Whatever Works: Where Product is King
The partners preside over five businesses comprised of a group of brick buildings cluttered with merchandise, raw materials and a fascinating collection of Rube Goldberg machines that manufacture and package product for their various businesses (e.g., holiday decorations for Las Vegas hotels and department stores, footcare products for the retail trade and a slew of proprietary items that are wholesaled to other catalogers).
What’s more, if a client asks for a product, the company often can design and manufacture it and have 22,000 pieces out the door in two weeks. “We’re TOADs: We can Turn On A Dime,” explains Brown.
What shines through is the fun these people have coming up with new ideas, making profits and playing off one another. They really love what they do, and they love one another. And the joy is not confined to the partners. About half of the 100 employees have been with them for more than 20 years. Indeed, Whatever Works and its associated companies truly are one big happy family. Denny Hatch, contributing editor, consultant and freelance copywriter, is the author of the books “Method Marketing” and “2,239 Tested Secrets for Direct Marketing Success.” He can be reached at www.methodmarketing.com or firstname.lastname@example.org.
WHATEVER WORKS LIST
Total buyers: 138,744
Last 6-month buyers: 26,601
Credit-card buyers: 66,442
Average unit of sale: $67
List Manager: Venture Direct. Contact, Tracey Bausano (212) 655-5196, and Sharlene Palmgren (212) 655-5175