For Eddi Miglavs, owner of five-year-old Mud Puddles Toys and Books in Sherwood, Ore., having a birthday club is "our least staff-intensive event. It's so easy. What I like about this is that one employee is completely in charge and I don't have to worry about it. She just comes to me when she needs more postcards or stamps." Each month the store mails out close to 100 Happy Birthday postcards to preschoolers and elementary school students, who bring them in for a $2 discount. While it would be easy to computerize the birthday lists, Miglavs keeps a card file by the front desk, and during lulls the birthday club staffer writes out cards, which give them a personalized touch. To get new signups, Miglavs posts a sign at the register: "Ask us about our Birthday Club."
Volume 251 Issue 48 11/29/2004