I interviewed Kristina Hughes and Brian Vermeire who turned a Christmas gift, an organizational tool for their acting auditions, in to a thriving business known as HoldenLog that focuses on a narrow market that includes: actors, models, and live performers.
Today, their product line includes software known as ActorTrack.
Here's a summary of how Kristina and Brian promoted their business:
#1 In early 2001, they used the tool themselves and friends saw them and started asking about it. During that time, one friend was helping them think about a software application for the organizational journal.
#2 They launched a Web site in September 2001.
#3 They began a newsletter which today has 20,000 active subscribers with readers internationally: Canada, Australia, the U.K. plus Singapore and Japan.
#4 In 2005, they began hosting free industry seminars.
#5 They now have 100 commission-based field reps promoting their product line.
#6 They regularly attend industry trade shows held around the country.
Their efforts weren't without obstacles. Kristina told me they would have up to 100 people rsvp for a seminar and then it would rain and only 15 would show. Now, remember, "rain" in Los Angeles can mean steady drizzle.
Today, approaching 7 years, they're now forecasting with plans 5 years out and more.
They remain clear on the purpose of their product.
"Our books and software," said Brian, "helps performers track their Return on Investment."
1 comment:
All of my graphic freelance job projects are obtained through word-of-mouth referrals:-) I agree with you that word-of-mouth is the most powerful and trusted source of advertising and marketing!
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