| p>A recent report by a top UK mailing systems | | | | of paper-saving. Using the available space, visible |
| specialist has highlighted a major missed promotional | | | | when the paper is folded, is excellent advertising "real |
| opportunity amongst European organizations. | | | | estate". |
| Such businesses are missing out on EUR2.8 billion | | | | Having decided to revamp the printing process, it's |
| worth of free advertising. And how? Simply by failing | | | | always a good idea to check paper and envelope |
| to make better use of invoices and statements they | | | | weights. Is there extra capacity for a small leaflet |
| send to customers. | | | | within the postage charge? In which case, the |
| This mailing specialist has calculated the value of the | | | | invoicing print run could easily comprise additional |
| wasted space on such documents to be equal to | | | | sheets with important advertising or communications |
| 24% of the combined annual direct mail spend in the | | | | messages. |
| UK, Germany, France, Italy and Spain put together. A | | | | Finally, it's a good idea to make sure you have the |
| major slice of this estimate - almost EUR1.8 billion of | | | | right printer for the job. |
| advertising space left unused - is made up by the | | | | Which printer for Transpromo Advertising print runs? |
| Banking Sector. | | | | High volume printing systems suitable for printing bills |
| It is becoming clear that international business is | | | | and statements include the new Xerox 650/1300 |
| taking this missed opportunity very seriously. | | | | Continuous Feed Printing System which uses a new |
| Technology analysts in the USA have given it a name | | | | toner-based printing technology to achieve mono |
| - "transpromotional advertising" - a sure sign that this | | | | print speeds of 650 pages per minute (or 1,308 |
| is a phenomenon to be embraced and implemented | | | | images per minute when printing on both sides of the |
| as a mainstream advertising method. | | | | page). Such systems are aimed at high volume, high |
| Transpromotional advertising - or "transpromo" for | | | | end users. |
| short - is set to become a buzzword amongst | | | | But at the other end of the scale, for small |
| marketers in the months to come. | | | | enterprises looking to impress their clients and |
| What to do to activate Transpromo Advertising? | | | | enhance their customer base, many robust printers |
| The advice for business large and small is to review | | | | are available with black and business colour capability |
| the layout and style of invoices and statements, and | | | | (for attractive presentation without mission-critical |
| plan for regular update of billing templates with | | | | colour proofing) and full duplex (ensuring most |
| suitable advertising messages and images. | | | | efficient use of paper). Such printers are available |
| Not only that, but it is a good idea to think in terms | | | | with budgets of a few hundred £'s for robust |
| of the reverse of any statement or bills too: these | | | | regular use and fast paper output for longer print |
| days, printers with duplex (double-sided) mode are | | | | runs. |
| readily available - and are a must in any case in terms | | | | |