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Efrain from Gold Level Media discusses launching a marketing campaign focused on direct mail to assess the return on investment (ROI). He explains that owning a marketing company allows them to manage costs for printing and labor, although these expenses will still be included in the total to provide an accurate figure. They have invested heavily in printing equipment, with one machine costing around $50,000 and another about $4,000. Efrain emphasizes the importance of these tools for producing business cards, flyers, and other materials necessary for the campaign. He aims to share the insights and results of this initiative with his audience.