Sefas' Bruno Henry:Transpromo - It’s Like Simple Magic
Posted on Wed, Sep 29, 2010 @ 06:17 PM
As you’d expect, I spend a lot of my time these days around specialists who know about print, and software, and promotional activity. So it rather stopped me in my tracks recently when someone who really had no idea asked me straight out: ”What do you people actually do?”
It’s a long time since I was in that situation, but it reminded me of the little routine I used to use to sum it up for friends outside the business.
“You know all those envelopes you get in the mail every day?” I’d say. “Which of those do you even open?”
“Not many,” they’d say. “Most of them are junk. I only look at the telephone bill… the utility bills… the bank statement….”
“Very good,” I’d say. “What I do is make sure the people who send you those things you do open get the right bit of paper in the right envelope and get it to you.”
Sounds simple. But, in essence, that’s still what this whole transpromo business is about. Always has been and always will be.
We’re getting better at it all the time. We’re doing it faster, with better quality and vivid color. But that’s where the simple magic of it lies. We’re just making sure the messages that count go to the right people in a context where they will see them.
That’s why I’m excited about what Sefas is doing, tying all the parts of this process together in ways that no one’s seen before. In my next few blogs, I’ll give you a glimpse of what it could all mean to the industry – and, more importantly, to the customers who end up paying our bills.