This Job Is on the Bag

Myron Rheaume, the company’s marketing manager, says he has been pleased with the outcome. “For every 35 cents we’ve spent, we’ve made 65 cents profit. The yield on that promotion was a 65 percent gross return,” he reports.

These results were far better than the company’s previous promotional response rate, Rheaume adds. A 7.34 percent response rate is unheard of, he says, especially since Paxar traditionally had only been able to achieve response rates of less than 2 percent.