Rent-to-own News - Central File celebrates 20 years in RTO

In an age of electronic media, the success of Central File Marketing and it's relentless focus on powerful direct mail marketing campaigns is a testament to the power of the visceral over the American consumer.

"Where do unsolicited emails end up? They go straight in the trash. People don't even open them," said Dan Chaudoir, Central File owner who founded the company in 1992, "Most of the time, spam and junk mail filters will keep you from even opening it. We put something tangible and personalized in customer's hands that will get their attention without too much hype and that they can interact with."

Chaudoir said personalized gift cards are a good example. People tend to hang on to them, put them on the refrigerator and eventually, walk into a rent to own store with them. And the fact that mail volume IS down ensures even more of his clients are getting a slice of their customers time.

And rent to own is something Chaudoir and his chief account executives, Al Benson and Paul Gibbons know a little something about. Collectively they have more than 60 years in the industry in various companyies wearing a variety of hats.

Chaudoir and Benson first teamed up in 1982 behind a ColorTyme franchise that reached seven stores before RTO was legislated out of Wisconsin. Chaudoir then went to work for ColorTyme corporate in Texas where the he oversaw the company's direct marketing efforts. That's where he first saw the demand for quality direct mail.

He started Central File Marketing in 1992 and chartered his entrepreneurial course with a then state of the art IBM 8088 and a head full of ambition. Benson rejoined him in 1999 and Gibbons in 2005.

"Today you can do with one click what used to take half a day," Chaudoir said. "It was all cut and paste graphics and line art but, that's where it started.

But beyond the eye-catching "look" of a Central File campaign, lies the data mining that allows Central File to custom build campaigns to get preferred existing customers back in the store as well as bring in new ones.

"We don't sell exposure, we sell direct response," Chaudoir said. "We know the RTO customer, we know what makes them tick, we've pretty much got it figured out. That and our ability to do everything "in house" makes Central File a one-stop marketing destination."

Chaudoir can also tell his clients "to the customer", how successful a campaign was.

"We can actually show our clients how many new customers they've gained from their direct mail event," Chaudoir said. "We really go the extra mile in that department."

RTO dealers are justifiably more results oriented these days, and more professional, he said.

"The education level of CEO's, store managers and employee is just through the roof compared to 20 years ago. That means customer service comes up and that makes our job a whole lot easier."

Though Chaudoir insists -- "I'm not a printer; I'm a marketer who owns a printing company." -- his new 32,000 square foot, 18 employee facility in Brown Deer, Wisconsin can do it all.

From design to printing to mailing and analytics, Central File is truly a one-stop destination for rent to own direct mail advertising.

For more information about Central File Marketing, visit centralfileinc.com or contact Al Benson Central File Marketing at 414/687-2031 cell or by email al@centralfileinc.com