Pitney Bowes 2005 Annual Report Download - page 11

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9
The Canine Fence Company
Sometimes, a fair-weather friend is
exactly what a dog owner needs. The
Canine Fence®Company times its direct
mail to arrive in people’s homes on
warm, sunny days, when their pets
are most likely to be outside and ready
to roam. The strategy works because of
the reliability of the U.S. Postal Service.
A good 72-hour forecast also helps.
Marketing savvy like this has helped Carol
and Henry Hill build The Canine Fence
Company into a $23 million business and
the largest retailer of Invisible Fence®pet
containment systems in the world — from
a modest start in their basement 23 years
ago. The company’s fastest growth has
coincided with its increased use of
direct mail. Pitney Bowes technology
allowed the company to increase its
volumes two-and-a-half times while
reducing labor cost by two-thirds. The
mailstream lets the company target just
the prospects it wants — dog owners.