank on Comic Books, Paper from Stone and Retail Waste

Published: July 21, 2017

Frank opines about blank comic books going back to print, paper made from stone, and all the waste generated by online retail. These are not related, except in Frank’s warped mind.

 

Video preview: How to Protect Your Business when Managing Software Projects

How to Protect Your Business when Managing Software Projects

Published: July 20, 2017

Jennifer Matt interviews Chris Reisz-Hanson, software architect about how to protect yourself. One of the key questions that is often missed is "who owns what?" Where is the source code stored? If you own the software, you should have access to the source code under an account in your business name.

 

Video preview: Print and Marketing: An Awesome Relationship

Print and Marketing: An Awesome Relationship

Published: July 18, 2017

Cece Smith, President of Toolbox Studios, worked for P&G for many years and brought her marketing expertise to SmithPrint. Now with her branding and marketing business operating as a sister company to SmithPrint, the two exploit the symbiotic relationship the two businesses offer to their respective clients. Smith cites her attendance at Dscoop as a key turning point for realizing how the two could be blended. She provides invaluable insight on how to create programs where print is not commoditized.

 

Video preview: Frank Finds A Museum of Interesting Things at EastPack

Frank Finds A Museum of Interesting Things at EastPack

Published: July 14, 2017

While visiting EastPack, Frank is unsurprisingly drawn to a booth called "The Museum of Interesting Things" and talks to Denny Daniel who shows him some of the cool things in their collection.

 

Video preview: Standards Update: Barcode and Digital Watermarks for Active and Intelligent Packaging

Standards Update: Barcode and Digital Watermarks for Active and Intelligent Packaging

Published: July 11, 2017

Laura DiSciullo, SVP of Marketing and Product Management at GS1 US talks about the history of GS1, they created the UPC barcode, and barcode and digital watermarks technology that is enabling active and intelligent packaging.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved