Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Hunkeler Innovationdays     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

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: The Importance of a Good Web-to-Print Demo Site

The Importance of a Good Web-to-Print Demo Site

Published: March 23, 2017

Demonstrating your web-to-print solution is critical to your sales process. Use your demonstration site to configure all the bells and whistles of your solution so you never have to say, "we support that feature but its not configured on this site."

 

Video preview: The Future Of Customer Communications In The Financial Services Industry

The Future Of Customer Communications In The Financial Services Industry

Published: March 22, 2017

Matt Swain, Senior Director at InfoTrends, talks with Senior Editor Cary Sherburne about the latest trends in customer communications, some of which is driven by financial technology that is enabling more voice-driven communications. Consumers have increasingly demanding expectations about how they interact with financial services providers, including optimized print communications.

 

Video preview: Ghent Workgroup PDF Study aims to Identify Gaps in the Standard

Ghent Workgroup PDF Study aims to Identify Gaps in the Standard

Published: March 21, 2017

David Zwang, WhatTheyThink's Technology Editor and Chairman of the Ghent Workgroup, explains why the organization is conducting a landmark PDF study. The last study was conducted in 2008 and is not representative of todays workflow demands. They want to understand how people are using PDF and identify gaps in the standard that the Ghent Workgroup can help address for better process integration in commercial print and packaging production. Visit http://www.gwg.org/gwg-2017-pdf-survey/

 

Video preview: View the latest production inkjet news from Screen

View the latest production inkjet news from Screen

Published: March 20, 2017

Aron Allenson, Sales Support Specialist for High Speed Inkjet at Screen, talks about how new SC inks from Screen allow inkjet printing to commodity offset stocks without pretreatment. The ink is used in the Truepress JET 520 HD. He also explains the next generation of Truepress JET presses, the Truepress JET 520 NX, just released.

 

Video preview: Print: The Strongest Component of an Omnichannel Campaign

Print: The Strongest Component of an Omnichannel Campaign

Published: March 20, 2017

Charyl Kahanec, President of Marketing Solutions at EarthColor, always has interesting insights to share, and this video is no exception. She talks with Senior Editor Cary Sherburne about the role of print in today's marketing mix. She points out that marketing is not just one channel, but rather the overall conversation with the customer; and print is the strongest component of that conversation. Hear more.

 

Video preview: Frank on Newspaper Business Practices

Frank on Newspaper Business Practices

Published: March 17, 2017

We need newspapers and they need us. But some of their business practices could be improved. With declines in ad revenues, newspapers are raising subscription rates to stay in business.

 

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