ROCHESTER, N.Y., August 2007—In the keynote panel session at last week's "TransPromo Summit" Aug. 22-23 in New York City, Kodak's Graphic Communications Group Chief Marketing Officer Jeffrey Hayzlett joined other industry executives to share insights on utilizing the latest digital variable data printing technology to reach customers through low cost, high impact transactional communications.
"TransPromo is a hot topic for a good reason: it works," said Hayzlett. "Smart marketers and their colleagues in customer service and finance are using new digital print technologies to turn traditional statements and routine correspondence into personalized, revenue generating promotional vehicles. TransPromo can take a cost center and turn it in to a profit center."
During the panel discussion Hayzlett explained how lower production costs and new developments are driving opportunities for print as a marketing tool. He also discussed the advantages of easy to use software and innovative print equipment. These improved costs and processes enable marketers to develop well targeted, customer focused communications that maximize response rates by leveraging data mining to deliver relevant messages in an essential document.
In addition, Pat McGrew, Director, Industry Marketing, Kodak's Graphic Communications Group, addressed "The Cost of TransPromo Conversion." McGrew leveraged recent market research to provide practical advice on cost-effective ways for implementing TransPromo.
TransPromo Summit, produced by InfoTrends, brought together marketing executives, technology professionals, and production executives for two days of information sharing and peer to peer networking. The event provided attendees with the steps for transforming transaction documents into marketing opportunities that can help enhance customer communications, improve customer retention, increase revenue, and improve document ROI (return on investment).
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