About Our Direct Mailer

Ralph D'Agosta and Terry Mercer have been co-oping and helping each other for a number of years, to each other's benefit. They join in on some shows, some ads, sponsorships, and even a lot of resources (printing, graphics design, computer knowledge, Web development, eCommerce, rep information and contracts, etc.). They help each other with customers and have a basic working knowledge of each other's products. It's worked for them, helped them, and saved them money and has allowed them to be more effective in the equine market. They know this same cooperation works well when you combine a larger numbers of companies.

With that in mind, KMS has created a direct mailer intended to supplement the Equine Trade Industry and to reach many more people with new products, specials, and show information necessary to make informed decisions. Three mailers per year are sent to over 21,000 owner, buyers & decision-makers in this industry, more than twice as many people as any equine trade magazine in the U.S. They are sent out two to four weeks before each of the January and August trade show seasons and again in May for the Summer Specials (during the slowest time in this industry). This mailer can directly benefit each participant and helps increase show participation. It gets the participants info in front of all qualified buyers that do not attend the markets, plus it reminds and invites them to the shows.

As with all advertising efforts, we believe that our mailer will continue to improve with each successive mailing. The first four-page mailer proved this cost-effective approach works, so the next logical step was to network with non-competing product types so that we could increase both the mailing quantity and reduce the costs, while benefiting the others choosing to participate with us. In May 2006, a total of 15 companies joined together on a mailing to 21,500 buyers. In August 2006, our mailer grew to 19 companies representing hundreds of different products of non-competing product types. And, as of September 13, 2006, we already have many contracts in for the 2007 mailings. We aren't doing this project to generate a profit from the mailing, but to benefit from the savings by splitting costs and because we know we will profit from selling our products to such a high number of qualified buyers, as well as help increase show participation.

Each qualified participant will have their own full page (8.5" x 11"), 4-color placement in the next available Premium Direct Mailer, at a crucial time of the year, for a fraction of the project cost. We offer you a huge savings over what it would cost you for a similar mailing. You supply the ad, or we can help if necessary. We deal with the printing, mailing, and all the other headaches associated in getting a direct mailing out to the right people, at the right time. Each participant's advertisement goes in front of over 21,000 Western, English, Lifestyle, and Pet wholesale stores, resellers and buyers. You'd generally paying three times the price to reach one-fourth as many qualified buyers! You'll be hard-pressed to find a more cost-effective way to get your information out there.

Click here to see a sample of one of our mailers. (The file size of the PDF is approx. 12.7 MB. The document is laid out for the purpose of online viewing only, not printing. If printed, the order of ads will be incorrect.)

The participants are companies and organizations that are interested in networking together to increase their dealer base, enhance their bottom line, and improves attendance at key Trade Show Markets. Wanting to participate in this product is the first step. Participation is based on a first come, first served basis. Only non-competing product types can be advertised in our mailers; however, all trade industry marketers are invited, because they serve this industry. Act now! Time is of the essence. Once you are approved and have supplied us with your ad, logo, and the payment for your advertisement, nothing else is required of you.

The market shows are getting less than 20% of the total equine products wholesale buyers actually attending, with the majority being the same from show to show. How do we get to the other 80% that isn't attending? Our co-op marketing Direct Mailer is the answer!

If you are interested, please contact us. Here is a link to a simple PDF form that you can fax to us. Or simply call or email us, and a representative will contact you.

Remember, participation is based on a first come, first serve basis. For an additional fee, advertisers can purchase exclusive rights to advertise a certain product type, provided that another advertiser is not already advertising that product type in the mailer. The non-compete must be renewed for each issue. If an advertiser with a non-compete chooses not to renew it for any given issue, the "field" will be opened for that product type, and the non-compete will be made available to other advertisers. Example: Company A sells chaps and purchases a non-compete for the January 2009 issue, meaning that no other company can advertise chaps in that issue. They do so again for the May issue of that year. However, Company A chooses not to purchase one for the August 2009 issue. Company B, which also sells chaps, takes the opportunity now open to them and places an ad selling chaps in the August issue but does not purchase a non-compete. Though Company A can still advertise chaps in the mailer, as long as Company B continues advertising chaps there as well, Company A cannot purchase a non-compete for chaps. The non-compete will only be made available when one of the two companies ceases to advertise chaps in the mailer.

The statement above does not apply to market shows and trade magazines, for which a non-compete cannot be purchased. No company can purchase a non-compete for more than two product types. So, while they may have 15 types of products (and potentially thousands of SKU's), a given company can only "lock out" their competitors for 2 types of products. We've already had to deny multiple companies because of competing product types and have over 60 companies on a future "waiting list" hoping a spot will open up for them in the future. We feel this is the fairest and most reasonable way to have the maximum amount of participation and the least amount of bullying. We want the large companies to participate, but not if they are blocking a lot of other companies.

For more detailed information on the non-compete or anything else stated on this page, please contact us.