From Salvage to Space
Edmund Industrial Optics is a fascinating company, one that started from scratch and has come full circle, from a ricky-tick little mimeographed sheet to a glossy catalog and, recently, a sophisticated Web site (www.edmundoptics.com). Currently, 8 percent of sales come from the Web site.
This company has successfully navigated the reefs and shoals of the highly complex and competitive waters of b-to-b direct marketing. The Edmund Industrial Optics catalog is well worth getting your hands on and studying as a textbook example of high-tech marketing to high-tech customers.
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.
