Expanding a business is exciting, but comes with its own set of hassles. After all, we are planning on introducing dozens of new designs in at least three new fabrics by next year.  Designing the bed linen, and coordinating the curtains and accessories, was the easy part.  When it came to renting out warehouse space, we found that the rent cost would actually be as high as our marketing costs!  It seems like a ridiculous effort to be stacking tons of goods in rented lots, and then paying extra for mailers, web marketing, television ads and other promotion. 

Then, a friend of my dad’s who has been giving us advice off and on about the business told us about this one to one marketing company.  They not only do ingenious kinds of web marketing by using personalized URL or PURLs to create an advertising bang on the internet,  but also provide fulfillment services to combine web marketing with good old fashioned mailers. I stopped by yesterday to have a look at the sorts of promotional materials they can whip up and boy, was I impressed!    

Theirs is not the usual digital printing that every kid in a basement with a computer seems to be doing these days.  The mailers that they’ve designed have personalized urls for each of the thousands of customers we plan to target in the Triad area over the next few months, and the samples I saw of the web landing pages are simply stunning.  I can’t wait to roll this campaign!

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