Who Stands at the Point of Production?

Have you had a productive year? Do you want another one? Look back over the production cycles you’ve performed this year in merchandising, creating, printing and mailing your catalogs. Each part of the process has one or more important points of production. The point of production is the part of the process where the real work gets done — specific items are selected, images are placed beside copy, ink is put on paper, and your catalogs are delivered to bulk-mail centers.

As a circulation director several years ago, I found it very important to see firsthand the points of production. So I made it a priority to visit the catalog printing plant. The factory staffers were very cooperative in explaining each step they performed. In the various offices, I got to see the data-handling and color-separation systems, as well as the proofing and color checking. On the plant floor, every machine from the rotogravure press to the bindery line to the ink-jet addressing conveyor was run by friendly, skilled employees pleased to tell me what they did.

I wanted to make an impression, so I wore a bright shirt with the company logo emblazoned on it and carried a box of imprinted coffee mugs and pens. Each person I met got a smile, a handshake and a “thanks for doing such fantastic work on the catalog” from me. If they didn’t have their hands full, they also got one of the imprinted gifts.

The immediate results were all positive:

* Productivity on the catalogs jumped, and printing costs went down;

* Catalog requests went out faster;

* Last-minute bindery changes were accepted and not charged for;

* Printing spoilage declined so less paper was needed for each run; and

* Ink-jet addressing problems decreased to insignificance.

My first thought was that the gifts I handed out had made a difference, but I was wrong. During a routine call, the customer service rep said she just had to tell me what an impression my visit had made. The staff was happy to do more for my company’s catalogs because I’d made an effort to recognize everyone and thank them for their hard work. The gifts were nice, she said, but a smiling, noncomplaining and thankful customer was such a rarity that people there were looking forward to our next catalog run.

The people who stand at these points of production rarely are in-line to be rewarded if the catalog generates a huge response rate and the company sells all of its merchandise at full price. They’re not likely to be visible to the vice president of circulation and marketing or the printing plant manager. But their work is essential. Our catalogs won’t reach anyone without the help of these key people.

If you go looking for the point-of-production people, you’ll find them hard at work. Let them know you recognize and appreciate their efforts. Recognition is a powerful reward for the folks far from the executive suite. Help them remember your visit with a gift card for a restaurant or coffee shop. Tell them how they helped make this a productive year for you and your catalog. And that recognition will motivate them to help you have an even more productive year next year.

Bill Singleton is manager of analytical services at The Allant Group, a database marketing and consulting services firm in Naperville, Ill. He was formerly circulation director with J. Crew and CDW. You can reach him at (630) 579-3448 and bsingleton@allantgroup.com.