Excerpt from interview…
JDS: How did you get into the business you’re in now? How did the Big Idea come to you?
Joy: When I had my little agency I had this gigantic client that was like 80% of our business. I could see that they were going down so I figured I’d better promote. I saw an ad for a postcard company in a magazine that marketed to the trade only. I ordered some. I got a pretty lousy product and even worse service. I thought to myself I should do this and I’ll be nice to my clients and I’ll make a stiffer, glossier card for less money – and boom! That was it! I basically said to my small group Let’s start a postcard company, we’ll call it PostcardMania – that name rolled off my tongue without even seeming to pass through my brain first! We piloted it for a few months and realized that we had a winner. That was between June and December of 1998. 1999 was our first full year.
Joy Gendusa, chief executive officer of PostcardMania (Clearwater, Fla.), recommended surveying your top 100 customers: Ask them, ‘Why do you prefer this store?’ Look for the common words that crop up. Common words that come directly from your customers – people who you know well – can help you zero in on your USB.
“If you market MORE you will pull in the business instead of those others that aren’t marketing.”
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“The marketplace may thrive on the equal exchange of goods, but a good business needs far more than that in Joy Gendusa’s opinion…”
We cannot reprint the Tampa Bay Business Journal’s entire article, but we can direct you to where you can access the article by subscribing to your local Business Journal.
The Gulf Coast Business Review recently published its annual rankings of the largest companies on the Gulf Coast in their Gulf Coast 500 List – naming PostcardMania again for the second year in a row. PostcardMania was ranked number 300 on the Gulf Coast 500 List with 2007 revenues at $18.81 million. All of the companies were ranked by 2007 revenue (in millions)…
We cannot reprint their entire list, but we can direct you to where you can get your own directory of the Gulf Coast’s largest companies.