Stan Berenbaum, president and chief executive of American Leak Detection Inc., has thrown a new ball in the air to net business in today's slowing economy.

He taped stamps on 600 volleyball-sized balls to mail to potential customers with this message: “Pass the Leak to Us and We Won't Drop the Ball.”

To Berenbaum, this was to American Leak Detection what the mailed coconut is to promoting tourism in Hawaii.

“The whole idea is there's clutter everywhere,'' said Berenbaum, a Detroit-based lawyer who dealt with antitrust trade regulation and franchising law and was a top executive with Little Caesar's Pizza in his past corporate life. “So we decided to do something that was different, catchy and fun.”

Berenbaum, now of Palm Desert, thinks the advertising campaign has worked, judging from the smirks he's seen and lighthearted remarks he's heard from customers who put their own spin on the theme, and ask glib questions such as:

QUESTION: Has this mailing given your business bounce?

ANSWER: Yes; it's fun. We've gotten positive reactions. The name's easy to spot. We're top of mind. And it's something they won't throw out (no pun intended).

Are the mailmen your friends these days?

If we'd bombarded the mail guy, he might get upset. But we spread it around. Hit our big referral sources: Insurance agents, building and property owners, restoration companies, the owners of pool companies and people who work at municipal water companies.

The balls ask that deflated or damaged balls get returned to the sender. Did you get return mail? What's the feedback?

Hey, these are quality. We haven't gotten a single one back. I've asked our franchises to give us feedback. Sales are up in markets we're using by 10 to 20 percent.

What will the curious learn about your company?

Our network sales are over $50 million. Before the company was sold, they were in the $47- to $48-million range.

Our parent is a technology company, affiliated with Yale University, that infuses technology into companies like American Leak to help boost the value of the company.

One product we have is the Leak Vue. Equipped with a laser beam and a float, it measures water volatility and transmits the data to a PDA, like a Palm Pilot, to tell you if there's a leak. You can float it in a pool or hot tub, for instance, and it can detect leaks the size of an eye-dropper.

What's the market share?

It's 60 percent residential, 25 percent commercial. The rest is municipalities. We also work with healthcare companies and financial institutions.

What's excites you about this business?

We help customers find the proverbial needle in a digital haystack. What's exciting is there's a huge market demand for what we do.

Billions of dollars is being wasted due to leaky pipes, crumbling infrastructure: One out of 20 pools has a leak; one in 300 homes has a leak. So for us, there's a huge demand for people who can find leaks non-invasively. Once detected, there is a range of repairs that can be done.

What keeps you in the game during tough times?

We're not a fad business. We have high-tech solutions to low-tech problems. If people are not going to buy a new home, at the moment, we know they will spend money to make sure their current home maintains value. We also know there are vacant homes now and, at some point, our services may be needed.

Other marketing techniques?

We've sent out magnetic postcards with tips on what to do if you think you have a leak in your pool or house. We're staying nimble. We rely on radio, billboards, referrals and trade shows — and do six to 10 a year.

What two things can't your business live without?

Customers and cash.

What is your view of what customers want?

It's no different than what they want from Little Caesar's. Customers don't just go there for pizza. It's getting your son Johnny to his soccer game on time. You get good, consistent food. It's the experience you're selling. The same applies with American Leak Detection.

Customers are impressed with the equipment, but they also want to know you'll show up on time. They want to deal with someone who is drug free, clean and presentable. They want the work site to be clean before you leave. If this is done consistently, you'll have all the business you'll ever need.

What aren't most people likely to know about you?

I interned for a U.S. senator, and nearly majored in music at Wayne State University. I once thought of becoming a professional photographer. I shot portraits and weddings through college.

What do you do when you're not detecting leaks?

I spend time with my wife, Kate, and two children, Kathryn and Zachary. I read and dabble with photography.

Name your book.

The interactive book on marketing strategy, “Why Should Someone Do Business With You ... Rather Than Someone Else?” Sam Geist is the author.