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Skip Henk just posted an entry on Océ's Digital Nirvana blog which identifies obstacles in TransPromo communications. It's refreshing to see someone acknowledge that TransPromo comes with obstacles. Many suppliers are often quick evangelise TransPromo applications, but usually don't point out the accompanying challenges.
I had a chance to catch up with Grant Stewart from Vectis last week. Vectis are a marketing strategy firm, specialising in direct marketing and TransPromo with many success stories under their belt. Grant explained TransPromo can only really work through alliances between organisations in specialising in marketing, database analytics and execution (print/cross-media). Each of these areas demand highly specialist and unique disciplines that cannot effectively be fulfilled by any single organisation. The demands of TransPromo applications are complex and require a collaborative mix of marketing, data and production skills.
One example of this is Continuum; an alliance that was formed between between Vectis (a marketing strategy firm), Digital Alchemy (database marketing and analytics) and HPA (a service bureau). While HPA has since been acquired by Salmat and Continuum is no longer active, the alliance was successful and they developed several highly effective applications.
I draw the analogy between TransPromo and building a house. Both are significant projects and you won't find a tradesman who's an all-in-one bricklayer, carpenter, electrician and plumber. I'm not saying that one single person can't build a house, but in order to build it effectively you need tradesmen with skill and experience in each area.
Maybe alliances are the real key to unlock TransPromo.
Posted on Thursday, 17 July 2008 at 5:47 AM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/162