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Last December, Shannon Murphey wanted to beef up sales at hisTyler, Texas, jewelery store, Murphey theJeweler. After analyzing his sales figures, he decided to giveaway $50 gift certificates for local businesses to give to theiremployees. Everyone said he was crazy to mail out more than 4,000certificates, but Murphey was confident.
"Many people used the gift certificates as credit towardmore expensive items," explains Murphey, 49. "The averagecustomer spends $2,500 over the course of doing business with us,so this was a very calculated risk." Murphey expects thepromotion to generate $1.5 million in new-client business.
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