I’ve been asked many times over the years how we came up with the name “Moving Targets.”
The story starts in the early nineties, when I was running a Chevy Dealership with my business partner, Stu Duckman, under the name Corsica Enterprises. When we got the idea to do new mover mail, we started what would become our current company: Corsica New Neighbors Target Mail.
We didn’t imagine it would last more than six months or so, but a couple of years later, it was thriving. At the time, I was consulting a legendary copywriter, Shell Alpert. He suggested that Stu and I spend a weekend with him at his house in the Lancaster area, and we could talk business and brainstorm. He recorded the entire weekend on microcassette tapes, which, interestingly enough, I have in my office still to this day.
As the food, wine and conversation were flowing, Shell declared that our business name was “just terrible.” I shrugged and asked him if he could do any better, and after a moment he said, “What about Moving Targets?” We figured there was no way we would be able to get a trademark on it, but lo and behold, we applied, and we did. The rest, as they say, is history.
It’s funny because the name used to seem so synonymous with new mover mail, which was our main service offering for years. Shell was really onto something though, because the name still rings true to what we do today—reaching consumers at home and on the move with a combination of targeted print and digital marketing.