With municipal budgets tighter than ever, selling into the school market is a challenging task for companies like Dassel, MN-based American Time & Signal. The privately held firm specializes in synchronized system clocks that are accurate to each other within the second. The clocks are sent a time signal from the master controller clock that is wired or wireless.
“We sell wired replacement clocks that understand the time signal from the existing master clock and we sell entire wireless clock systems,” says Ronda Anderson, marketing manager of the company. “Whenever I tell someone I sell clocks, they always assume grandfather clocks or antiques or clocks you can buy at a discount store.”
Chief Marketer recently talked with Anderson about how American Time & Signal is integrating traditional tactics like direct mail and newer media like digital catalogs into its marketing mix to reach time
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