Page 48 - Demo

64 NO B.S. Direct MarketingSECTION 1 / FOUNDATIONto, starting by playing small ball. I%u2019d like you to talk a little bit about the way you started these businesses, such as the Juiceman.RICK CESARI: We started the Juiceman business in 1989, and in three-and-a-half years we grew the sales from zero to $75 million. I found Jay Kordich, the inventor and personality of the Juiceman, at a small, local consumer show%u201410%u2019 x 10%u2019 booths, people selling products. All the booths had one or two people, but this one booth had a crowd, 50 people gathered. Jay was there, talking about the HEALTH%u0003BENElTS%u0003OF%u0003JUICING%u000c%u0003DEMONSTRATING%u0003HIS%u0003MACHINE%u000c%u0003AND%u0003HE%u0003HAD%u0003people captivated. I talked with him and found out he was living on the road, working these kinds of shows, state fairs, that sort of thing all over the country, selling a lot of juice to groups. I%u2019d already BEEN%u0003IN%u0003THE%u0003DIRECT%u0003MARKETING%u0003lELD%u0003A%u0003LONG%u0003TIME%u000c%u0003AND%u0003)%u0003WAS%u0003SURE%u0003THAT%u0003we could take what he was doing on this small level, move it to media, and build it into something a lot bigger.DAN: I think it%u2019s important I point out: Jay had a small business, reaching small numbers of customers, by successful direct selling. With direct marketing, you could basically multiply him with media. The reason I push owners of businesses thought of as ordinary to move away from traditional marketing to Direct Marketing is that they can multiply what they do successfully one to one into one to many with media.RICK: That%u2019s right. But we didn%u2019t run out and make TV infomercials immediately. We made calls to get Jay booked as a guest on local RADIO%u0003 AND%u0003 46%u0003 SHOWS%u000c%u0003 TO%u0003 TALK%u0003 ABOUT%u0003 HEALTH%u0003 AND%u0003 JUICING%u000e%u0003 /UR%u0003 lRST%u0003breakthrough came on a New York station, on a local morning show. Jay was on for 20 minutes and told people, if they would send in an envelope with a dollar, he%u2019d send them healthy recipes. I was told