The value of "unscalable" marketing tactics

In the early days of RJMetrics, the company sought to attract more customers by creating an online rap video. The tactic initially appeared to be a failure, because the video did not go viral. However, it did generate a steady trickle of customers who provided much-needed revenue. "This experience taught us that small companies can actually benefit tremendously by taking advantage of 'unscalable' tactics -- things that can work but will not yield proportional results on a bigger scale," writes Robert Moore, the company's CEO.

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