In order to cover dane decor’s market area (greater philadelphia area), it made sense to run on Philly network TV stations, even though we had no store in the city. It was the most efficient way to maximize our epd (eyeballs per dollar). So we built an image of style and humor (click TV archives to see them). In fact, the demand was so great, dane opened up a store in Old City Philadelphia to an already drooling audience. The store opening was a huge success and that momentum has made dane Philadelphia’s #1 Contemporary Furniture Store!