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| 100 Words or Less: How did you identify marketing services as a new business opportunity?
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May 1, 2007 12:00 PM
" In 2005, we experienced 40 percent growth, but it
took extensive research and planning. In 2003, our market research
showed clients preferred to deal with as few vendors as possible. Marketing
divisions were experiencing layoffs that forced those remaining to get more
done with less, while upper management was demanding ROI. We
determined measurable marketing ROI could be achieved by leveraging
technology that traditionally was accessible only to larger companies. In
January 2005, after spending 18 months building a technology
infrastructure, we began offering marketing implementation services such
as automated campaigns, collateral management, direct marketing,
graphic design and promotional products."
− Jeff Bradford, president,
Cross Media (Dallas) |
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