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 certainty about response. It is not overly expensive, but there is no guarantee about a return on investment, and even whether we are reaching the right people. That would mean buying a mailing list, which could drive up the total cost of a Direct Mail campaign.
The other option is to canvass various retailers in our city to carry and display the cards. While this takes a selling effort- person-to-person, the upside is that this company is a hometown company, not some cared company in Cleveland or North Carolina or some major metropolitan area. This "hometown" approach will also be featured in a local newspaper and flyer campaign to stress the company is here in town, and the success will (perhaps)_ mean more jobs, more tax revenue for the city, and even national recognition for superior and innovative card desig...