A Road to Success
In 1999, the company expanded into the Porsche business by acquiring the P.B. Tweeks catalog with its 20,000 customers and like number of SKUs.
The Business of Branding
In 2003, Yager realized that his company’s multiple names — Mid America Direct, Tweeks and The Real Source — were confusing to his customers. Indeed, customers were refusing to pay or questioning their invoices, especially Porsche and Volkswagen customers who were getting invoices from Mid America Direct. In the post-9/11 era, some customers even refused to accept delivery of a Mid America package if they had ordered from Tweeks or The Real Source.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
