Starting anew

Starting anew

STRATEGY by Dave Szymanski | Tampa Bay Editor

Oldsmar-based Genesis Direct has invested in technology to help clients get more for their marketing dollar by reaching the best customers.

Success in the direct mail business used to be measured in pieces. If a direct mail company pumped out more pieces of mail each year, it was happy.

Today, success is about getting more customers for clients. Pieces aren't valuable unless they are helping clients get more customers and increase their revenues and profit. And customers want to mail less but get more response from those that receive mail.

"When we talk to clients, we're talking about programs," says David Comar, vice president and one of the founders of Genesis Direct, a 12-year-old direct mail company in Oldsmar. "We're working on a program to maximize the customer base. This used to be where the future lied. Now it's where the present is."

This change is part of the story of Genesis, which has grown from a start-up mail production facility in 1995 to a full-service, integrated direct marketing company.

Today, Genesis is a multi-million-dollar business spread over four buildings operating around the clock, six days a week, employing more than 100 people producing 120 million mail pieces per year. It has small and large clients, such as Sears and GNC.

Technology has allowed Genesis to reinvent itself. One of the fastest-growing areas for Genesis is managing databases for companies. With new software, Genesis can use databases for customers to better plan direct mail campaigns.

It also does data mining and strategic planning for clients, seeing how direct mail fits into the other plans for their media budget. New software allows for smaller, more targeted mail campaigns and hopefully better response from those receiving the mail.

"Different people respond to different stimulus," Comar says. "Companies use email, radio, newspapers and TV. We use captured data and target clients' customers. We feel it maximizes clients' marketing budgets.

"For some companies, direct mail doesn't play a part," he adds. "We understand that there needs to be full integration of marketing tools. We can speak that language. Integration of all of those tools makes us successful. We work in that arena. But we're not an ad placement firm."

This strategic, holistic media approach is what sets Genesis apart from its competitors, Comar says. It is also expanding its services. For example, it has a staff of five employees that work on creative campaigns for clients. However other competitors, especially larger ones such as Largo-based Valpak, have also evolved.

"It makes sense for us to offer integrated solutions," he says. "We want to be a part of these solutions."

Genesis has also tried to put a priority on customer service. It has two sales representatives and 17 employees in client services.

"My partner and I are sales folks," Comar said. "The passion trickles down."

Before Genesis, Comar worked as a sales representative for Xerox and for Bay Center Corp., a direct mail production facility.

Genesis has also invested in four-color digital printing at its headquarters so it can change the message on mail quickly and more easily to personalize direct mail to more specialized mailing lists.

"It not only involves changing messages, but also different graphics based on targets," Comar said.

The evidence of the growth at Genesis Direct lies south of the company's Oldsmar headquarters. In Tampa, on Waters Avenue near the Veterans Expressway, land is ready for the direct mail company to break ground on a 58,000-square-foot company headquarters.

With room to grow, the new facility will feature expanded office space for administration, production, data services and sales. Production areas, climate-controlled warehousing space, private loading docks and secure data storage facilities are also part of the design. The company hopes to begin construction in the fall and move in next summer.

Comar, 49, moved to the Tampa Bay area 20 years ago. A New Orleans native, he still has season tickets for the New Orleans Saints. He is also a Tampa Bay Buccaneers season ticket holder.

Comar and company President Ron Diehl founded Genesis. The name symbolizes a new beginning for companies using direct mail. A new approach, Comar says. Diehl serves as president and manages the extensive production services and administrative sides of the business. Comar serves as vice-president and company visionary while overseeing all aspects of sales and client services.

Genesis gets about 80 percent of its clients through referrals. About half of its 50 clients are in Florida. One of its largest is in California.

Looking to the future, Comar sees the company's growth to continue to be in integrated solutions, which include its direct mail, database services, strategic support and creative design.

"We want to be measured by the value that we bring to our clients," Comar said. "Value enhancement. We want them saying we are a direct marketing resource."

What would Comar tell other Tampa Bay area executives on how to be more successful? Stay involved with employees.

"Make sure the principles you used, instilled in the company from day one, are maintained," Comar says. "The folks you hire, they have to understand, execute and treat customers the same way you do."

AT A GLANCE

Genesis Direct

Headquarters: Oldsmar

Founded: 1995

Employees: 105

Business: Direct mail marketing

Revenue growth: 25% a year for the past four years

Key executives: partners David Comar, vice president; and Ron Diehl, president

REVIEW SUMMARY

Company: Genesis Direct

Industry: Direct mail marketing

Key: Offer clients integrated solutions to reach their target customers.