Children’s bedding e-tailer Javis Davis is about to reach order number 10 thousand, accomplished with an advertising budget of only a few hundred dollars per year. Owner and designer Mary Lou Cothran said, “Since opening in 2000, the force driving the success of our business is the kind of marketing money can’t buy … word of mouth.”
Chat rooms and message boards on websites like BabyCenter, iVillage, and UrbanBaby are fertile breeding grounds for this form of viral marketing. Cothran has discovered that when women make a great find, they are quick to tell their friends, relatives, and coworkers. “I recently took an order from a client in New Jersey who said nine women in her office had ordered from Javis Davis.”
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