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MARKETING

Picture this

Cutting marketing costs by mailing a less expensive photograph filled package instead of an entire brochure.
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FEBRUARY 1991

A picture is worth 1,000 words or, more accurately, $23,000, says Saul Rowen, executive director of Cali-Camp Summer Day Camp, in Topanga, Calif.

To cut costs, Rowen, instead of sending out 16-page brochures that cost 72¢ apiece to produce and mail, now sends just the brochure cover along with photos of camp life and a response card that can be sent in to request a complete brochure. At a cost of 43¢ a package, this practice saves 40% of the cost for brochures.

"We're saving money, and we're hitting our exact market," says Rowen, whose mailing to 46,000 prospects yielded 23 new campers worth $1,000 a head.

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