Nuts 'n Bolts 5-Min. Interview with Alex Geidt, Working Assets
Target Marketing spent a few minutes on the phone with Alex Geidt, marketing director, Working Assets, the long distance provider that donates 1 percent of customers' monthly charges to non-profit organizations. We were curious as to how the company, known for its support of progressive political causes, was enduring tough economic times and, for it, an adverse political climate.
Target Marketing: From a direct marketing standpoint, how is Working Assets enduring these tough economic times?
Geidt: It's continuing the path that we have been on, being smarter with our data and our segmentation, as well as continuous testing. [We're] using more data mining, modeling, and not only learning from what we've done in the past, but trying new models and going back and looking very much at the basics, like simple segmentation we can do that maybe we haven't done in a while.
TM: When the economy is down, donations to non-profits dry up early on. Does this play out well for Working Assets, at least from an acquisition standpoint, in that people who now can't afford to donate can contribute by using the phone?
Geidt: That's always been our core marketing statement. ... More than ever, especially in today's political and economic climate, we're trying to keep that message out there and really focus on it.
TM: Do you budget more money for testing?
Geidt: No, we've always based a lot of our strategy on testing. We're just emphasizing ... not so much within budget, but with internal resources, prioritizing things. In this climate, there is no resting on your laurels. If you have a test that works well, you may roll it out, but you'd certainly better test even when you're rolling it out.
TM: Do you soften your messaging at all?