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Case Study: How a Small-Business Consultant Leveraged a High-Profile TV Commercial to Generate New Traffic and Win New Business

by Christian Gulliksen  |  
March 13, 2007

Company: LocalZing
Contact: Karl Long, marketing consultant and owner of LocalZing
Location: Pompano Beach, Florida
Industry: Online Advertising, Small Business
Annual revenue: Confidential
Number of employees: 1

Quick Read:

A competing online marketing company's unorthodox approach to self-promotion got consultant Karl Long thinking about ways he could use his personal blog as a public relations tool to help his company, Local Zing.

As a tiny Florida player in the field of advertising for small businesses, Long knew he should consider unconventional ways to promote his company. Taking his cue from the competitor, he launched a campaign that increased traffic on his blog more than 500%, raised his Google profile, and led to new business.

His strategy offers lessons for small firms and independent consultancies trying to compete with much larger competitors with bigger budgets.

The Challenge and Campaign:

A little more than a year ago, Florida consultant Karl Long watched admiringly as a competing online marketing company leveraged a newsworthy event—Howard Stern's move to Sirius Satellite Radio—into a press release for its services.

"They (must have) asked themselves how can we ride on the coattails of that event?" recalls Long. The answer was to write a press release offering a lesson of what businesses could learn from the Howard Stern, King of All Media: Be individual and speak your mind.

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Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.

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