Today in the marketing world, there is a strong pressure to use the benefits of social media to get the message out to potential customers. Not so easy, not so clear exactly how to do this. This article speaks about an entrepreneur, Brandi Temple, who on the throws of trying to create some family income when her husband lost his job, created a clothing company, Lolly Wolly Doodle, manufacturing cute homemade dresses for little girls providing a heart throbbing product for young mothers who fell in love with the custom made approach for their children’s clothing.
Author Tom Foster writes, “Over the past year or so, Lolly Wolly Doodle has become the envy of the e-commerce establishment, and the story of this nice lady in Lexington has become something of a viral legend. At a time when big brands are trying (and mostly failing) to harness social media to goose business, the story goes, an unheard-of startup out in the sticks has cracked the code on social commerce. Behind that little piece of paper on the door, it turns out, is a company that says it does more sales on Facebook than any other brand in the world. And outsiders seem to agree.” Suffice it to say that Facebook took this company “viral”.
The author points out that in 2010 with physical and financial support from friends and family, this entrepreneur as grown this company in and in 3 years, the company produced about $11 million in sales. Today, this company with its 20,000 sq ft headquarters building and 80,000 sq ft manufacturing facility is producing sales approaching $20 million and is closing in on being the biggest employer in Lexington, North Carolina.
This story is a classic example of using social media to a huge advantage. Not only spreading the word about the company and product, Lolly Wolly Doodle is processing orders on the back of Facebook’s news feed algorithm. The keys to success here are the wide viral reach that Facebook created and the connection to a strong emotional tie between product, customer, and this small town employer.
This is a must read for any startup that wants to read about an exciting company capturing the immense power of social media.