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Clearwater-based direct mail and marketing firm PostCardMania had a week for the ages in late February, but founder and CEO Joy Gendusa didn't celebrate for long.
The week, Feb. 25 to March 1, produced $630,000 in sales — which bested the last week of December 2010, when the company hit $530,000 in sales. While 2013 has been good, Gendusa says the pop somewhat surprised the 200 employee-firm. It had been in $350,000-a-week territory in sales before the surge. “It was really crazy,” Gendusa tells Coffee Talk. “We were really just over the moon about it.”
But like any good entrepreneur, Gendusa soon moved into what-to-do-next mode to maintain, or even beat the record. She met with sales staff and other top executives at the firm to come up with a plan. One strategy was to continue to plug the firm's proprietary Direct Mail 2.0 program.
That program, which the firm uses both internally to target and retain customers and externally for clients, combines printed postcards with Web trafficking software. The program allows clients to track postcards and potential leads for clients. Says Gendusa: “It positions us as different from our competitors and more sophisticated marketers.”
Gendusa says several other factors led to the $630,000 sales week, in addition to Direct Mail 2.0. The firm held a client appreciation event the previous week, for example, and that brought in new business.
Sales in the weeks since then have been strong, too, in the $450,000 range, and Gendusa projects the company will hit about $26 million in annual revenues in 2013. That would be another record. “We always expect to beat our highest ever,” says Gendusa. “We are a company full of optimists.”
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