Direct marketing works... but watch those key ratios carefully. |
He started this business in junior high! ![]() Ottumwa, Iowa: Scott Mooney, the founder of Country Supply, has something to teach us. Scott' s town of less than 40,000 people is a solid hour south of Des Moines yet he has over 450,000 customers. He is a "country" man. His business supplies people who love the country lifestyle. His customers are from all over the country and from many different countries. When we taped this story, this business was generating over $17 million in annual sales. To be in business, database management is a must. Yet, in today's world, knowledge management tools are also needed to mine that database; it is essential to being a sustainable business. As you would imagine, Scott learned a lot on the job. He had grown his business to about eighty people. They did everything and it was exhausting. He just about burned out when he learned about outsourcing -- "do what you do best and find somebody else to do the rest." After researching and interviewing he chose the Stark Brothers Fulfillment Services in "his backyard" about 100 miles south in Louisiana, Missouri. By having Stark's specialists focus on his orders, inventory, shipping, and first-line customer support, Scott and his people had the freedom to focus on their core competencies. Since the taping of this episode of the show, Scott sold his company to a global business. He got that unexpected knock on the door and an offer he just simply could not refuse.
|
|||||||
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 you generate new business with direct mail. Think about a piece that communicates your mission, products, and vision. Think about a tight message. Try it, but track it! Direct Marketing can help take you global quickly.
|