Two Brothers are Rocking the Print Market

One was a singer with a New Wave band and plays guitar, the other sings and writes songs. However, Laurent and Thierry Charliot from Montaigu in the west of France are not just brothers and passionate musicians - they are also talented businessmen who are achieving continual growth for their print shop "Imprimédia" through their unusual ideas.

The ladybug that adorns the Imprimédia logo is more than proving its worth as a lucky charm. The family-run business was established in 1978, and Thierry and Laurent Charliot have been at the helm since 1995. Since then, the print shop's headcount has risen from three to more than 20. Even more astonishing than the rapid growth is the way it has been achieved. Their incredible success lies in the fact that: "We don't limit ourselves to printing paper. Instead we supply our customers with printed communications with the aim of raising their profile and boosting their business success," underlines Thierry. It is with this aim in mind that the Charliot brothers have gradually expanded their business.

Visible creativity
"We don't just implement our customers' communication policies - we provide consulting services from the outset to decide which strategy will bring the optimum benefits. Creativity is the key," explains Laurent. That's why Imprimédia has set up its own small advertising agency including web design services. The five employees cover all the bases including editorial work, graphics, and layout. They also design logos and manage complete marketing campaigns and cross-media projects.

On the look-out for sponsors
The Charliot brothers attach great importance to sport and culture. Events in both these areas provide an excellent advertising platform for existing and potential customers. This was the inspiration behind the company's second line of business - sponsor acquisition. "The "Festival de Poupet" in western France sees stars like Lenny Kravitz and Joe Cocker take to the stage. Each year, we secure 30 percent of the financing for this event through sponsors. Without these sponsors, it would not be possible to hold this popular music festival, which draws in crowds of around 40,000 each year," explains Thierry. Of course, Imprimédia doesn't provide this service purely out of the goodness of its heart. The company produces all the print products, taking in jobs for everything from tickets and programs to posters.

Free magazines
Today, the duo also produces a handful of free magazines that they publish themselves. These products are financed by advertisements and the sale of advertising supplements. One of the free magazines ("Nantes Sénior") is a culture and leisure guide for elderly people in the city of Nantes, which is published every two months with a total circulation of 35,000. "Magazines are our core competency, because they make full use of our skills - from design, layout and editorial work to printing, advertising sales and distribution," says Laurent.

"ChaChaCha Editions"
The most recent addition to the business was a publishing house for art prints and posters, which was founded in 2003 and sold for a profit in 2008. "We decided to try our hand at this line of business, because we like art, but also because we were impressed with the excellent profit margins. If you compare the cost prices with the sales prices, it is a very lucrative business," explains Thierry.

Your activities increase the popularity of Imprimédia. What else do you do to win new customers and boost customer loyalty?

Laurent (left): Twice a year we invite customers to attend workshops at our print shop. This is an opportunity for them to get the low-down on the latest trends and to experience the fantastic atmosphere at our company.  This helps us foster emotional ties with our customers. That's why we also publish a list of our favorite songs  on our website.

You are also committed to corporate social responsibility. Is this linked to your business?

Laurent: We place great value on social and ecological responsibility. We were the first "green print shop" in the Vendée, for example. We print with plant-based inks and use only recycled paper or paper from sustainably managed forests. Thierry: Running the print shop is not just about turning a profit - it is also important to take on corporate social responsibility. We help organize the annual benefit concert "Rockeurs ont du cœur" (Warm-hearted rockers) in Nantes for example. What makes this event special is that anyone coming to see the show has to bring a new toy worth at least Euro 10 - that's the cost of admission. The toys are then donated to children in need. We have made a lot of new contacts through music that sometimes bring in new business. However, the price is still the deciding factor.

Why are you involved in the industry association ImpriFrance?

Laurent: ImpriFrance is an excellent information platform for trends and technologies. It also shows customers that our products are of the highest quality.

What is your next project?

Laurent: I am writing a second book about rock which is due to be published at the end of 2010. My first book about rock in Nantes sold 3,500 copies.

Thierry [laughs]: I've started to write songs. So I hope to write and sing my own album. It will probably be finished in... 2019.