Quebecor World Direct--Building Business, One Client at a Time
In its quest to serve customer needs—and serve them all under one tremendous roof—Quebecor World Direct will be opening a new Mega Facility, in Effingham, IL, in just a few weeks. By summer's end, this enormous, state-of-art plant will be fully operational.
From shifting its focus to restructuring its operations to the opening of its new Mega Facility, Quebecor World Direct is making waves—and making news—in the commercial printing industry, namely the direct mail market.
Interestingly, in the direct mail business, the printing is secondary, according to Chris Locker, vice president of the Personalized Products line. With the multitude of other value-added services that are now required in personalized products, he says printing (the process itself) is of secondary concern to customers. When it comes to personalized mail products, Locker claims putting ink on paper is not nearly as important as the compelling, one-to-one marketing messages, the "bells and whistles" and the "unusual" art/design elements—all of which increase the odds that the product will be noticed.
"You're competing in the mailbox with everyone else," he says. "Our products get noticed. The consumer sees our piece. They open it. That's half the battle." The other half is getting a response.
Inside the envelope, Round Two in the direct mail battle takes place. The same compelling messages and graphic attention-getters, which got the recipient to open the mail, must now—in a grander fashion—hold the recipient's attention and generate that all-important response.
Getting a response is the objective of the personalized mail product; it's what direct mail is all about. The success of the business (for both the marketer/printer and the client who's doing the mailing) depends on the rate of response.
Quebecor World Direct has built a business around this objective and has devoted an entire product line in its Holy Grail quest to create the perfect, personalized mail product.