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.

 

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.

 

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