Guerrilla Jim Mayfield used WAL-MART's strength to his own advantage.

Jim is a small town specialty retailer of lawn, garden, feed and seed supplies. So when WAL-MART came to town and the other retailers ran for the hills, Jim launched a clever new media campaign of his own.

The campaign said simply, "Go to WAL-MART for paper towels, then come to RAINBOW for your feed." and "Go to WAL-MART for deodorant, then come to RAINBOW for irrigation supplies." Each ad closed with "When you think of WAL-MART, think of RAINBOW AG." During WAL-MART's opening week they also created a sandwich board and handed out leaflets with the line "THINK RAINBOW" in front of WAL-MART.

Results? His sales doubled during WAL-MART's opening week, they haven't gone down since, and people still talk about the ads!