Byron Reese’s Story
Byron Reese founded his company, SantaMail.org, which sells fully personalized Santa Claus letters throughout North America (they even have North Pole, Alaska postmarks to give them an authentic feel). Reese sold 10,000 cards in 2001, his first year in business. Although holiday sales have increased with each subsequent year, he was still looking for ways to expand his offering. Now, parents can also ask Santa for birthday cards for their children. The strategy raised 2005 sales to $ 1 million.
Still, the key to Reese’s success is organization. After realizing that he and his staff didn’t want to do the 36-hour marathon shifts they did the first year, he sought out outside vendors to help him with the annual hustle and bustle. He also takes care of any issues as soon as the rush ends and then starts planning for the next year. By February, it will be up and running. “The temptation is not to start working until you get closer to that season, and we’ve made that mistake in the past,” says Reese, 37. “Things always take a lot longer than you think they are going to take. We find it much better to work consistently.”
“When I was a child, my parents gave us letters from Santa. My mom died three and a half years ago, and I wanted to do this to honor her,” says Byron. “I came in with low expectations, but we sold 10,000 the first year.” The magic of Christmas is a great trust for Byron, which is why he implemented a rigorous quality control program that has multiple people (his elves) reviewing each letter, ensuring total accuracy on each one, as well as on a business card. Santa’s birthday and ‘Greetings from Hawaii’ post-Christmas postcard of a tanned Santa heading to the beach.
Byron’s childhood Christmas memories include installing 200 strands of Christmas lights and decorating dozens of Christmas cookies each year. He loves the expression of the postman when he goes to buy 40,000 Santa Claus stamps at the post office every Christmas. What’s next on this Christmas devotee’s agenda?
“Someday I hope to deliver snow coolers to people in hot climates.”