Quebecor World Direct--Building Business, One Client at a Time
Personalized Products is QWD's fastest growing product line.
"I'm not just interested in printing my customers' direct mail packages, I'm interested in improving their results and, therefore, giving them better value than their competitors," Locker says.
When Quebecor World Direct sells a direct mail package, the deal is not based on the price of the job. Although, it does offer a competitive price, and in some cases a substantial cost savings, to its customers, simply due to its enormous size. But Locker says there is no real value in selling a package on price alone.
"So we build the Mercedes, with bells and whistles," Locker explains, "and we will test it against [the client's] control package. We might win in response, but lose on cost. But that's not a bad position to be in because, ultimately, we've found a way to increase our customer's response rate.
"We always test our very best package," Locker boasts. "We can back-test elements to keep response rates up and lower cost per thousand. We test to find out which elements are working, which ones pay their own way."
A Loaded Toolbox
Obviously, personalization is more than just splashing a person's name across the paper. And, while Locker says it's important to do that, there also has to be a compelling, one-to-one marketing message that is driven by that specific person's file—his or her personal information, info that is unique to that person. The right message has to be created and the right offer has to be presented to the right person.
"The power of personalization is that you really are given the ability to market to the individual, creating a marketing message just for that person," Locker adds. "That's the flexibility that we feel is our strength at Quebecor World Direct. We know personalization. And we can show clients how to use it."