Stick to What You Know, and Outsource The Rest.

Toy Store-2

By: Gordon Conner

Suzie Stratton, the president of Tinker Toys, a neighborhood toy store in Abilene, Texas, learned that finding the right branding partner is crucial in today’s specialized world.

For years, the company had succeeded with print advertising, but needed to also adapt to the Internet. She tried several local web-development and search-engine-optimization services and, according to Suzie, “wasted money on ideas from salespeople whose number-one priority was their commission check.”

But then, by luck, Suzie was introduced to a company that specialized in online and offline branding, particularly in the small business sector.

“Their team had an extensive background in building brands for small businesses in this market. They understood our challenges and what we were trying to achieve,” she says. “After seeing the results from their initial recommendations, we expanded our relationship with them, which included digital and traditional advertising, social media, lead generation and other agency related projects. We’ve worked with different advertising and marketing agencies and I’ve learned that it’s critical to work with people who have a deep understanding of what we do.”

Stratton is a toy expert, not a marketing wizard. Marketing is a specialty. Don’t make the mistake of trying to do it on your own.


About the Author

Gordon at St. John
Gordon Conner
is a Branding Consultant/Coach and Copywriter who helps build killer brands for small local businesses. He has been providing advertising, marketing, branding and copywriting services for 39 years and lives in Midlothian, Virginia. He can be reached at, or


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