Social media? Overrated. Search marketing? Yesterday’s news. Yellow Pages? Seriously? The real small-business marketing silver bullet is, apparently, the uniform. Yes, we’re talking blue-work-shirt-with-a- logo-and-a-name tag uniform.
According to a recent survey, conducted at Suffolk University’s Sawyer Business School, the most overlooked element of small-business’ marketing is the uniform. The survey found that “80% of general building contractors found that their uniform was more effective than Internet advertising” and so on. The way these statements are phrased makes me wonder if the respondents, at least some of them, were being a little sarcastic, as in “80% of spider monkeys could install a muffler better than you, Fred.”
Oh, the study was supported by UniFirst Corp., which as you may have guessed, is “a North American leader in the supply and servicing of uniforms, workwear, and protective clothing.”
So put me down as skeptical. However, if on the next visit to my accountant, I find she’s wearing the same embroidered blue workshirt as the receptionist, well, then I’ll just have to admit I was wrong.