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Crain's Detroit Business
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A successful Identity; Firm's B-to-B work forges growth in a down market.
Publication:
Crain's Detroit Business
Publication Date: 24-DEC-07 |
Format: Online
Delivery: Immediate Online Access |
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Full Article Title: A successful Identity; Firm's B-to-B work forges growth in a down market.(News)(L.L. Bean contratcs with Identity Marketing & Public Relations L.L.C. ) |
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Article Excerpt
Byline: Bill Shea
Outdoor clothing and equipment company L.L. Bean is launching a chain of national retail stores after nearly a century as primarily a catalog business.
It needed some niche marketing help.
That's where Bingham Farms-based Identity Marketing & Public Relations L.L.C. came in.
Identity recently signed a deal to do some business-to-business marketing and media-relations work for the Freeport, Maine-based retailer, which plans a couple dozen stores nationwide over the next few years.
Identity counts among its specialties the ability to provide B-to-B marketing, and L.L. Bean wants others involved in the retail industry to know about its accomplishments and plans.
"We felt B-to-B was a segment where we were most confident,'' said Identity co-founder Paul Kesman.
Terms of the deal haven't been made public, but adding L.L. Bean, whose annual sales top $1 billion, is...
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