Small businesses need to maximize their strengths and minimize their weaknesses. But when your biggest weakness is also core to your industry, the better strategy is to take control of the message.
That's exactly what one Idaho compost and fertilizer company has done.
Inuit announced today the finalists of it's "Small Business, Big Game" contest. The company will fund a 30-second Super Bowl ad for the finalist with the most votes from the public by December 1.
Among the five finalists, chosen in a vote by thousands of Intuit employees, is Poop.
Idaho fertilizer maker Poop Natural Dairy Compost is hoping to win the commercial prize.
Instead of coming up with a name with no relation whatsoever to what they do, they embraced their product.
Well, it's their cows' product, actually.
But anyway, they're, um, pushing, for votes in the hopes they'll win the Intuit contest and get in front of 100 million people in an ad during the biggest American football game in the world.
The company's founders describe themselves on their website as "a few guys who had some free time, a little motivation, and a WHOLE LOT OF COW POOP." If there's ever an event during which to market a company with their product and their zeal for truth in advertising, it's the Super Bowl.
Decide whether you'll support them here.