Company: Mad Mimi
Location: New York, New York
Industry: Marketing, B2B, B2C
Annual revenue: Confidential
Number of employees: 6
Mad Mimi, a small email marketing service based in New York City, launched its public Web site in April 2008. Competing in an overcrowded field, Mad Mimi wanted to secure a unique position by offering more features for less money.
Mad Mimi's marketing challenge was to create a big splash in the deep pool of the email marketing industry, attracting enough users to start a ripple effect in the marketplace.
But, as an essentially homegrown effort, it simply had no advertising budget. "Our marketing approach was to invest love, sweat and some serious thought into the interface of our little application," according to Gary Levitt, founder and CEO of Mad Mimi.
That is, the application itself was to be the message. And, without a budget, the only solution was well-thought-out viral effort targeting certain segments of the tech community, including blogs.
The results of that effort: Within a week, some 300 customers had signed up to use the newly launched service.