Page 48 - Visual Marketing

12. Getting a Leg Up on the Competition: Gaining Media Visibility for an
Arcane Industry Online, Through Puns and Fun on Your Website

R ecycling 100,000 pounds of manne-
quins a year may not sound glamorous,
but it’s what differentiates Mannequin
Madness from its competitors. The mannequin
company rents and sells mannequins of all
shapes and sizes to not only retailers but also
trade shows, artists, students, and anyone in
need of a “dummy.” And what could be a very
industry-based business has a surprisingly fresh
and friendly face—through its website and the
myriad of media coverage it has gained over
the past 10-plus years.

27 V I S UA L M A RK ETIN G