PI 400 -- Direct Mail - The Direct Approach
A six-color Heidelberg M-600 heatset web press with Scitex imaging and an advanced finishing line highlight the enhancements, which aren't limited to hardware and software. They have also recruited skilled salespeople into the fold during 2001, which adds to the overall value.
"We've added to the robustness of our sales and marketing engine through recruiting, as well as concurrently taking a major technology step forward that materially enhances our value proposition," Frick states. "Lehigh's focus is to enhance our value proposition for both present and prospective customers."
Frick is confident that the September 11-induced mail scares will result in perhaps only a temporary slowing, followed by forward momentum in the segment. A counter trend to the political climate may find more people staying home and thus taking advantage of more opportunities generated through the mail.
"Direct mail traditionally has done quite well in so-called down economies, because it offers excellent value for the dollar versus the retail channel," he adds.
Frick points out that direct mail solicitations are quite cost-effective, with growth rates that typically top other sectors. He also sees opportunities for Lehigh in offering its specialized web components.
The most notable event that has occurred in the markets Quebecor World serves is the focus now on developing programs that increase responses in traffic and their direct mail promotions, according to Brian Sullivan, president of the Commercial/Direct Group for the Montreal-based company.
Quebecor World is honing its overall value package by adding more services, working with clients to reduce costs and helping them grow their businesses through creative marketing ideas. The total solutions package includes such services as pre-media consulting, digital asset management programs, online inventory and usage analysis.
Sullivan is confident Quebecor World can grow its direct marketing sector in 2002, as evidenced by the construction of a second mega-facility in Atlanta. Some of the variables he feels bear monitoring are: