The owner of Dunlop Livery Antiques in Dunlop, Ontario was considering a comprehensive marketing strategy with a focus on digital marketing. The industry was changing, popularity was wavering, sales were falling, and distribution channels were shifting. A new strategy was needed to increase revenue, profit, and brand awareness in the shrinking industry. Several placement choices were available, including selling online or at trade shows. A promotion plan also needed to be developed and implemented, which included advertising options such as Instagram and magazines. He needed to catch up with the competition in terms of promotion and distribution. With retirement looming, he had to make some tough choices--how could he promote and improve sales to ensure the future success of his antique business?