Smart Campaigns: A Hard Sell in Family Firms

My company creates and places advertising for a number of small to medium-sized industrial firms. Since IBM and AT&T already have ad agencies, I look for clients in a tier that happens to be filled with family owned businesses.

Most of the family businesses I have worked with are ethical, practical, and unencumbered by layers of management that slow down larger businesses. On the down side, these firms sometimes feel that they are guarding a sacred tradition that outsiders can never fully appreciate. That often keeps them from seeking help from qualified professionals.

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