Once a Paper Carrier, Always a Paper Carrier: Sales Promotion on Two Wheels

摘要

About a hundred miles from my base at Old Town, FL, there is a somewhat larger place called Jacksonville ("Jax") that is sometimes referred to as the Sunshine New York. A small print business in a big city faces special challenges, and Bill Weaver's Print Express in Jax is no exception. For 16 years, Print Express has enjoyed mostly good years, always meeting the bad years with creative solutions. Bill's wife Debby says it has been an adventure as she's watched her husband invent promotions to match market conditions, turning problematic years into profitable ones. Print Express' latest promo could be its best ever. It turned a "down year," 2003, into its best since 1999.