The whole purpose of business cards is to make sure people not only remember you but also know how to reach you in the future. Russell Vernon, president of West Point Market, an $8-million Akron supermarket, understands all that and takes it a step further. On the back of his card is a map showing how to get to his supermarket -- famous locally for its selection of gourmet foods and meats -- from almost anywhere.
"I decided that we couldn't grow by adding stores," says Vernon. "We'd lose the level of service we're known for if we spread management too thin." So instead of bringing his products to a wider customer base -- by adding more stores -- he has decided to bring customers to him by providing the map. Says Vernon, "We have customers from as far as Cleveland, 35 miles away."* * *