Seven years ago, in the midst of an economic recession, Boston’s Yale Appliance + Lighting was losing money. “I’d read somewhere that people will buy some things anyway during a recession — and one of those things was refrigerators,” recalls CEO Steve Sheinkopf. “So we pumped more money into radio and newspaper advertising, thinking it would help. It didn’t — it hurt.”
Sheinkopf, who had taken over the store founded by his grandfather, refocused with what was (at the time) a radical approach. He doubled down on a digital marketing strategy that included social media, blogging, reputation management and email components.
Author : Ann Handley