How Tom’s Tumbler Generated $100,000 in Sales Through Direct Mail

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Tom’s Tumbler is a manufacturer of bladeless tumble dryers. The python series of gentle, mesh-knit batch tumblers and continuous feed is available in eight sizes and can be trimmed wet or dry. The technology works quickly while preserving bud structure and trichomes. Tom’s Tumbler products help growers with small to large crops save time and money at a price lower than competing trimmers and produce better results.

To engage with cannabis and hemp license holders in the United States by phone, email and direct mail, Tom’s Tumbler subscribes to the Cannabiz Media License Database and uses it to support the company’s sales, marketing and business development initiatives.

The problem

Tom’s Tumbler wanted to generate more orders for its trimmers than its marketing investments, including its direct mail initiatives, were generating.

The solution

After a long-term strategy of testing and narrowing down its audience to improve its direct mail results, Tom’s Tumbler used the Cannabiz Media License Database to:

1. Find the right people to promote his products
2. Determine what type of messaging worked best
3. Find ways to improve content relevance
4. Identify the best time to connect with audiences based on geography, season, indoor vs. outdoor growing, and more
5. Determine the best performing direct mail format, size and design
6. Identify the most effective ways to integrate direct mail, email, and phone outreach to achieve the best results

Cyndi Wyatt
Marketing Manager
Tom’s mug

Cyndi Wyatt, director of marketing at Tom’s Tumbler, explains, “We send postcards to people who click or open email messages we send, and then call them back. Then we monitor the leads. We might even have seen them at a trade show, so there are a lot of touch points with the brand. We ran a lot of strategic tests in small areas to improve our marketing results.”

Through testing, Tom’s Tumbler has developed a repeatable process that works with the Cannabiz Media License Database. “Cannabiz Media is the most powerful tool in our marketing toolbox,” says Cyndi. “I use it extensively and now we can map marketing initiatives throughout the year.

“We’ve worked so hard to find lists in the past, but the Cannabiz Media License Database gives us so much more. When I get a business card, not all the information about the person is on the card. I search the Cannabiz Media License Database and get more information to create a profile. Now I can plan ahead and the Cannabiz Media support team is so helpful!”

The results

Thanks to Tom’s Tumbler’s commitment to a long-term integrated marketing strategy based on testing, tracking and improvement, the company achieved $100,000 in revenue from its direct mail program in 2021.

“In 2022, we’ll be able to send fewer postcards because we’ve narrowed down what works,” explains Cyndi. “It saves us so much time! For example, we know we need to send to engaged leads in small areas, and the messages need to be short and relevant.

“We also try to be educational before trying to sell. You need to know and talk to your customers and their needs in your email marketing. We really want to help, so authenticity in our messages is important. Then, when they receive the postcard, they are prompted to schedule an onsite demo and the field representative’s name is added with a sticker. It’s all very strategic.”

tips for success

After so much testing, Cyndi has a set of tips on using the Cannabiz Media License Database to implement an integrated marketing plan. “Be relevant,” says Cyndi. “Use the Scorecards feature in the Cannabiz Media License Database to be more strategic. For example, focus on a county in Oklahoma rather than the entire state. Say something really relevant in an email campaign first, and then follow it up with direct mail and a phone call.”

Cyndi also recommends considering seasonality when shipping to cannabis growers. She explains, “Using the cannabiz media license database’s canopy size and filter criteria for indoor vs. outdoor growing environments is extremely helpful. Outdoor growing seasons vary, so aim for indoor growers in the first quarter. Segment by canopy size and send a different mailer to smaller growers than larger growers. You need to know who you’re sending to and be relevant with short and powerful messages.”

Even if you’re not a seasoned direct mail expert, you can follow Cyndi’s tips to get started. She advises: “Test mailer formats and sizes and don’t worry about little things like B. Returns. It only takes a few sales for the mailer to pay for itself.”

For more industry insights from the Tom’s Tumbler team, listen to Cannacurio Podcast Episode 25 with Tom Bruggeman and Mike Bracewell from Tom’s Tumbler.

To learn more about how the Cannabiz Media License Database can help you connect with cannabis and hemp license holders to grow your business like Tom’s Tumbler, schedule a demo today.