Birthdays can be a great time for businesses to reach out to customers with unique promotions. And BirthdayPak has created a system for doing just that. The company focuses on businesses with a very specific customer niche and aims to deliver serious results. Read about the company and its marketing process in this week’s Small Business Spotlight. What the Business Does Connects businesses with customers using unique Birthday Coupon Promotions. CEO Paul Berman told Small Business Trends, “BirthdayPak is an award-winning, multi-channel marketing program that only works with a limited number of upscale businesses, such as restaurants, day spas, salons, and boutiques and is only sent to affluent female consumers who are about to celebrate their birthday. What makes BirthdayPak offers even more appealing to the recipient is the fact that the offers are presented in the form of gift cards, not coupons…a game changer for sure! Connecting the best businesses in the community with their best customers at exactly the right time is what BirthdayPak is all about.” Business Niche High performing products. Berman says, “Most of our advertising clients tell us that BirthdayPak works better than anything they have ever experienced in their business, especially in the restaurant space. We consistently perform at or above an 80% advertiser retention rate.” ? How the Business Got Started After working in other marketing spaces. Berman explains, “A small group of smart direct marketers (most of whom are current investors in our company) realized that print and digital media would converge and also that nobody was doing a great job in the “Happy Birthday” space. We jumped on this opportunity and glad that we did!” Biggest Win Consistently reaching company goals. Berman says, “Since July 2016 when I became CEO, our culture, sales energy and growth has been consistently improving, we made a profit in 2017 and are just about half-way to our goal of becoming a national brand in the 41 states we have identified where we will be doing business.” Biggest Risk Starting a business during an economic downturn. Berman says, “In 2010 the “great recession” was going strong…