Leadership Circle Luncheon Draws Rave Reviews
by George P. McDonnell

1Quadracci


It was one of those "you should have been there" talks. Lots of insight into the changes in the "multi-channel" marketing scene.

It was the quarterly luncheon of the EF's "Leadership Circle" at the National Press Club on October 7. Some 30 people attended to hear Quad/Graphics' President & CEO, Joel Quadracci, talk about the fast-moving changes in the "print" side of direct marketing. If you aren't familiar with Wisconsin-based Quad/Graphics, it is the largest privately owned printer in the Western hemisphere, and the third largest commercial printer - public or private - in the United States.

Catalogs are the largest segment Quad/Graphics serves. Among its high-profile clients are L.L. Bean, J. Crew, Lands' End, Williams-Sonoma and Cabela's. The printer also specializes in magazine printing. It produces National Geographic, Architectural Digest, Vogue, Smithsonian, InStyle, The Economist, and Newsweek among many other fine publications.

Direct mail is a fast-growing segment of Quad/Graphics' business. It has invested tens of millions of dollars recently in plant and equipment upgrades to its QuadDirect division. Two of its 11 domestic printing plants are dedicated QuadDirect facilities: Fredericksburg, Virginia (formerly Diversified Mailing Services/Openfirst) and Pewaukee, Wisconsin, which is just outside of Milwaukee.

Quad/Graphics is focused on improving the relevancy and revenue-generating capabilities of print through the successful application of data. According to Joel, Quad has ramped up the "aggressiveness" of ink on paper, making it live and breathe in real time by strategically applying data to create targeted, relevant print messages and then connecting those printed messages with other forms of media. "Our technology allows direct marketers to send the right type of message to the right people at the right time for the biggest ROI," he said.

One example Joel gave was how Quad can print a four-color direct marketing piece and then, just prior to mailing, personalize it to the recipient with a picture of a product that the recipient had recently viewed online, but had not purchased. Another example Joel gave of using data effectively is showcasing certain products in a direct mail piece based on past purchases (e.g., a belt that matches a pair of previously purchased shoes) or known preferences (e.g., a certain brand of running shoe that is about to be discontinued). This highly targeted approach to selling significantly reduces the cost per response for the direct marketer.

Given that postage is a direct marketer's single largest manufacturing cost, Quad/Graphics offers a host of ways to reduce postage, including combining direct mailpieces with other types of printed products such as magazines and catalogs to create loads that can be delivered deep into the postal system at huge discounts.

Joel stressed print is a key part of a multi-channel marketing mix, and that it is rapidly evolving to meet direct marketers' needs. New print formats and new data application capabilities help promote consistent, frequent and meaningful interaction with an audience, he shared.

The next Leadership Circle gathering will be a dinner on Wednesday, January 6, at the Georgetown University Conference Center. Details to follow.

If you are interested in joining the Leadership Circle, email us or call George McDonnell at 703 777 1963. The dues you pay support the work of the Educational Foundation.