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In this video, Efrain from Gold Level Media discusses a marketing campaign focused on direct mail. He emphasizes the importance of understanding the return on investment (ROI) for the campaign. Efrain explains the costs associated with their marketing efforts, noting that while they have access to free resources as a marketing company, he will still include all expenses in the total calculation. The discussion includes their recent investment in equipment, such as printers for producing business cards and flyers. He mentions significant purchases, including a $50,000 machine for creating various marketing materials, alongside other equipment that also incurs costs.