5 Rules for Stand-Out Marketing Campaigns
These steps helped an old company achieve record growth, and they can help your business too.
Opinions expressed by Entrepreneur contributors are their own.
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.
Continue reading this article — and all of our other premium content with Entrepreneur+
For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:
- Digestible insight on how to be a better entrepreneur and leader
- Lessons for starting and growing a business from our expert network of CEOs and founders
- Meaningful content to help you make sharper decisions
- Business and life hacks to help you stay ahead of the curve