Page 48 - Visual Marketing
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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.

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