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Through the side door: challenger chains can compete with the retail industry giants by learning to market sneaky big.

Publication: Retail Merchandiser
Publication Date: 01-SEP-07 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
If you're not Wal-Mart, Home Depot or Sears, you can use your size to great advantage. You just have to break the rules.

The rules of marketing are written by, and for, the largest companies with all the resources. They're the only ones that can follow the new mandate of being everywhere your customers are. You know, the ones that say that you're supposed to be going 'viral' on YouTube, launching fancy search and e-mail campaigns, affinity programs, gorilla postings and the eConcept of the day--and all this on top of mounting a primetime presence in broadcast and print.

That's hardly practical for a challenger chain, and it's actually not advisable. When you try to stretch a $2 million to $5 million budget 50 ways, you can't build any real momentum. A little of everything adds up to a lot of nothing.

To beat big chains, you've...

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