June 5, 2002
I've been asked to provide a reference for Fred Coon. I believe Fred is a very
accomplished marketing professional with a wide array of experience, particularly in the
areas of database and direct marketing. Perhaps the best way to describe his ability is to
cite a specific example of results he and his company, Direct Marketing Services,
achieved for me.
When I met Fred, I was (title) for TourchHold Corporation, a start-up dot.com company.
We had recently hired a sales force to handle inquiries, but our media advertising wasn't
working. We needed to quickly generate inquiries. Fred developed a highly targeted
direct mail program using both postal and email, delivering messages containing a
specific offer to incent response and providing several convenient ways to respond. We
literally began to get responses the same day the campaign dropped. The combination of
postal and email provided both immediate and ongoing sources of inquiries. The
program resulted in 1,120 postal inquiries at a cost of $84 each, and 1,764 email inquiries
at $64 per inquiry, compared to a cost of over $1,200 each for the few inquiries generated
through media advertising.
This is just one example of many inventive and successful direct marketing programs
Fred developed and implemented on our behalf. I'd encourage you to give him the
opportunity to achieve the same kind of results for your organization. Please contact me
at 480-283-6234 if you would like to speak personally.