Page 49 - Visual Marketing
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“We use videos, blogs, and along with links to social media in-flight enter-
photographs (online and offline) and Yelp reviews. It has all the tainment on
to promote our business,” says elements of a great website. British Airways
Judi Townsend, founder of flights, on TV
Mannequin Madness. The company really found its shows about
niche by going beyond the niche businesses
Why It Works traditional supplying to retailers. and green busi-
Trade shows often need man- nesses, as well
Mannequin Madness’s website nequins for a conference, and as on YouTube.
is intriguing and appealing to buying them can be too costly • Flattering or not, Mannequin
the eye: Each section of the site for budgets. Artists want manne- Madness has been so successful
is identified by a correspond- quins for art projects, and muse- that its competitors are using its
ing mannequin part (including ums and theatrical productions trademarked company name in
the famous leg lamp from A also have the occasional need their Google ads.
Christmas Story). Videos from the for a mannequin. By expanding
company and CNN plead to be its target audience and offering Takeaway Tip
watched on the side of the home rentals, Mannequin Madness
page. found the formula for success. No matter how arcane your industry or how
boring you think your niche is, a website can
Besides the appropriate use of Success Metrics take you from being technical and indus-
bright colors and solid layout, trial to a business interest story the world
the website (and blog) offers a • The company’s recycling efforts wants to know about. Have fun with it. Use
plethora of information about have landed it contracts with a tongue-in-cheek name and logo. Include
mannequins and their history, Gap, Bebe, Nike, and Kohl’s. visual jokes and puns. The media will pick up
how the company recycles its on it. It will be a powerful marketing tool.
mannequins (something most • Videos about the company
of us didn’t know was possible), have appeared on CNN, on the
MUCH MO RE THAN JUST A W E BS I TE 28