Profile

Accu-Cut Systems is a manufacturer of hand-operated die cutting machines and steel rule dies. The die cutting system cuts anything paper can cut, and is used for making room decorations, scrapbooking, crafts and quilting. Accu-Cut had been selling its products nationally to two markets: education and crafts.

Situation

Accu-Cut had entered the crafts market several years ago, and since there are less than 5,000 small, independent craft stores in the United States, there was little room for growth. In order to expand the customer base, the company needed to gain recognition and penetrate new markets.

Solution

The marketing manager identified two new markets: eldercare facilities and small photo studios. The infoUSA representative identified the size of these markets by assisting in choosing SIC codes. The eldercare market included nearly 50,000 facilities and was growing by 10% a year. The photo studio market consisted of approximately 30,000 small shops nationwide. These markets were large, yet unfamiliar with Accu-Cut’s products. The company needed to get the word out about its products to these potential new customers. infoUSA provided both lists and updates for each of the new markets. A succession of self-mailers was sent to the elder care market. For the photo market, the country was split into two, and postcards were mailed to photo studios east of the Mississippi prior to a tradeshow in Orlando, and west of the Mississippi prior to a tradeshow in Las Vegas.

Results

Response rate for each of the first three elder care mailings was 3%. This is quite impressive for a new market. The photo studio mailings were enormously successful! Many attendees said they received the direct mail postcard and it was the push they needed to attend the show.