As part of Print & Promo Marketing’s ongoing feature, Executive Perspectives, we get to know leading professionals in the print and promotional industry. This month, we interviewed Christa Martin, president and founder of Addressed for Success, Cincinnati, Ohio. Here, she talks about her career path, gets candid about industry challenges, and explains how election season impacts her business.
How did you get started in this industry, and what path did you take to land in your current role?
Christa Martin: I founded Addressed for Success at a time in my life when I was looking for a way to support my family and also raise my children. I actually went to the library and checked out the book “101 Home-Based Businesses.” I found two that looked interesting and then I checked with the yellow pages (yes, it was THAT long ago) to see what the competition was like for each business. Direct mail services was the winner, and I thought up a name that would list me first in the phone book.
How do you set goals for yourself? For your business?
CM: I enjoy a challenge, so I am always striving to add a new customer or provide new items to our current client base. It’s very rewarding to start by printing postcards for someone and then get asked to also provide their employee tote bags, notepads, or convention giveaways.
How does the economy continue to affect the industry?
CM: The economy affects direct mail in two main ways. Because the nonprofit sector is a large proponent of direct mail, as times get tougher for families and the American people, nonprofits will use more mail to try and raise more funds and larger gifts to keep their services available — even when facing an increased demand for those services. Secondly, when small businesses are facing increasing costs for basic raw materials and supplies they need just to survive another month, they do less direct mail.
What do you expect to be some of the biggest changes or challenges the industry will face?
CM: One of the biggest challenges will be how direct mail companies continue to justify their benefit as postage costs continue to rise. The bottom line is that direct mail works. However, since we have to rely on our customers to share the response rates, or gift results, etc., it becomes harder to quantify the successes of each campaign.
What keeps you up at night?
CM: October through December literally keeps me up at night. We work almost around the clock on political mail campaigns during election season and then roll right into end-of-year campaigns for nonprofits. Q4 is a very busy time for direct mail!
What do you think is the most exciting, cutting-edge thing your company is doing right now? Why?
CM: Thinking of new ways to reinforce how valuable it is to work with a local provider. Yes, a customer can probably always find a lower price from some place online, but a trusted local provider that you can pick up the phone and talk to, or meet with face to face, will care more about the integrity of your address list, suggest ways to control costs, and provide a higher-quality end-product that will represent your brand in a very positive light.
What would people be surprised to learn about you?
CM: I am a cruise addict. Because of the limited vacation time that owning your own business allows, I like to have a big boat take me from place to place, so I can see the world. Bon voyage!
Want to be considered for a future edition of Executive Perspectives? Contact Brendan Menapace at [email protected] for a list of questions and other details.
