Anyone who has ever launched a new business, must have at some point experimented with email marketing.
Has any entrepreneur ever looked for an extremely funky kind of email marketing when looking for such a service? I can only speak for myself, and say that I wasn’t. Frankly, I didn’t expect anything as functional as sending out an email to be enjoyable and fun. Until I discovered Mad Mimi.
First of all, it was the name. I thought that a company that dared to call itself by such a name, would be something special.
Then there was the funky design of their web site that triggered my interest even more.
To cut a long story short, sending my first email with Mad Mimi was simply fun. Email exchange with its support team that welcomed me to MadMimi was refreshingly different. I simply could not resist contacting Mad Mimi’s CEO Gary Levitt and getting to know the man behind this funky brand. I greatly enjoyed my talk with Gary, who shared some useful tips on the importance of staying optimistic, and hiring only the best and most talented. Have fun reading my interview with Gary, and learning about Mad Mimi.
SCHMOOZY FOX: Gary, most of my Funky Brand interviewees have represented product brands – such as fashion, accessories, food and drink. I am very happy to interview you about Mad Mimi because I want to show to my readers that Funky Brands can also exist in a business-to-business context. Could you tell me when and how you had the idea of launching Mad Mimi?
Gary Levitt: I studied music at Berkeley College in Boston, and after graduation, played jazz in New York, worked as a bus boy in restaurants and eventually worked in commercial music production. One day I had an idea of building an online platform for musicians that would allow them to upload images and send out press kits. Although I received funding to develop this product, and hired coders, I never ended up launching it.
I guess the main reason for that was that I lacked deep understanding of how to build a product, and expected the coders I hired to do the creative thinking and architecture for me. The coders were into ... coding, as opposed to designing the product and making it work on the market. Plus, I myself lacked the experience to know how to manage the development of a product.
SCHMOOZY FOX: How did you make the switch from the press kit product for musicians towards Mad Mimi, which is an email marketing service for a much wider audience?
Gary Levitt: Mad Mimi simply seemed like a logical step in a direction that I thought had more potential for commercial success than a niche product for musicians. The interface we had created for musicians was good enough for everybody to use -- and so Mad Mimi was born.
SCHMOOZY FOX: Mad Mimi is quite an original name, did you come up with it?
Gary Levitt: Yes. I originally planned to call the company simply Mimi, but then had the idea of adding “Mad” to it when I was renting space next to another company called Madstone productions.
SCHMOOZY FOX: Good design -- be it product design or brand visual identity -- is an important element of Funky Brands. To me, Mad Mimi looks pretty eye-catching! Even the colors of your site look quite different from what one would, I suppose, associate with email marketing!
Gary Levitt: I wanted Mad Mimi to stand out from the crowd not least by giving it a fun, eye-catching visual identity that would make it memorable. I was once leafing through an issue of Creativity Magazine where I saw a list of award-winning designers. It seemed like a great idea to work with the best and most talented, so I contacted one (David Bamundo) who designed Mad Mimi’s logo.
This is pretty much how I’ve thought at every crucial step of building the company. For instance, when I looked for software developers, I sent out my brief to about 80 meticulously selected top programmers. I was lucky to end up working with really talented people who helped me build Mad Mimi the way it is now -- and are in fact continuing product development.
The same philosophy of hiring the best and most talented applies to selecting customer service reps for Mad Mimi. We receive 1, 500 emails of customer inquiries per day, and have a dedicated force of 16 customer service reps around the world.
I have generally focused not on resumes (I’ve never actually used a resume to influence a decision to hire someone) but on energy instead. We typically don’t take a cost cutting or outsourced approach to staffing our front lines with low paid employees. We’ve instead focused on creating top-down culture where every lead developer and C-level executive does customer service along side dedicated customer service staff. The customer service infrastructure isn’t “designed” as such, but has rather flowed naturally from the ownership out to other members of the team. We feel that our profitability and growth is in a large part due to this approach, and it’s a crucial part of our brand.
SCHMOOZY FOX: I experienced Mad Mimi’s customer service first hand. Actually, I must say, I assumed that the first email I received from Mad Mimi was an automated response. And yet, something told me there was a real person interacting with me at the other end. It felt different and nice.
Gary Levitt: (Laughing). Indeed, we don’t do automated customer service! There are real people who are there 24/7 to help you. We say that we like to hire friendly geeks for this kind of job, but really, anyone cool, friendly and passionate is great to be in customer service.
SCHMOOZY FOX: And finally, Gary, how would you describe the essence of Mad Mimi’s funky brand?
Gary Levitt: It’s simplicity, warmth and loveliness. Yummy loveliness! :)