Direct Mail Company - Recession Era Case History
Surviving a recession and prospering on the other side is tricky. For one direct mail business, making that jump took a lot of hard work, and help from LeadGen.com, but it paid off. Find out how they did it.
The Rest of the Story...
If there’s one thing you can guarantee in a recession, it’s that some businesses, and some
industries, won’t survive, But that doesn’t mean you shouldn’t go down fighting. What
matters is that: 1) you do whatever you can to survive, and 2) you figure out what kind of
business you need to become in order prosper when the recession is over.
Surviving a recession and prospering on the other side is tricky. You have to keep
generating revenues using your old business model, while you figure out a new business
model that’s going to work in the new economy.
Some say it’s like trying to get to second
base without taking your foot off of first. Or like changing the tires while the car is still
moving.
For one company that happened to be in the direct mail business – which was basically
the 2008 version of selling buggy whips – making that jump took a lot of hard work, and
help from LeadGen.com, but it paid off.
The most important element in the company’s survival and ultimate success was the
owner’s recognition that, while their historic strength was in producing direct mail, that
was just a medium. Their ability to write effective content (which, in the direct mail
world was referred to derisively as “copy”) was a hidden and latent strength that could
be leveraged in the emerging digital world.
The strategy we created was to reach out to their traditional prospect base, but also to
simultaneously look for the nascent digital departments and try to get in there, too,
which we did over 100 times. Bringing the two groups together not only provided an
added value to the prospect, but it opened the door for the client to position themselves
successfully in a growing market.
And that’s where they are today – a leading content provider in their industry.
Did you know that LeadGen.com does more than just generate leads?
LeadGen.com is the "One-Stop Shop" for all your sales and marketing needs.
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