Advertising that works

Advertising that works

Most of you already know that 99% of our business has come from word-of-mouth…and we have nothing to complain about since our business has pretty much doubled each year for the last three years.  However, from time to time we have dabbled with small newspapers, some print and even google adwords with basically no success.

That is until we found HARO.  If you’ve never heard of it, help-a-reporter-out is the recent creation of Peter Shankman.  It’s a simple email list that connects reporters to potential sources for articles, for free.  We’ve been subscribed since there were only a couple of thousand readers, and now Peter’s got more than 35,000 readers and a ton of high profile reporters and bloggers use it to find sources.  We’ve benefited by getting some quality press through connections we’ve made on HARO.

Peter offers one short text sponsorship at the top of each of his emails.  We figured we’d give it a try since the price was reasonable and we’ve never had a chance to put AllyZabba in more than 35,000 people’s inbox.  It turns out, it was the best advertising choice we’ve ever made.

Let’s get specific.  We were having a decent month of December–especially considering the general state of the economy.  Here’s an excerpt from the ad that Peter ran for us on December 16th:

I love HARO sponsors because they send me the coolest (warmest, and softest, technically,) things. This HARO is thanks to AllyZabba, the worlds softest blankie…order today for guaranteed Christmas delivery for only 1 cent!.

And you can see the response from this graph showing our site visitors:

And here is what happened to our sales that day. This graph shows the approximate gross income:

Even with our niche product of high-end, handmade baby blankets, the results were terrific.  It’s a little hard to tell from these charts how good the rest of our month actually was.  We always have a couple hundred visitors in our store and at least a few orders each day.  But, by comparison to “HARO day” the rest of the month looks like nothing.  The graphs also don’t tell the whole story because a lot of the discussions we have been exchanging with people all over are from the HARO connection. We anticipate good things from these new relationships.

In short, advertising that works. You should subscribe to the HARO list and see what you think. What a great way to end the AllyZabba year.