Interview with Grant Wickes, V.P. ofMarketing, Wasp Barcode Technologies
You just recently announced strong revenue & earnings growthin the first half of 2008 including impressive numbers for therecent second quarter verses last year and this during a sloweconomy. What is driving this growth?
I think the growth is driven by two things: continued executionand targeting an underserved and under-adopted market.
First, for us as a company it’s all about consistent execution in marketing and sales. For
example, most of the work that we did for the website and continue to do drives traffic to ourweb site. We grew an incredible 60% last year and we continue to see steady traffic growtheach month this year. Once we get people to the site, it is about engagement and helpingprospective customers learn about barcoding solutions. So this year, execution is aroundhelping visitors learn and nothing is easier than rich media
flash presentations, lots of video,one on one demos
helping move prospective customers along the s
motivated buyers for our sales partners. As a small company ourselves, it is truly amazing how
technology is allowing us to cost effectively market to other small businesses and we’re having
great success.Secondly, as I mentioned, our target market is small business
generally employee basedcompanies of less than 250 employees with the prime target between 5-100 employees. Thereare over 2 million of these in the U.S. & Canada. We know from our research that the vastmajority of these
customers don’t use technology to help them in their business. Lots use penand paper and the ‘sophisticated’ ones might use Excel. They just don’t realize how affordable
and useful barcode-
based productivity solutions can be. Ultimately, it’s a hugely un
adoptedsegment that really resonates to our message.
Because you are dealing with a group like that is education a critical aspect of what you do?
It is almost like waking up a sleeping giant. Even before education it starts by stimulating
awareness… awareness that a problem exists… awareness that there is a better way. The firststep is just stimulating the people… trying to make them sensitized to the fact that technology
exists to help them. Many of these guys just run around, so busy fighting fires day after day as a
small business, they don’t step back and have the opportunity to analyze, "hey is there a better
way to do this and if so, what should I use?"