NFIB

Image Strategy Sets Small Dog Electronics a Breed Apart
12/ 04/ 2002

Company: Small Dog Electronics, Waitsfield, Vt.
The Image Challenge: Distinguishing Your Business From Others

When Don Meyer started a software company seven years ago, he knew he needed a hitch, something that would make his small, online shop standout from the rest of them.

"From the very start, it was clear to me that I had to make my company different. The computer resale business is highly competitive with low margins," says Meyer, whose company has grown by 10 and 15 percent each year.

Not too thrilled about the idea of using the word "computer" in his company's name, Meyer decided on Small Dog Electronics one afternoon as he watched his dogs playing outside.

"The dog thing immediately came to me," says Meyer, a confessed animal lover. "We've been able to do a lot of marketing with the idea."

Customers are sent small plastic dogs with each order. Small Dog's Web site encourages proud pup parents to show off their furry friends by posting online photos and stories of beloved pets. The dog theme is consistent with the company's attempt to portray a casual, friendly attitude.

"We want our customers to feel we're completely approachable," says Meyer. "They trust us because they feel comfortable with us."

Before business owners start sending plastic toys to their customers, Meyer suggests looking at your entire company. "People see through false images very quickly. You have to be able to back it up with excellent service and fair prices."

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This Web extra is a supplement to the MyBusiness article "Why Image Matters," which appears in the December/January 2003 issue.

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