A Chat With March’s Profile, Martin Smith, CEO of MindWare

CS: At MindWare, how do you locate the prospects to mail to? What’s done to turn these prospects into first-time buyers, into multibuyers, etc.?
MS: I’m not sure that we have any magic secret over-and-above what most direct marketers do in terms of identifying good customers or bringing new customers on the file. I think we do what most other people are doing in terms of continually testing new sources, determining whether there are areas that we haven’t yet taken advantage of, sources that we haven’t yet taken advantage of, in finding productive new customers. I think the trick, and it isn’t a trick, is that the key issues in maintaining the customers are of course the quality of the product and the quality of the service in getting it to the customer. We believe that if we can accomplish those, then I wouldn’t say everything automatically follows, but we have distinctly leveraged our chances of maintaining that customer for the future.