Golden Girl

When granny talks, people listen.
Magazine Contributor
2 min read

This story appears in the July 2001 issue of Entrepreneurs Start-Ups magazine. Subscribe »

Your granny may call all the time, but it's not every day you get a call from the Granny. About 5,000 corporate gift-buyers nationwide received messages from Granny (84-year-old Pauline Goldberg) in a recent stunt orchestrated by Josh and Seth Frey, 29 and 30 respectively, co-founders of Granny's Goodies Inc., a corporate gift-service in Alexandria, Virginia.

The voice was a comical dialog between Granny and Josh. "After we sent [it]," says Josh, "people called back, laughing and saying, 'We got the ; it was hilarious.'" The campaign proved an effective way to stand out with existing and potential corporate customers during the busy holiday season, when most of the Freys' competitors invest in seasonal catalogs for customers.

In a break from tradition, the Frey brothers concentrated instead on directing traffic to their Web site via direct-marketing pieces and follow-up voice-mail greetings from Granny. The stunt worked. It also prompted the busiest fourth quarter in company history.

"We thought it would be fun to do something creative that people would remember," says Josh. If we hadn't yet established a relationship with them, maybe they'd give us a shot. If we had, it would at least entertain them and remind them to buy from us again."


Contact Source

loading...

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Amplify your business knowledge and reach your full entrepreneurial potential with Entrepreneur Insider’s exclusive benefits. For just $5 per month, get access to premium content, webinars, an ad-free experience, and more! Plus, enjoy a FREE 1-year Entrepreneur magazine subscription.
Are you paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.

Latest on Entrepreneur