March 1, 2019
Last time this year, I sent a similar letter to a small group of people who had expressed an interest in working with my company to market their businesses online. This year, I’m happy to be sending a second letter to a growing list of active clients who’ve made the decision to invest in their businesses by investing in mine.
Our decision to provide marketing services has proven to be a good one. Industry average client turnover sits around 50%; Boomajoom’s client turnover is closer to 20%. We also are proud that we can usually offer our services at lower rates than our credible competitors; we’re able to do this because we’re fanatical about managing costs without sacrificing quality.
In last year’s letter, I laid out my master plan. This still remains the goal. However, this year, I wanted to take a moment to introduce you to our purpose, which has been present from the beginning but should be articulated to clients, vendors, and ourselves on a regular basis.
Boomajoom exists to connect people with what matters. The markets we enter and serve are markets consistent with that mission. We believe that customers are willing to pay a profitable price to us if we are able to facilitate important connections for them.
As a connection company, we believe that connections are only possible in conditions of order and that they are impossible in conditions of chaos. Towards that end, we’ve adopted the following Ordering Principles.
- Boomajoom exists in and enters markets where the company feels it can set standards. We believe that standards are key for establishing and maintaining connections. Human societies would not have been able to develop complex economies without standards of measurement, value, and fairness. As a client who has purchased advertising from us, know that we’re striving to set standards for what has hitherto been a chaotic and unpredictable space.
- Boomajoom cannot survive if it doesn’t maintain the highest standards of integrity. As we say, it takes one drop of sewage to turn a barrel of wine into a barrel of sewage, but no amount of wine will turn a barrel of sewage into anything but a barrel of sewage. While it’s true that integrity has a moral function, it has also an incredibly practical one: without shared and mutual trust, connections become asymmetrical and eventually break down. As a connection company, we cannot survive if that happens.
- Boomajoom must innovate to allow customers to form and maintain connections in new ways. The internet is just one example out of several of a technology that has facilitated new connections in human history. A company’s future is not guaranteed, but it becomes even more precarious when it’s staked that future on emerging technologies. This means that we always need to focus on tomorrow, on the great potential that emerging technologies hold for allowing human beings to connect in new and different ways. To survive and grow in this space means acknowledging that our best ideas are ahead of us. Failure to do so will lead to complacency, stasis, and death.
These Ordering Principles are non-negotiable. They’ve been in place since we began operations and have become reinforced through every action we take. Decisions about what products we offer, how we manage costs, how we set prices, and even how we select our vendors and clients – they are driven by these principles. The company holds itself to these principles and you should too.
Thank you again for your decision to partner with us for your marketing needs. Last year’s advertiser letter is available on our website at https://corporate.boomajoom.com/news/.
Brandon J. Schwartz