Marketing Expert Asked to Speak at PIA/GATF Panel to Printing Industry

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CEO PostcardMania speaks to printers at the Printing Industries of America and the Graphical Arts Technical Foundation (PIA/GATF) Conference in Detroit about handling change within an organization.

Joy Gendusa, CEO of PostcardMania -- the leading direct mail marketing firm in the nation -- recently spoke to an audience of printers about leading their companies through change. The panel discussion was held in Detroit, Michigan, on 19 October at the PIA/GATF Workflow Conference. Joining Gendusa on the panel were three other experts in the field: Mike Murtaugh of MJM Graphic Communications; Marty Stadtmiller of Edwards Brothers and Joseph Makarewicz of Offset Paperback.

Joy Gendusa, part of the small percentage of women that constitutes the printing industry, started out in the marketing industry before branching out into print. At the point she stopped farming out her printing and purchased the necessary press and pre-press equipment to manufacture in-house, she became part of that small percentage.

Gendusa is known for her marketing expertise. With this knowledge she specifically enjoys helping businesses -- including her own -- earn the income for expansion -- an atypical idea these days, when most would rather borrow money or rely on investors. When it came time to purchase her facility, presses and all the other equipment needed to print in-house, Joy found a creative way to raise the capital.

In the panel discussion at the PIA/GATF Conference, Joy Gendusa discussed how she sought out and acquired an Industrial Development Bond (IDB) that enabled her to make the transition from broker to printer. This enabled Gendusa to be in total control of the direct mail process from beginning to end, hire additional staff to increase quality of service and campaign results, plus increase her company’s speed of delivery.

“Because I got an IDB, I could take up to 18 months to spend the money and pay only the nominal interest each month (approx 3%) which gave me the luxury of truly evaluating all the existing equipment options out there before choosing,” Gendusa said, “Plus, an IDB allows me to have better cash flow than more typical bank loans while keeping my company 100% mine.”

Along with the little-known funding option that Gendusa acquired, another point that the printers found interesting was her ‘Zero Tolerance for Office Politics’ Policy. The majority question directed toward the panel by the printers in the audience was how to get their employees to embrace changes and not resist them.

“Avoiding office politics is vital in growing a company and leading it through change,” Gendusa said. “There are enough barriers to overcome in business than having to worry about unnecessary trouble within -- it’s infectious energy and I don’t tolerate it -- it’s one of the points that keeps my business running as smoothly as it does.”

About PostcardMania:

Hailed as one of the 500 fastest growing privately-held companies in the USA by Inc. Magazine, PostcardMania was founded by Joy Gendusa in 1998, her only assets a computer and a phone. Today they are on a $15 million revenue run rate and employ over 135 people. PostcardMania was the first full-service postcard direct-mail marketing company to market to general businesses nationwide and help them expand through the use of direct mail marketing techniques. Their services include graphic design, printing, highly-targeted mailing list acquisition and mailing services with free marketing advice. Visit their web site at http://www.postcardmania.com.

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Karla Jo Helms
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