There are many reason for not trying to imitate what the big corporations are doing with their marketing.

One reason of course is you don't have millions of dollars to spend.

Another is you don't have millions of dollars to waste.

Just because they are a multi-billion dollar corporation doesn't mean they are smart about their marketing. I've just seen another great example, from a guy that worked in marketing for two of the Big Three Detroit auto companies. First he worked for one, where they set their TV budget by seeing what company #2 spent. Then he went to work for company #2. You know how they set their TV budget? You got it.... they watched what company #1 spent.

As Bugs Bunny used to say "What a bunch of Maroons."