formerly transpromotional.com

I put Transpromotional into the Wikipedia tonight, and I hope it’s relatively correct. Please visit and check. It’s easy to log in and make updates. The Wikipedia needs some good illustrations, photos and examples.

We need to get the Transpromotional message into the general business community, where C-level execs can understand the importance of a transpromotional strategy. We have to show that there’s money in breaking down organizational silos. People in the print room aren’t clamoring for more stuff to do in their already busy schedule. Marketing isn’t fighting to spend time talking to the print department. Task forces and multi-departmental project teams need to be created with C-level visibility.

This is a great way for print production to be let out of the organization’s dungeon. It might take some of marketing’s thunder, but it’ll benefit the bottom line of the business who implements the right transpromotional strategy.

Pete Basiliere’s lastest article on Outputlinks, entitled, “The Googlization of Print— Transactional Ads That Make Sense,” takes issue with the terms Transpromo and Transpromotional. I enjoyed the persepective in the article, but I do not agree that we have to dumb down terms to get acceptance. The departmental silos are the barriers, not the terminology.

Pete believes these terms (Transpromo and Transpromotional) are too print centric to garner appeal with the marketing professionals that can benfit from the concepts. . Instead, he proposes “the googlization of print” to convey bringing the Ad Sense concept to marketers.

That sounds a lot like “google eyes in print.”

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Hopefully, you’ve been able to see Steve Coburn present, because he’s a great speaker. His session at the Chicagoland Chapter of Xplor’s Midwest region was posted on the net. This presentation has great industry information from InfoTrends and Sappi. It also has great Transpromo case studies from the US, Europe and Israel are features. This presentation has a great breakdown of the concepts and results from a approaches that had different degrees of “tranpromotionality.”

All in all, a good crash course for new people and some good lessons for advanced transpromotional maniacs.

For people with Powerpoint, click this link to the presentation:

For people without, visit the Google HTML version here:

HVTO has a grea article on “The Most Common HVTO Mistakes” that is a piece of timeless information for our industry. The most interesting thing on this top ten list sits in position number 5:

Not Using Customer Info for a Dynamic Statement
The next most common mistake involves failing to use information about the customer to create a more appropriate, dynamic and 1:1 statement.

This is a long way from the past, where departmental silos prevented marketing from talking to programming and production not talking to accounting. The truth is that the data is available to make every statement a 1:1 transpromotional statement.

If you are not making a transpromotional statement today, you competitors are working on it. Are you going to wait for their increased market share to force you to play catch up? If so, good luck.