May 6, 2004, 12:00 AM

Using the web to put legs on a successful p.r. placement

After a magazine cited a Cuddledown comforter as a great value, Cuddledown flagged the item on its web site as a way to continue to tell customers that the magazine had singled it out.

Kurt Peters

Executive Editor

 

Sometimes a web site can be used to extend the life of a successful p.r. placement, Norma Wilkins Gross, vice president of market development for home furnishings retailer Cuddledown told the Annual Catalog Conference’s This Worked, That Didn’t session Tuesday.

Real Simple magazine highlighted a down comforter from Cuddledown as being a good value. Sales immediately spiked. But when they began to trail off, the company looked for ways to reap continued benefit from the endorsement. The answer: The item was prominently flagged-in red-on the web site with the words “As seen in Real Simple magazine.” Five months after the article appeared, 46% of sales of the comforter are coming from the web site.

“Try to reap the benefits of outside p.r. on your web site,” Gross said.

 

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement