We ran a number of ads for Remon’s in places like Birmingham Magazine and B-Metro. These full-page ads lived in a slick-print environment of saturated color, which is why we deliberately designed them as black and white ads. But we had a long talk with Remon. “Remon,” we said “you’re target market is a tiny sliver of men in Birmingham who can afford to walk into your establishment and truly invest in clothing. Advertising is not the best way to reach them unless you have the budget to run lots of it.”
And that’s how we came up with the necktie idea. We suggested to Remon that he peruse the local news to find out when new executives either came to town or enjoyed some sort of promotion. We further suggested that Remon deliver to them the gift of a really nice tie with a hand-written note of congratulations. At the very least, these fine gentlemen would tell their friends about the gift and pick up the phone to thank Remon. Better yet, they might feel compelled to drop in on Remon to thank him personally.
We designed the box to feel special and to show off the tie against a crisp white background. The inscription says, “A great tie is a statement of purpose and character. A lesser one is simply a leash.”