I did a variety of projects for Kate's (click image at left to enlarge - and more projects for this client will be posted soon). But the most important work I did for them was to demonstrate how to cultivate media superstar Martha Stewart, so she could be persuaded to incorporate in-store demonstrations and Kate's products in her many and widely-varied domestic projects. (The store's marketing director at the time and I pitched her ideas regularly for half a year before she began to respond positively.) The introduction of Kate's by Stewart to her audience had a huge impact on the recognition of Kate's brand, and on their internet sales. (Products mentioned by Martha Stewart launched sales spikes, easily viewed on the store's website. These spikes began the moment Martha mentioned certain Kate's products on TV, so the link was undeniable.) Kate's had done no in-store demonstrations or broadcasts previously, but today it is used as a broadcast background on a regular basis.This effort began well before the onset of social media, but a similar approach today using Facebook, Twitter, and other online tools, can yield similar results.
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