OR - how about something in the vein of "Your Local Frame Shop - where framing is our specialty - not a department"
I know it's too wordy - but the concept is a good one. We are professionals at FRAMING - unlike the chains - where they are so called experts at 20 different things. Last time I went into a BB/chain store and wanted help at one specific thing the person who helped me didn't know anything about that "department"
We have been running an add for about 6 months with a woman inside a cardboard box and the headline "Get out of the box!". It has caught people's attention and they have commented about it in a positive way. We have also started using that tag in our yellowpages ad.
I got a postcard ad in the mail yesterday, from a independantly-owned digital printing company. Seems we're not the only ones fighting back:
"Indigo? I-Gen? Nextpress? Huh? Who cares what the box is called? We don't. And neither should you.
No-one has provided high-end printing in Nevada longer than RenoType. And over the last ten years we've come to realize that what really matters about a digital print job is that it looks good, is done on time, and does what it needs to do....."