Scott M. Draeger

“TRANSPROMO” IS one of the hottest buzzwords in the business world at the moment, and it’s a safe bet that we’ll be hearing even more about it in the coming months. The term stands for “transactional promotion,” and although the concept has received a lot of attention lately, it really isn’t a new idea—just a new catchphrase. You may already know that transpromo means combining an organization’s regular transactional documents, such as monthly invoices or quarterly statements, with promotional messages. For years some credit card companies have been adding products and services to the white space of monthly statements. Telephone and utility companies