Want to market the way Coke and Pepsi do? Then try cable TV.

While in Atlanta recently, I met a terrific entrepreneur. (Let's call him Steve.) The owner of a chain of pet stores with 30 employees and sales exceeding $4 million per year, Steve has added a variety of products and services through the years, from boarding cats and dogs to dog obedience classes. But the problem is, this year his business has stopped growing-in fact, when we last spoke, it was $40,000 in the red. Steve will have to do something beyond his usual Yellow Pages ad to bring in new business. But what?

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Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.

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This article was originally published in the March 2001 print edition of Entrepreneur with the headline: Cable-Ready.

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