Turn Threats into Opportunities
Ironically, I feel the major cons associated with our industry have in fact provided additional pros for distributors. Possibly I am overly optimistic; however, I feel the industry has provided--and continues to provide--a dynamic marketplace for those who invest their time, money and efforts.
Our traditional business has matured at such a gradual pace that those who invested in keeping themselves informed and up-to-date found many other product lines to complement their traditional business. This process actually strengthened many distributors by diversifying their revenue streams into various categories. These product lines can provide profits even when the traditional product line volumes are eroding, specific industries have downturns, or the overall economy falters.
Our industry continues to provide exciting opportunities (and profits) for those who seek them.
Randy Eubanks
Vice President of Sales/Owner
Suncoast Marketing Inc.
Fort Lauderdale, Fla.
Australian for "Success"
In Australia we share many of the U.S. industry trends. Several directs have merged or gone under, and many distributors have stagnated or worse.
Trackmedia currently is enjoying strong growth after a period of lethargy. Rationalizing success sometimes is harder than dissecting failure, but I feel the reasons for our good fortune are fourfold:
1. During our recent 2-year investment in e-commerce technology, we toured the world and tested 35 packages before building a hybrid of several systems.
2. We launched an aggressive (and targeted) sales and marketing campaign.
3. The staff became educated in IT, commercial knowledge and industry trends. There is no substitute for intelligent staff.
4. We provided customers with a complete product range from business cards to annual reports, including design and fulfillment services.
The result is the signing of several blue-chip accounts and a strong future for the business in both forms and color work.
Neil Armstrong, CDC
General Manager
Trackmedia
Sydney, Australia
