Options to Increase Sales Volume

Given that there is a need for this company to build sales volume and gain both customer and retailer support for the card lines, two alternatives seem possible, even if there needs to be a limit to budget expenditures:

First, there is a direct mail option, which could provide incentives for both personalized ands regular gre4etings cards. The direct mail campaign would include a brochure that gives samples of both types of cards, and a price list, as well as a list of the town's retailers where these cards would be available. In addition, to generate consumer interest, a coup[on would be included for % off multiple sales. For example, $___ off with the purchase of X number of cards. As in large company couponing, the retailers would be compensated for the coupon face value plus an amount for handling. Interestingly enough the U.S. Postal Service now offers online advice about money-saving means for direct mail programs: "By having multiple mail shops compete for your business, you take control of getting the best price/service combination" (Anon 2004 1). The major problem with direct mail is there is no certain

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