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June 1999 Image Sweet Surprise A cleverly disguised catalog grabs customers' attention To make your catalog stand out in the sea of holiday mail-order books this year, deliver it in a package that delights and intrigues. That's what Bergman Jewelers, Omaha, NE, did last year to get the most mileage for its professionally produced catalog and promote its newly awarded status as Omaha's exclusive Tiffany & Co. retailer. Bergman's staff members knew they got so many homogenous catalogs at home in November and December that their's had to be extraordinary to get attention. The staff ordered postcard-sized candy bars engraved with the jewelry store's logo over a skyline of downtown Omaha. They wrapped the candy bars, a Bergman catalog and a Tiffany catalog inside a blue Tiffany box tied with a white ribbon, an irresistible package for curious customers. Bergman sent a young woman to hand-deliver the boxes to the store's top 100 customers. The promotion was hugely successful, prompting many large orders from old and new customers alike. "Our season ended up 30% over last year. We feel this promotion certainly helped," says owner Kevin Gilinsky. "It proved fun and cheap, and it also enhanced our upscale image."
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