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Efrain from Gold Level Media shares insights on a marketing campaign focused on direct mail. He discusses the concept of return on investment (ROI) and mentions that, while costs may vary for others, his company benefits from owning a marketing company, which reduces expenses like printing and labor. He emphasizes the importance of including all associated costs for an accurate total. To support the campaign, they invested in new printers, including a $50,000 machine for creating flyers and business cards, and an additional $4,000 for further equipment. The overall goal is to generate revenue to recoup the investment in their new tools.