TransPromo Summit Moves to Boston

InfoTrends’ Third Annual TransPromo Summit moved from New York to Boston this year. It took place in August with 225 in attendance. While this number is down somewhat from last year (the organizers blame the lackluster economy), it was interesting to note that a full 10 percent of these attendees were from Central and South America.

The theme for this year’s summit was “Just DO it!” which seemed to highlight the near universal frustration of everyone knowledgeable about transpromo. (i.e. why won’t the end users get off the dime and do something?) Clearly, transpromo is working, as evidenced by the successful case studies from myriad industry applications that were presented at the summit. The Latin American and European case studies presented by end users contained quite explicit returns on investment experienced from their various transpromo applications.

As at past TransPromo Summits, the North American corporate end users shared the steps and stages they went through to achieve success but seemed more reluctant to share specific ROI results. The single exception was a case study presentation offered by a digital printing consultant and a print conversion vendor. The end user was not in attendance.

It seemed strange initially that a few of the end user case studies, such as Sweden’s Parajett and Humana, headquartered in Louisville, Ky., were also presented at last year’s summit. But both of these organizations had impressive advances during the past year in terms of improved breadth, depth and sophistication of their transpromo activities.

For instance, Humana now has 19 different transpromo applications. Linkwell, a specialized media insert marketer, sells Humana’s white space on client bills and statements. Humana produces all transpromo documents in-house on Kodak Versamarks.