Staggering Opportunity
Once they've identified potential direct mail customers, distributors have to understand the value they bring to the table, manufacturers said. Explain to end-users why a more expensive document is better, showing a graph of better response with more targeted mailings.
The mailing program also needs to be sold as a year-long effort, since repetition is as crucial to success as the proper message and target. Distributors report periodically to the president on the value of the program the same as they've previously done with forms management. "The hardest thing is figuring out what to charge; it's a new value proposition," Buck said. "You could charge a percentage of their increased sales in addition to profiting on the printing itself. Create value in the customer's mind by charging for service. Distributors have given away too much for too long."
- Companies:
- FormStore
- Ward/Kraft
- People:
- Lindsay Gray
- Paul Edwards