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SoLoMo and How It Can Help Your Marketing

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This story appears in the May 2013 issue of Entrepreneur. Subscribe »

Sometimes a picture is worth more than a thousand words. At Brentano's, it's worth 15 percent off your next purchase.

A custom framing shop and art gallery in Manhattan's trendy SoHo neighborhood, Brentano's has traditionally relied on word-of-mouth to drive revenue; in fact, owner Joseph Brentano calculates that 85 percent of his sales are from referrals or repeat customers. But hearing about the shop is one thing; seeing its handcrafted, museum-quality frames up close is another. "We're a destination business," Brentano explains. "When you frame someone's treasure and you present it artistically and elegantly, that's a very strong advertising tool."

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