Small companies have to differentiate. One way to do so is by creating marketing tools that get noticed. That's why a boutique fire truck manufacturer in Atlanta decided that they could no longer afford to play it safe. They had to innovate.

The first step was building a website that lived up to their brand's potential (http://www.foutsfire.com/). It wasn't easy. They needed to get professional quality photography of all their trucks, they had to rework their messaging from the ground up, and rethink the way they thought about their customers. It was an expensive step for a small company, but it was necessary.

The second step was to develop something that would help them get noticed at trade shows. How do you get noticed at a fire truck convention? You do something innovative. In this case, you build a custom touch screen application that let's fire chiefs interact with your products in a way that they've never experienced before. It might not be the same as going for a test drive, but we feel like it's the next best thing.

Check out the demo below: