SoLoMo and How It Can Help Your MarketingThe convergence of social media, mobile interactivity and geolocation technology has given rise to a new marketing trend: SoLoMo. The name may be a mouthful, but it could signal the next evolution of local advertising.

Sometimes a picture is worth more than a thousand words. At Brentano's, it's worth 15 percent off your next purchase.

A custom framing shop and art gallery in Manhattan's trendy SoHo neighborhood, Brentano's has traditionally relied on word-of-mouth to drive revenue; in fact, owner Joseph Brentano calculates that 85 percent of his sales are from referrals or repeat customers. But hearing about the shop is one thing; seeing its handcrafted, museum-quality frames up close is another. "We're a destination business," Brentano explains. "When you frame someone's treasure and you present it artistically and elegantly, that's a very strong advertising tool."