Uploaded March 2013 | Updated September 2026, 3 weeks ago
"Get Offensive" is a stronger message. Time and again I see independents marketing themselves just through some ads and price based promotions. The Big Multiples through loss leaders and heavy marketing are creating a belief that they're better than you. And since there's is the only voice that's heard it's what get believed. Independents need to mount assertive campaigns directing at changing ingrained beliefs. The onus is on independents to prove they're different and better, not for customers to take the risk in finding out whether they are or not. This session will be all about that.
"Get Offensive" is a stronger message. Time and again I see independents marketing themselves just through some ads and price based promotions. The Big Multiples through loss leaders and heavy marketing are creating a belief that they're better than you. And since there's is the only voice that's heard it's what get believed. Independents need to mount assertive campaigns directing at changing ingrained beliefs. The onus is on independents to prove they're different and better, not for customers to take the risk in finding out whether they are or not. This session will be all about that.
