Direct mail works! Sounds old-fashion? Today, it's retro! |
You could send a postcard every month!
Carlsbad, California: Can an entire industry, the business of performance management, be reduced to a postcard? Can the deep study of kaizen and the work of business gurus like Peter Drucker be reduced to a link?
The quick answer is, "Yes."
This is another episode about the American Dream. It is the dream of everyone to be economically independent. It takes work, thought, integrity and tenacity. Though he started off life as a photographer with no special privileges, his father, a cabinet-maker (sole proprietor), gave him very good advice.
Meet Steve Hoffman, founder of Modern Postcards.
He was smitten by process control and the theory of constraints. How can you get 32 postcards on one sheet of paper and maintain quality? That's California kaizen. When we taped this story, Modern Postcard had 250 employees producing over 100 million postcards a year for some 150,000 customers.
Go to all the Key Ideas and Videos for this episode...
About The Stars of this Television Show
All the people who appear as the stars of this television show are recommended by their community for their integrity and by their industry for their creativity and courage. Our national sponsors -- from IBM, USPS, Verizon, Microsoft, D&B, SAIC, Travelers, Business Week, and many others -- have paid for everything.
Nobody can pay or has ever paid to be on this television show.
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And, you know retro is always in. Just think about your own experience. If you get a handwritten note in the mail, it is a treat. If you get a postcard, you always look at the picture and generally glance at the message.
If the picture is good, you read the message. If the picture is really good, you might even tack the postcard on your bulletin board.
At one time direct mail was expensive, not for the cost of postage, but for the cost of labor to manage and sort it all properly. Today, there are thousands of businesses that have jumped in to help. They make it easy and, with a business like Modern Postcard, they make it inexpensive, too.
Think about the images that communicate your mission, products, and vision. Think about a tight message. Try it, but track it!
Direct Marketing can help take you global quickly.
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Meet Marty Edelston, founder of Boardroom, Inc.
Marty is "the Patron" of direct marketing. He developed the largest subscription-based newsletter in the world. His wisdom is legendary. (All the video)
Key Question: How do I start a business?"
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Meet Harry Rosenthal, a direct mail genius.
Robert Redford asked Harry to help him launch Sundance Catalog. His challenge was to work Redford's rather controversial brand as this business centerfold. He did it, and he set this catalog on a firm foundation for sustainable growth. (All the video)
Key Question: What is a path for growth?
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Buy a franchise; you'll get a community to help. Meet Don DeBolt, former CEO of the International Franchise Association. He introduces us to FastSigns, Auntie Anne's Pretzels, and Tires Plus. They all did very well selectively franchising their business.
Key Question: Can my business be my legacy?
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There are many ways to sell your business.
Here are four stories to review:
1) eight pointed ways to exit your business with money
for your sweat equity and intangibles (all the clips),
2) sell employee stock options (all the clips),
3) sell to someone like you (all the clips), and
4) sell to a publicly-traded company (all the clips).
Key Question: Who is the best buyer?
Prior homepage (you can go back several seasons)
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