American Joe Apparel - Startup goes from scratch to cash

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Approach: Upstart American Joe Apparel tapped Eisen Management Group to establish the brand and reach consumers and business clientele on a $40,000 budget. Lists came from a variety of resources, and collateral included catalogs, e-mails and trifolds. Mailers went to 50,000, while e-mails went to 2 million.

Results: The site got more than 50,000 hits from July 4-August, and hits held close to that number in September. Sales spiked 300% from the benchmark. Nancy Moon, American Joe Apparel owner, notes the effort yielded "very good return" and "a big boost." -Nathan Golia

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