From Salvage to Space
How Edmund Industrial Optics found its focus
It occurred to him that other camera buffs may be in the same boat, so the fledgling entrepreneur created a small kit of five lenses and offered them for sale under the name Edmund Salvage. His marketing techniques included a catalog printed on mimeographed sheets and small space ads in Popular Photography, Popular Science and Popular Mechanics magazines.
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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.
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