Page 66 - Visual Marketing

21. Spicing Up the Ornament Market: Using Bright and Unique
Online Ads to Build a Brand

The holiday ornament market is one that
most people think of for only about
one month a year. That’s not the case
for Darlene Tenes, who, in 2007, was frus-
trated that she couldn’t find any ornaments
that reflected her Latino roots. Instead, she
made her own. She now sells glassblown
Sancho Snowmen, Day of the Dead skeletons,
Hispanic pastries, and Frida Kahlos through
her company. CasaQ essentially created the
Hispanic ornament market on its own, due,
in part, to Tenes’s zany online marketing and
direct-mail campaigns.

45 V I S UA L M A RK ETIN G