Feb 11, 2008
HVTO Q&A:
Robert Dahlke Jr.
VISOgraphic, Inc.
Burr Ridge, IL
Since 1946, VISOgraphic has been providing quality graphic design and printing to Chicagoland businesses. In 2006, the company made a decision to expand into mailing and offer customers another value-added service. From initial concept through completion, VISOgraphic is now a one-stop shop for printing and mailing needs.
The VISOgraphic team.
With the April 14-16 Mailing Industry Executive Business Administration (MIEBA) Program around the corner, Robert Dahlke Jr. reflects on his own experiences at the Mailing Training Institute and what VISOgraphic has gained from attending the mailing training course.
Question:
How did you get educated on the mailing industry?
Answer:
There is not a lot of useful information available from the traditional sources that we've used as a commercial printer. Even though the USPS writes the rules for mailing, in the form of the Domestic Mail Manual (the DMM), you can't learn everything that you need to know from them. We decided that the very best value for our time and dollar was to take The Bennett Group’s 6-day MIEBA Program at the Mailing Training Institute in Rochester, NY. The MIEBA taught us the business of mail, and VISOgraphic continues to receive a lot of good information from the Mailing Training Institute.
Question:
What did you learn from your training at the Mailing Training Institute?
Answer:
We realized very early in our mailing business planning process that the only way VISOgraphic could assure our continued success with established clients was to have everyone on the company team up to speed on mailing. Any weak link in the chain will create customer dissatisfaction. The company philosophy is summed up on a banner that hangs in our production area and reads, “Satisfied Customers Pay Our Salaries”— something that no employee forgets. After training we learned that many areas of our company were now vulnerable if not properly trained:
· Sales; Selling mailing is not the same as selling printing. There are many more subtleties that must be understood to make sure that the customer's needs are met.
· Design; Design to mail. Start with the end result (the mailing) and work forward (to the design). The hottest looking design is useless if the USPS can't deliver it.
· IT/Data Processing; Mail list integrity is everything. Heavy USPS fines ("revenue deficiency assessments" in USPS terms) will be charged if list integrity doesn't qualify for the rates that are being taken. Also, the addresses must be valid and deliverable. If not, unexpected costs will be incurred and the product may not ever be delivered or will be delivered too late.
· Operations; Reprinting is not an option. Mistakes are more costly than ever, especially once they are sent to the USPS. Select new equipment wisely, create and execute processes precisely and pay attention to quality.
· Finance & accounting; What is the appropriate equipment investment and what is the return. What are the accurate costs and what are the fair prices.
· Management; Know your strengths, weaknesses, opportunities and threats. Know when to say "yes" and when to say "no".
· Keep partnering with lettershops in the area for projects that do not fit well at VISOgraphic.
Question:
Did you encounter any surprises along the way?
Answer:
About the only surprise that VISOgraphic has had with the expansion into mailing is a good one. We definitely created more business for ourselves, as expected, but we also created more work for the outside mail shops that we had previously used for all of their finishing and mailing. As a result of our education, planning and analysis process, it was discovered that we could most effectively produce short lead time jobs or jobs of less than 50-75M pieces in house. Longer lead time jobs or jobs with greater than this amount still go to the outside mail shops. The result of a little education and planning: more satisfied customers for everyone!
Question:
Has mailing made a difference for VISOgraphic’s bottom line?
Answer:
The addition of mailing services at VISOgraphic has contributed to our continuing success and growth, including a move in 2007 to a new facility with four times the floor space of our old plant. We are customer-focused and we stay on top of industry trends, which includes one-stop printing and mailing services. You have to follow changes in customer expectations, technology and the business landscape, including the rules of our important business 'partner' at the USPS. We have continually used ongoing education in these areas to help grow our company and it has worked.
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Editor’s Note:
The Bennett Group is offering the next MIEBA (Mailing Industry Executive Business Administration) Program April 14-19 at the Mailing Training Institute in Rochester, NY. Call (877) 743-3379 or >>>> for more information.
Read Mary Ann Bennett’s column about The Economics of Automated Mail >>>>.