80 Years and Still Going Strong
An eighty-year commitment is nothing to scoff at these days. So, when Joel Wynne, senior marketing manager for Wilmer, Dayton, Ohio, reported that 2006 is the 80th anniversary for the business forms manufacturer, the news was received with much regard, and BFL&S wanted to know more.
According to Wynne, Wilmer first opened its doors in 1926, then servicing the industry by manufacturing what would now be considered antiquated manual business forms. Ever since, the company evolved to meet industry demands and now offers a wide-array of forms products including pressure-seal mailers and related folding/sealing equipment, healthcare claim forms, filing products, security deposit bags, presentation folders, integrated products, three-on-a-page checks, software-compatible checks and forms and one-write pegboard systems.
Road to Success
What did it take to endure in this business over so many years? Wynne attributed Wilmer’s longevity to its ability to adapt to change and to its willingness to develop steadfast ties with distributors and end-users. He said Wilmer developed a niche in the small- to medium-size business markets and has come to understand them better than less experienced manufacturers.
Another key component to Wilmer’s longevity is the experience of its people. Doug Apple, director and general manager of Wilmer, stated, “The average tenure of the Wilmer employee is more than 15 years. This gives Wilmer unparalleled experience in sales, customer service, marketing and manufacturing. We also employ more than 20 inside customer service people to assist with questions related to pricing, security features and/or rushing orders through the plant, as well as 10 sales representatives working in the field with distributors.”
Such tandem operations would occur in cases where pressure-seal documents and equipment would be sold, during which time, said Wynne, a Wilmer representative would demonstrate how a pressure-sealer machine operates to the end-user.
“We will help sell in this situation because it is more difficult than taking a stock envelope order, for example,” said Wynne. “If a distributor is not familiar with the machine or process, the Wilmer sales person is there to help.”
Wilmer’s commitment to the success of its distributors, as well as end-users, is also evident in its effort to provide distributors with materials that make business transactions less complex and more informative. Wilmer does this by allowing distributors to brand Wilmer’s marketing materials with their own names.
“We also introduced the Wiltrac system this past year. So, no matter how distributors order—whether via fax, e-mail, phone or handwritten on a napkin—they can go online and track shipment details, freight amounts and other information based on the dates of the order. It’s very convenient and efficient,” said Wynne.
New Arrivals & More
Beyond relationships, Wilmer continually offers innovative products to meet modern demands. When asked what the company’s newest offerings were, Wynne identified PSMailers as Wilmer’s fastest-growing product right now, with four new pressure-seal machines rolled out in the past 18 months.
One of those machines is the Wilmer ISM—a folder/sealer designed specifically for small businesses that process as low as 6,500 documents a year. The ISM is touted as being the most cost-effective folder/sealer on the market that small businesses can justify purchasing.
“Five years ago, companies would need to process 50,000 documents or more annually, to justify purchasing a $10,000 piece of equipment. This one sells for less than $2,000,” said Wynne.
With a price tag like that, Wynne said small schools can afford to use a pressure-seal solution for report cards and various other educational documents. This saves smaller institutions time and frustration, relieving staff from hand-stuffing envelopes. In addition to schools, Wynne said all types of small businesses would benefit from the new, low-volume PSMailers equipment.
Currently, PSMailers documents and equipment account for approximately 15 percent of Wilmer’s overall sales.
Other new Wilmer products include the thermochromic ink and coin-reactive ink check security features on its software-compatible checks, HIPAA forms and products, additional PSMailers folding/sealing equipment, presentation folders, integrated products and laser sheet labels.
Wilmer is also proud to provide controlled substance prescription pads with security measures required by some states. According to Wynne, Calif. and Fla. require pre-approval on security features, while Ind., Ky., Maine and W. Va. have specific security requirements without pre-approval.
“What is unique about our entire product set is that we service a wide array of industries, including quick-service restaurants, churches, school systems, CPA firms and large manufacturing facilities. Really, we cover the gamut of both general businesses and non-profits,” Wynne commented.
Wynne also recognized certain products on the decline, particularly one-write pegboard systems. “I see the industry trend going more toward technology and certainly, paper is declining, but I don’t see paper—or for that matter pegboard systems—disappearing anytime soon. It is just that the pegboard is one of those products for which we were most noted a decade ago. However, it is still strong in the health-care market for receipts and superbills, as well as general business for disbursement checks.”
Having been in the business for 80 years now, Wilmer is pretty good at predicting just how long some products will stick around and which products are necessary to bring on board to keep end-users satisfied. The company also believes in maintaining strong relationships. That’s why Wilmer promotes trust, consideration and respect in its marketing. Such attributes, said Wynne, help to elevate the nearly century-old company above new players in the field.
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