The Marketing Memo #5: How A Yarn Company Earned $2.5 Million from Martha Stewart’s Prison Release

Hey there marketers,

Welcome to the fifth issue of The Marketing Memo. We’ve pulled in three can’t-miss resources for you to check out.

But first, let’s ponder the downfall of X’s ad spend revenue.

Had a good laugh at Elon’s expense? Now you’re ready for today’s newsletter. Here’s what we’ve got:

1. A tutorial to newsjack —increasing sales, get PR, without buying ads

2. A marketing tool to send personalized videos at scale

3. A quick tip to quickly snag a featured snippet

Let’s jump in.

Long read: How My Yarn Company Earned $2.5 Million from Martha Stewart’s Prison Release

As soon as we saw this title, we knew there was going to be a huge story behind it. Sure enough, author Ilana Rabinowitz blew our minds with her tale of how her small yarn company successfully “newsjacked” Martha Stewart’s prison release.

“By the end of the month, the free pattern [of Martha Stewart’s prison poncho] had been downloaded over half a million times. It crashed our website. Sales of the yarn we used in the pattern spiked,” writes Rabinowitz.

Raboniwitz details the seven steps she recommends anyone u

se to newsjack similar trending news events to capitalize on existing headlines and public interest to generate sales. Read below:

📹 Personalization, but at Scale - Bonjoro

Bonjoro is your go-to tool if you’re looking to connect with your audience or customers in a personal way or enhance customer experience and relationships while using smart tools and automations to your advantage.

You can use Bonjoro to thank or welcome a new customer, follow up with a lead, or directly interact with audience members at scale by sending video messages from your phone or computer. It’s the perfect combination of smart digital marketing and personal, memorable messages.

There are three main use cases for Bonjoro:

• Video messaging: Sending personalized (or mass) videos to your audience or customers

• Collecting & publishing customer testimonials

• Screen recording & sharing: To educate or onboard your audience/customers.

Sinem: “I started using Bonjoro because I wanted more personal interactions during my launches, and it worked like a charm. We sent personalized video messages to participants of a free challenge we hosted and saw significant growth in conversions. We also sent mass videos to remind our audience of deadlines and the start of live events to create more excitement and engagement. The phone app and integration with Convertkit made it particularly easy to use Bonjoro as an effective tool during our launch”

🧐 Today’s Tip: Incorporate featured snippets into your SEO strategy

Think you need to rank on the first page of the search engine results page (SERP) to get a snippet? Think again. We loved reading about this content strategist’s process for getting featured snippets time and time again.‌

“Featured snippets are a great way to get traffic to your site…but the power of the featured snippet doesn’t lie in the CTR, but in the fact that anyone can get one, even if they are currently on page 2 of the SERPs.”

In this 3 step guide, Alex shows the steps he uses and the exact results he’s gotten.

Read the full article here:

Loved this newsletter? Forward it to a marketer you love in your life.

We’ll see you next Monday for the next Marketing Memo.

- Kati, Sinem, and Zulie

Subscribe to The Marketing Memo

Why subscribe? A memo (AKA a memorandum) is defined as “a way to inform a group of people about a specific problem, solution, or event.” When we thought about what we wanted to deliver with this newsletter, that definition hit the nail on the head.

If you want to keep up with problems, solutions, and news in marketing, The Marketing Memo is your ideal Monday read.