With the launch of The Elf on the Shelf® behind them, Carol, Chanda and Christa turned their attention to promotion. At first, they utilized trade shows in Chicago and Atlanta as a way to push into “adoption centers,” otherwise known as retail stores. They also created a media kit that garnered the attention of trade publications, gift guides and local media, and when the Christmas season arrived, the women took turns traveling to local craft and gift shows. Aided by dedicated friends and family, they used the opportunity to talk with parents personally and to explain one-on-one what their product was and how it worked. Eventually, this personal touch would prove to be a key strategy for their sales efforts and helped to spark an ardent word-of-mouth campaign.