A Nifty Guerrilla Marketing Strategy

This week’s Portland Business Journal has a feature (subscription required to access the link) on Tom Rennie, who owns a chain of auto detailing shops called Autobella. Rennie’s come up with a very inexpensive way to grab market share as his industry shakes out:

Every week, Rennie pores over the Internet, calling detailing businesses he suspects are no longer in operation. When he finds one that’s disconnected, which he said is common, he calls his telephone carrier and secures the number.

To date, Autobella has about two dozen numbers from defunct competitors ringing into its two offices. Each costs $16 a month per line.

“It’s a smart, inexpensive way to get new business,” Rennie said.


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