Direct Marketing was one of the main resources we had to reach our target audience, since we were able to use it to gather an even greater number of people at the opening than last year's. It also served as the perfect solution to further explain to the media, opinion makers and the potential donors, the causes behind each book title displayed in the Store. As a return on investment, one can say that just by the public flow and the number of times it was mentioned in the media, this idea was once again very cost effective.