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Aim for the Bullseye
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COMMENT ON THIS ARTICLETo appeal to promising business niches, Michael Kuzma, former vice president of marketing at Anatomical Chart, in Skokie, Ill., started with a highly targeted campaign.
Kuzma mailed a special offer for Anatomical's teaching posters to 9,000 bookstores and followed up with calls to attractive subgroups (such as college bookstores). He limited the trial to what his company could handle without extra hiring by training his top 3 (of 14) customer service people to work the phones a few hours a day. "A good customer-service person is a telemarketer," Kuzma said.
Their efforts brought in hundreds of qualified leads and landed nearly 100 bookstore accounts. Each store placed an average order of $150 with Anatomical, a 65-employee company that designs and prints anatomical educational aids. Within three months, Kuzma had covered his promotional costs and then some. Even better, Anatomical acquired what are likely to be long-term customers. "Once our display is in the store, it will be there forever, and the stores come back for refills. The lifetime value of the customer is the key," he concluded.
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