City Critters

HankHeath_at_aol.com
Sun, 25 Aug 1996 14:53:18 -0400

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I just bumped into a small shop that has just opened in downtown Philadelphia
- City Critters. Being located in a very restricted zoning area, and on a
marketing budget that makes a shoe string look large, they have restricted
their offerings to pet supplies. Period. However, the demographics of the
area are in their favor.

What amazed me about the place was that they are taking the time to create an
ambiance in the front of the store. They know their clientele are generally
going to be upscale, so they are gearing their presentation to also be more
upscale. Image and content. Good combination, I thought.

As usual, I struck up a conversation with the proprietor, George. The
partners are fully employed outside of the store, and are working it in
shifts until it is fully self-sufficient. They are students of the marketing
media, and even make use of some of the "guerrilla" strategies that have been
promoted in books with that name.

On leaving, George gave me his business card [in addition to some promotions
they are running], and *yes* it does have an e-mail address on it.

critters_at_microserve.net

Now, I would encourage you to send an e-mail to them, wishing them a good
first year. And the Web marketers among you might want to contact them about
a Web presence. They are offering an up-scale product to a demographically
targeted audience. And their image is quite consistent with a professionally
presented Web presence [I would suggest that those of you who worship the
gaudy schlock designs of Wired need not apply].

Hank Heath
weekly e-zine: Saturday Items

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