13. WHAT are people saying about your
brand or product/services?
WHERE are people discussing your
brand or products/services?
WHO is discussing your brand online?
37. 2,000 blog visitors per month
1st page search results for top 20 keywords
8,000+ site visitors per month - 2x more
15-30 leads from website a month
>$2 million in 2 months
40. About The Yankee Candle Company, Inc.
• Leading designer, manufacturer, wholesaler, and retailer of premium scented
candles
• More than 500+ locations and 25,000+ retailers in 48 countries
41. Overview
• Releasing a new limited-time collection, the Stars and Stripes patriotic line
• Needed to raise national awareness among The Yankee Candle demographic in
time for the Memorial Day holiday weekend
42. Overview
• 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire
and author who appears regularly on ABC’s Good Morning America as its workplace
contributor
• Tory was seeking out brands to feature on Memorial Day Deals segment
46. Approach
• 3 large jar candles from collection for $30 – nearly 60% discount.
• Deal to run for five days – from the Thursday of the feature through to midnight
Monday (Memorial Day).
• Emphasis on the fact that The Yankee Candle Company manufactures its candles
in the USA, another key selling point for the patriotic themed feature.
54. “I just had a customer come in looking for the 3
for $30 deal. She ended up with 12 jars - we
only have 8 God Bless America jars left!! As I
typed this, the customer came back- her friend
wanted 3. As I was helping her to the door, her
other friend called and wanted 6.
A great deal this customer just had to pass
along to everyone she knew!”
-Yankee Candle Retail Employee
55. “Just wanted to let you know that
SALES ARE ON FIRE already this morning
after the GMA segment. Phones are ringing
off the hook, customers are pouring through
our doors, calling their friends, bringing their
friends with them!!!! It’s simply lovely!!!”
-Yankee Candle Retail Employee
