Kayaking, Partying & Profits

In leveraging the company’s housefile, After 5 is communicating more with its customers, by making its Web site a place to learn about making martinis and throwing parties. “You don’t sell anything with that,” States says, “but you get that viral marketing. You get people talking about you.”

For instance, the company recently started a gift reminder service, sending out e-mail reminders to customers who sign up online. “You fill in birthdays, anniversaries and other special occasions, and tell us how far in advance you’d like to be reminded,” States says. “Then we e-mail a reminder.”