A Brand That Lasts
“We have a lot of competition here,” he said, citing Best Buy/Magnolia, Fry’s Circuit City and Wal-Mart, along with several independents. “And we found out in the last two weeks that we have someone coming into the area about four miles from us. We like to think of ‘em, with all due respect, as a carpetbagger. People will ask, ‘Are you a farmer, or are you a hunter?’ Well, when it comes to our customers, we’re farmers; we work for, and protect, and nourish our customers. But when it comes to competition, we’re hunters. We hunt ‘em. We kill ‘em. We skin ‘em. That’s the Texas way.”
The Hunter & the Farmer
The ‘hunter’ in the Marvin approach manifests in many ways, not the least of which is a tit-for-tat promotional strategy that prevents one-upmanship from the competition during holiday sales. “Everyone’s attuned to having sales those days, and you can advertise less with a lot more impact then,” he said.