2. 另类的请柬
珠宝设计师艾米丽•阿曼达是休斯顿珠宝公司Armenta Collection的老板。她的设计主要在内曼马库斯百货公司（Neiman Marcus）等商店内销售。艾米丽有一次参加一个大型的商展，她希望主要的零售商能够光临她的展台。但她并未像其他竞争对手那样直接致电，而是给主要零售商发送了一系列“情书”，其中一封还包括一张西班牙情歌唱片，另外一封则表示希望与对方在商展中来一次“浪漫的约会”。艾米丽为此总共花费了约2,500美元，但这家仅有60名员工的公司却获得了总计15家零售店的订单。 |
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2. Offbeat invites
Jewelry designer Emily Armenta, who sells her designs in stores like Neiman Marcus, wanted to make sure key retailers scheduled a time to stop by her booth at a big trade show. So instead of phoning them, as many rivals do, the owner of Houston's Armenta Collection sent them a series of love notes, one with a recording of romantic Spanish music and another asking for a "date" at the show. Total cost: about $2,500. The 60-employee company walked away with orders from 15 new retail stores. |
