Reach the Right Audience — Sherburne

Happy Returns

ImageMark has been able to deliver an average of a nine-to-one ROI for these programs. In one recent case, the ROI was an astounding 25-to-one! That is to say, for every dollar the orthodontist spent on a direct mail campaign, he received $25 in revenues. Not bad. Who could say no to that?

In putting this program together, Payne has met the key requirements for the marketing executive by: understanding the client’s business, industry, products and needs. He is focused on their industry, providing ideas and recommendations via the design of postcard templates and brochures. ImageMark is making access easy through a Web-based application and delivering a clear ROI analysis, ensuring that orthodontists will continue to use the service based on positive past experiences.

And with proven results like these, price—while always a consideration—is not going to be the driving factor in getting orthodontists to adopt these programs. As a result of this type of approach to the customer—embodying responsiveness to the marketer’s needs—ImageMark annual sales have grown from $250,000 to nearly $2 million since Payne acquired the company. And he has done it by implementing tools and technologies that are readily available in the market.

The ImageMark example demonstrates that you don’t have to be an RR Donnelley to meet the needs of marketing professionals, and that solutions don’t need to be large and complex. It is simply getting out there and talking to marketers in your client accounts, taking the time to understand more about their business objectives and ways you can help them achieve those objectives.

Take a page out of ImageMark’s book and grow your business by helping your customers grow their’s. Find out how the needs of your clients’ marketing executives compare with those outlined in the Targetbase research. Develop innovative business communications solutions that help them achieve their objectives.