CHALLENGES BECOME OPPORTUNITIES
When addressing the ever-changing environment in which she works, Rhodes is optimistic in her approach. She'd rather refer to challenges in her business as opportunities to learn something new and implement new innovations. The recent economic downturn is one example in which Rhodes was able to teach her clients how to market more economically, and turn work around more quickly and efficiently.
"You can look at the glass half empty or half full. I know that sounds trite, but for us it's definitely half full. [The recession] has given us an opportunity to show our clients that, in spite of the economy, we can keep their response rates high and keep their businesses flourishing."
Rhodes faces challenges by understanding her customers' client data, and knowing what targets to hit, what markets to be in and what marketing channels are best suited for that particular data set.
"We have very smart clients, and just as they want to have a piece of mail land in their customers' mailbox, they know enough about their customers to know that what shows up in their mailbox is something their customers want."
DAWN OF THE DESKTOP
Rhodes holds the early part of her career as a typesetter near and dear to her heart, and was discouraged when its existence was threatened with the arrival of desktop publishing.
"I feel fortunate to have lived in the days of traditional production practices. To me, type is an art, and there was a lot of trepidation when we went to desktop that typesetting would become less important. But the truth of the matter is technology has done its best to preserve the world of type."
In addition to desktop publishing, the ability to produce advertising digitally and on-demand have had a major impact on her business over the past several years.