When you compete against “big box” retailers such as Best Buy and Walmart, you need a clever way to win.
Especially if you’re a one-store, “little guy” electronics retailer.
Sundown One, located in Central Illinois, has found the formula.
The company has put together a nice marketing mix to carve out a distinctive brand image and personality, featuring:
- Information-based advertising, themed with modest humor and featuring the owner/operators; plus
- Comfortable, in-store special event product demonstrations.
(Disclosure – I’m a satisfied former customer who’s on his own with this marketing commentary.)
Here’s the postcard for their June 2013 event:
Consistent with their brand, the postcard invite ends with this call to action:
“We plan to have a good time. You will, too.”
Check out their local television advertising, which is distinctive, and I believe effective. Sundown One ends each commercial with a unique tag line.
My favorite commercial has this closing line:
Saving beer and pizza jobs in Springfield
Here’s another spot that epitomizes the Sundown One brand, with the tag line:
Keeping you happy because we have no choice
You can watch more television ads on the company’s YouTube page, including:
- Seriously! (their “corporate” ad)
- A Family Business
- Oddly Familiar!
- Goodnight. Sleep Tight.
Central Illinois electronics retailer Sundown One demonstrates how to succeed versus the big national chains. Their two-part formula: Create a relevant brand personality and image based on what’s important to local customers. Reinforce the positioning with dynamic, creative advertising and a series of special in-store demonstration events.
Harvey Chimoff is a hands-on marketing leader and business-wide collaborator who builds marketing capabilities in B2B/B2C organizations that drive customer success.