Personalization: A small sandwich shop wanted to increase their business during lunch hour. Their target market was people who worked near their restaurant.
Method of Distribution: Starting in November of the previous year, employees making deliveries handed out calendars to customers. The shop also kept a display box full of them by the cash register for customers to take with them when they left. Since they are members of the chamber of commerce, the owners mailed calendars with their Christmas cards to other members.
Marketing Outcome: Shop owners saw a marked increase in lunchtime sales. Despite hiring more employees to make deliveries, profit margins rose.
Source: Warwick Publishing