WhatTheyThink and NAPL Hold "From Trans to TransPromo" Webinar with Barb Pellow

WhatTheyThink Web Session Featured Industry Expert and Thought Leader, Barb Pellow

March 17, 2008 -- Lexington, Kentucky USA -- WhatTheyThink.com today reported that nearly 300 industry professionals registered for the free printing industry educational webinar, From Trans to TransPromo, led by industry expert Barbara A. Pellow, Director of the Business Development and Custom Communications Services for research firm InfoTrends.  The session was sponsored by the Infoprint Solutions Company and was held on Wednesday, March 12th, 2008. 

The session archive can be accessed by visiting WhatTheyThink.com:

http://members.whattheythink.com/home/webinars/webinar080312.cfm

"InfoTrends and Pellow have developed the body of industry research on the topic of TransPromo, or the blending of promotional messaging into transactional documents," said Randy Davidson, President, WhatTheyThink.  "This session shared highlights from that research as well as including advice and insight from document design expert Elizabeth Gooding and transactional printing firm Personix."

Pellow has proven to be one of WhatTheyThink’s most popular webinar hosts, with hundreds of printing executives regularly attending her WhatTheyThink webinars and accessing the archived material for later review. She was joined by:

• Elizabeth Gooding, Chief Strategy Officer of NEPS LLC, of Salem, New Hampshire, a consulting and design firm with deep knowledge of both the design and technology requirements for successful TransPromo implementation. 
• Todd Stine, SVP Sales and Marketing, and Don Mathis, Corporate Director of Composition.  Both are from Personix of Houston, Texas, one of North America’s larger producers of transactional print.  Personix has recently added full-color production inkjet printers to its production portfolio for the explicit purpose of serving customer demand for TransPromo printing.

"TransPromo is a technology whose time has come," said Pellow.  "InfoTrends projects a 91% growth rate for full-color TransPromo Printing to 21.72 billion images by 2010. This is due to the fact that TransPromo opens the door to converting a passive marketing insert document into a more relevant and proactive full-color document that will catch the recipient’s attention.  Stine and Mathis shared their considerable expertise in describing considerations for firms considering entering this lucrative market."

"Full color is more complex and requires a totally new skill set when compared to printing in B&W," commented Stine.  "File sizes also explode, so you need to be sure you are prepared to move data around in order to take advantage of the full color printers." 

"You also need a solution that allows you to compose once and deliver on any media," adds Mathis, "utilizing the same content and business logic for print, email, and web, SMS/MMS devices such as mobile phones.  It is also important to be able to measure and report results from all of these media to develop ROI models for customers."

Gooding cautioned that being able to use color doesn’t necessarily mean that full color should be used, and providers and their marketing partners should conduct research before implement. "In some cases," says Gooding, "such as a fee-based 401K statement, full color may be perceived as expensive and adding to the fee structure, so caution should be exercised."

About Infoprint Solutions Company

InfoPrint Solutions Company, headquartered in Boulder, Colorado, brings to market the advantages IBM and Ricoh have in the development, manufacturing, marketing and building of strategic solutions for customers, creating a growth-oriented global enterprise that is strategically focused on the output market.

The InfoPrint Solutions Company portfolio includes solutions for production printing for enterprises and commercial printers as well as solutions for office workgroup environments and industrial segments. The company offers customers the highest quality output solutions that optimize productivity by providing efficient workflow and, at the same time, delivering low cost of ownership and high return on investment. The heritage of InfoPrint Solutions Company includes the development of the IBM Advanced Function Presentation (AFP) Architecture – now an industry standard – and Intelligent Printer Data Stream (IPDS), which has since become the standard for mission critical business printing. The company also leads the industry in print management solutions with both InfoPrint Process Director and InfoPrint Manager. Please visit www.infoprint.com for more information.

About WhatTheyThink.com

WhatTheyThink.com is the printing and publishing industry's leading online media organization; offering a wide range of publications delivering unbiased, real-time market intelligence, industry news, economic and trend analysis, peer-to-peer communication, and special reports on emerging technology and critical events. Serving a membership base of more than 50,000, WhatTheyThink.com also hosts webinars and live events as well as providing content through a syndication program, which delivers content directly to related websites and through RSS.

About Barbara Pellow

Barbara Pellow recently assumed responsibility for the development and delivery of two new services at InfoTrends specifically focused on the evolution fo the Graphic Communications Market – The Business Development Service and Custom Communications Service. Pellow has served in a number of roles including the Chief Marketing Officer of Kodak’s Graphic Communications Group. In the role of Chief Marketing Officer, Pellow was responsible for all marketing activities for the division, including marketing communications, public relations, marketing intelligence and advertising strategy. She was an active participant in developing business strategy and helping define the group’s go-to-market organizational structure.

Prior to joining Kodak, Pellow was the Gannett chair in integrated publishing sciences in Rochester Institute of Technology’s (RIT) School of Printing Management and Sciences (SPMS). She has also held senior marketing roles at IKON Office Solutions, InfoTrends, Xerox and IBM.

Pellow can be reached at barb_pellow@infotrends.com.

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