The Grommet

A ‘Launch Platform’ for Small Merchants

Challenge

With a PR budget that kept us limited to media relations, marlo marketing was charged with securing three types of coverage for The Daily Grommet (since rebranded as The Grommet): technology-focused press designed to position the client amongst possible investors as a leading tech company, business-focused press coverage that touted the site as a “product launch platform” for entrepreneurs looking to get their products into consumers’ hands, and consumer-focused press coverage that would drive sales of the products available online.


Strategy

After developing foundational materials and compiling all assets necessary to speak to each of the three audiences, we identified media targets at top business, consumer and tech outlets in order to elevate the brand’s reputation and awareness. We positioned the founder as a thought leader in the tech space, and as a business expert on the topic of turning a product idea into a full-fledged national consumer brand. We used current and previous Grommets (the term for the product inventors featured on TheGrommet.com) as examples of affiliate success stories and worked closely with them to secure the assets and information required in order to successfully pitch their individual products to relevant consumer outlets.


Results

Our work resulted in a significant number of placements, specifically designed to reach all three desired audiences. From tech coverage in outlets such as Xconomy and VentureFizz; business coverage in outlets including ForbesWoman.com, Entrepreneur, Entrepreneur Startups and Fast Company; and consumer outlets in both local market outlets like the St. Louis Dispatch, Minnesota Parent and Chicago Sun Times as well as national outlets such as Shape, Women’s Health, Cooking Light and House Beautiful, we successfully drove website traffic and sales increasing their revenue by 400% in 2013. Later that year the #1 Asian retailer, Rakuten, upped it’s initial investment in the company, making it the majority stakeholder of the online marketplace.

 

 

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  • Media Coverage