Want devoted customers? Don't just sell them a product--make an impact on their lives.
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In a world fixated on aggressive marketing strategies, MissyPark, founder of Title Nine, a multimillion-dollar retailer ofwomen's athletic apparel and sportswear, is proving thatsometimes the best way to reach customers is just to get real. Realwomen are featured as models in the company's catalogs and onits website, and Park's voice is heard on the company'sphone recording. In addition, Title Nine's seven retaillocations organize athletic activities, including hikes, cyclingtrips and even a Mother's Day run, thereby turning customersinto friends.
Effective marketing? Yes, but that's not what drives Park todo it. Being a relevant force in her customers' lives has beenher goal since she founded the Emeryville, California, company in1989. Says Park, 44, "As long as we're relevant,they're going to choose to shop with us, spend theirMother's Day with us, spend their evenings with us, and that,in the end, translates into a profitable, growingbusiness."
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