Meet the Expert on Premiums
Dat Dang is an entrepreneur and a member of the Fast 50 Asian Americans. He is an expert on premiums, which are usually used in direct mail.
In 1978, he and his family arrived in the US as boat people after the fall of Vietnam. The challenges they had helped form him into the person he is now.
A Good Start
Dat worked in the corporate world after college, and eventually helped establish a foundation for entrepreneurs. He and his wife started their own business 10 years ago.
They came into the nonprofit business by accident. Dat and his wife were introduced to an agency, which sought to expand their business through premiums. Back then, they used premiums mainly for backend fulfillment.
With that done, Dat and his wife were likely the first to get people respond using toothbrush premiums. The technique allowed the donor to track and see where the money would go.
To make the program work, they also had to understand the actual packaging. The task required them to adapt to situations as well.
More Than Just a Toothbrush
James shares that the perceived value in some premiums is a lot more than their actual cost. This is one good thing which people couldn’t ignore.
From Dat and his team’s point of view, packaging entails working with certified manufacturers. There’s a lot of things to be done to achieve the best possible result.
To hear about using premiums to increase response, download and listen to Dat Dang: Life Story, Discussion of Upfront and Backend Gifts.
If you’re short on time, here are the highlights of Dat Dang: Life Story, Discussion of Upfront and Backend Gifts:
Who is Dat Dang? (0:21)
More than just a toothbrush? (4:53)
Planning for quick fulfillment? (6:31)
Favor towards US-made items? (8:20)
Designing packages? (11:42)
Advertising premiums? (14:37)