Hall of Fame Profile: Niche Networking Creates a Buzz for Mannequin Madness

When Judi Henderson launched Mannequin Madness, a business that buys, rents, and sells used mannequins, she knew the unique nature of her business meant she'd need to think carefully about targeting prospects. But her first call wasn't to a prospect. Instead, she networked among potential referral sources likely to bring her business.

"I approached major department stores, figuring that people who needed mannequins might begin their search there," says Henderson. "I approached retail managers, letting them know about my business. I kept fanning out to new niche markets of likely prospects, and found a lot of opportunities to establish referral relationships. "

Soon, major department stores were sending her referrals, and even became sources for used mannequins. She approached lawyers (who often need mannequins for display in trials), meeting and convention planners, theater stage designers, and photographers. All became new markets for mannequins.

"All of these groups turned out to be great ongoing referral sources," says Henderson. "Things really kicked in when I joined their trade organizations and started networking at their meetings and trade shows. Word-of-mouth spread fast because I stood out and everyone in these niches knew one another. Now, people think of me when anyone they know needs a mannequin."

In addition, the unique nature of her business and strong word-of-mouth have created a buzz that not only encourages referrals, but also attracts media attention. "I've been in local newspapers and television, and was interviewed for a special event magazine," says Henderson. "My constant networking and outreach strategies attract a lot of attention, to the point that people now call me 'the mannequin lady.'"