
More marketers are counting on social networks
This is an excerpt from the Sunday, May 3, 2009 edition of the San Francisco Chronicle.
Benny Evangelista, Chronicle Staff Writer
“Several companies said it’s too soon to tell the exact effect social-media marketing has on their balance sheet. But one small kayakmaker in Sparta, Tenn., said sales of a new model jumped after the company used a Web-based social media release.
In January, Jackson Kayak began marketing an expensive $1,600 two-person model and had hoped to sell 350 by the end of the year. So far, the company has sold 217.
The company used a Web application made by PitchEngine of Wyoming, that includes photos, video and information pre-formatted for posting on blogs and other social media. There’s also a 140-character summary expressly formatted for Twitter.
Reaching core audience
Company spokeswoman Lee Hart said the release has been viewed about 7,000 times, which is a big number for them, especially because it reached the core audience – whitewater kayak enthusiasts.
Former journalist Jason Kintzler founded PitchEngine six months ago when he saw the need for a new style of press release tailored to the digital needs of social networks. The app, which came out of beta two weeks ago, has been used about 5,000 times, including by the American Red Cross, Mattel Inc. and Overstock.com.
“You don’t have to wait for the 5 o’clock news to come on or the 7 a.m. paper to hit the ground,” Kintzler said. “Brands now can reach just as many consumers. Friends, fans and followers, they can reach all of those on their own.”"