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One of the fascinating things about this market is the opportunity for free advertising, especially word of mouth. Consider a bride who registers with The Knot's gift registry. For every one of those registrations, The Knot can depend upon 100-400 customers (depending on how big the wedding party is). It's automatic. Where are you registered? The Knot. We're registered at the Knot. You can shop for us at the Knot. You can buy us something at the Knot. You have to visit the Knot.

And people will do it. Really, it's amazing! Our target market is very focused--the engaged couple--but once that target market is reached, from a marketing standpoint you have actually reached 100 times as many people, or more.

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