What’s your brand?
Write what you know
Using history in modern marketing
Bank of Stockton has turned to its vast and unique collection of photographs of California’s past for its ongoing marketing campaigns. In this video meet the bank’s archivist, who talks about the unusual collection.
Marketing around local history
Can you make a business out of local history? The owner of a boutique hotel in Reedley near Kings Canyon and Sequoia National Parks has tried, even though he was hammered by the Great Recession. Here’s how he does.
Putting a new spin on tradition
This family business is carving a new niche in one of the oldest businesses in the world, despite the economy, despite huge competitors, despite the industry’s image as a commodity and despite offshoring. It’s a matter of passion for the business and knowing how to put a new spin on an old product.
Quality can be its own niche
Quality counts, as Cartier and Tiffany have long known. Here’s how a small business in a more down to earth market is counting on quality to set it apart. It makes high-grade olive oil, with most of the olives from its own orchards.
Finding a niche in niche coffee
Coffee with total quality control
Some of California’s best wines come from wineries where everything is tightly controlled – from the growing of the grapes to the final bottling of the wine. Using that model, entrepreneur Bing Kirk is building a specialty coffee business.
Finding a niche retail business
Jasmine Harris knows her products – and the niche that they address. And by identifying that niche, in two years she has built a two-store retail operation selling gourmet olive oils and vinegars in the Central Valley. Here’s how she’s doing it:
Marketing without much money
Marketing a niche within a non-niche business
Few types of business are as ruthless as the restaurant business. But this entrepreneur has, somewhat literally, carved as niche within the restaurant business through his unique ice creams, made at the restaurant.
Finding marketing and other expertise
Better marketing with better communication
It’s not only what you say and how you say a, but how you adjust your verbal style to your audience that can lead to more sales and better relationships, says personal improvement coach Beverly Taylor.
Marketing customer loyalty
Stockton-based Utility Telephone Inc. is growing rapidly. But how can that be in a market with no end to the competition, including from some of the biggest companies on the planet? Here’s how the company founder has done it: Unique ways to emphasize customer service.