[solistice]

Halfway true. Setting the tone for how they want their company to be viewed is the technique that 500 pound gorillas like Coca-Cola and Microsoft use. It's the atillery barrage approach to selling, and works well if your product is in store everywhere. But in all honesty, tell me how often you've walked into a store and thought to yourself "I feel young and hip today, let me buy some coke".

The thing is, these guy's aren't 500 pound gorillas. I suspect even with funding, they're struggling to make ends meet. That's the point at which they should be using more targeted advertising to get their product out.

For example, someone is looking for measuring tape on Google via their iPhone. That is their ideal customer. Now give them an ad to click on and sell them on your product, get them to order one. They've just aquired a customer at the fraction of the cost they would have in conventional media.

I see startups on here all the time that try to revolutionize an industry by doing things differently, but they'll take over their advertising techniques down to the detail, advertising techniques which are completely unsuited for a company at their position.