Profile of Success: Built to Last
A hard-working attitude and a desire to create a lasting product keep John Economaki, president and founder of Bridge City Tool Works, at the top of his game
Biggest current challenge: a shrinking marketplace. Economaki believes the decrease in technical education in high schools has reduced interest in avocational woodworking.
How he’s dealing with it: While most of his mailings focus on core customers, Economaki prospects with about 20 percent of his circulation. He’s gotten best response from compiled lists. He also says Abacus has enabled him to profitably prospect. He’s using e-mail marketing and plans to revamp the catalog’s Web site to drive Internet sales.
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