À La Carte Publicity

While working in advertising at The News-Press, Vince Modarelli heard the head of a local agency bragging that he occasionally "fired" clients.

That was not so long ago, when booming real estate sales and droves of people moving to Southwest Florida fueled business. Some marketing firms were able to pick and choose clients on retainer, the traditional model in which a business pays a monthly or quarterly fee for services.

Today, in a rush to reduce costs, many businesses are cutting loose their marketing staff and consultants. Marketing professionals are struggling to adjust, and some are taking a different tack.

The economy’s downslide didn’t stop Modarelli from launching Southwest Florida’s first PRstore last May.

"Before I went to do this, I explored entering into the traditional model," he says, with five clients
at 15 percent of each of their budgets.

But Modarelli saw a market in businesses that are unwilling or unable to pay a retainer. While visiting Charlotte, N.C., he noticed a PRstore, and ended up purchasing a franchise. Businesses are charged for the specific service, such as quarterly newsletters, hourly telemarketing and 400-word press releases.

In less than a year, the Bonita Springs store rose to fifth in total sales among the company’s 34 stores, according to fourth quarter 2007 data, and Modarelli anticipates reaching $500,000 in revenue in 2008. The Bonita location has two full-time employees and a part-timer, and Modarelli plans to expand to Sarasota later this year.

The "Wha’cha need?" motto displayed behind the counter says it all, Modarelli says. His store has support from a centralized staff of designers, copywriters and other professionals at the company’s North Carolina headquarters.

"If I can satisfy you on whatever project it is that you need at this point, you’ll come back," he says.

Of its 75 clients, mostly small businesses, 72 percent are repeat customers.