Try Whispering

When

The Competition Is

SCREAMING

By Mitch Carson

Apparel A- Z
A glossary of Apparel terms

The 3 letter behemoth of the industry seems to be the never ending nightmare topic of the small to medium size Association member company.

They have the big bucks to support their very lavish advertising budget.  They can purchase an extra loud neon sign in Time Square.  You probably can't.  But do you have to match their methods of advertising and branding?  No.  You should not.

Times Square is all about the big, high-budget, fancy-pants billboard.  There is no point getting in a shouting match with them unless you want to end up hoarse and broke.  Instead of trying to compete with their flash, go low-tech so people cannot help but notice you.  Two weeks before the New York City Marathon, Tylenol put up a giant red billboard that had two real live joggers running on treadmills.  With a tiny budget and volunteers running around the clock on a platform bolted to a billboard, Tylenol had crowds of people gawking.  Tylenol attracted onlookers by whispering while everyone else was shouting.

So, what can you do when the BIG guy seems to by bullying his way into your livelihood?  There's a lot you can do that the higher ups at --- wouldn't think of doing.  Can you put together a creative referral program from satisfied clients?  Ask when your client is most satisfied with you.  Give them a special gift for assisting you with growing your business.

THE LESSON: Keep it simple and stand out. 

Remember this important fact:  “Little hinges swing big doors.”

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