Another score for InfoPrint: But is it TransPromo or TransInfo?

As is so often the case, Cary Sherburne gets the story right at WhatTheyThink. But in this one I have a quibble.

Our industry has been trapped by Transpromo for a while. It was useful when the issues was marketing. It's much less useful when describing the role of Print to create a smart infrastructure. Health, education and government do not need or want Promo. But they do need, want and will pay for Info.

The first snippet below is from Cary's article. Most definitely worth the click to read the whole thing. The second snippet below is a simple search and replace. I invite you to compare and contrast and decide which helps clarify the importance of what InfoPrint is up to.

Snippet One:

from WhatTheyThink:
InfoPrint Solutions and Sinclair Oil
By: Cary Sherburne

August 11th, 2009 -- Yesterday, InfoPrint Solutions and Sinclair Oil announced a TransPromo partnership that has a slightly different twist than the programs we normally hear about. Most of the TransPromo case studies tend to focus on business-to-consumer applications: Companies who place marketing or educational messages on statements, invoices, notifications and other consumer (customer) communications, reducing costs and often converting these mundane documents from a cost center into revenue generators."

. . . according to Lee Gallagher, InfoPrint’s Manager, Direct Marketing Solutions. “Sinclair commercial accounts can offer this card to the truckers that drive their oil trucks.

It allows the consolidated, real-time capture of all of the relevant data when truckers refuel, purchase food, or make other business-related expenditures. With the program, Sinclair does all of the program management based on rules established by the customer.

For example, a Sinclair commercial account may have an established daily spending limit for driver purchases at convenience stores. When drivers make a purchase, they are able to get immediate point-of-purchase feedback with messages that indicate they have reached their daily limit for food expenditures. Or perhaps the message might thank them for filling up at Point A, but let them know they could have saved a certain dollar amount by filling up at Point B. It takes the burden of analyzing credit card information off of the customer and it allows them to reduce expense, maximize assets and become more cost effective in the management of their fleets.”

Snippet Two. A few words changed and a sentence or two added.

August 11th, 2009 -- Yesterday, InfoPrint Solutions and Sinclair Oil announced a TransInfo partnership that has a slightly different twist than the programs we normally hear about. TransPromo case studies tend to focus on companies who place marketing or educational messages on statements, invoices, notifications and other consumer (customer) communications, reducing costs and often converting these mundane documents from a cost center into revenue generators. TransInfo focuses on delivering timely appropriate information at the appropriate time to improve the efficiency of infrastructure transactions.
. . .
Gallagher explains, “Sinclair commercial accounts can offer this card to the truckers that drive their oil trucks. It allows the consolidated, real-time capture of all of the relevant data when truckers refuel, purchase food, or make other business-related expenditures.

For example, a Sinclair commercial account may have an established daily spending limit for driver purchases at convenience stores.

When drivers make a purchase, they are able to get immediate point-of-purchase feedback with messages that indicate they have reached their daily limit for food expenditures. Or perhaps the message might thank them for filling up at Point A, but let them know they could have saved a certain dollar amount by filling up at Point B. It takes the burden of analyzing credit card information off of the customer and it allows them to reduce expense, maximize assets and become more cost effective in the management of their fleets.”