Tip of the day. Two of the retailers I've mentioned here recently were able to boost their brand through a major marketing move: Victoria's Secret through it's televised fashion show advertised during the Super Bowl and Roots by sponsoring the Canadian Olympic hockey team. These kind of marketing strategies may seem out of league for smaller retailers. But it would be a mistake to think this way. You need to bring the same level of marketing pizzaz to your own, smaller market. One retailer I worked with in Orlando who sells high-end clothing for women went to the owner of the most popular discotheque in town and asked him how much it would cost to host a fashion show. The owner of the disco loved the idea (he too is always looking for new ways to attract customers) and the show was a big success. Another time this same retailer called the host of a popular television show and asked her to film a segment from his store. With smart marketing moves like these, he was having no trouble driving traffic to his store. The question fo you is: how can you create your own Super Bowl or Olympics right in your home market?