The Single Pinterest Pin That Launched a Company

SocialMktgFella
Andre Bourque Managing Editor -Technorati Media, Content Marketing Expert, SMT Board of Advisors, Technorati Media | Status Creative | Social Media Today

Posted on September 10th 2012

The Single Pinterest Pin That Launched a Company

ImageGo to Rodworks.com today and you’ll find a company that prides itself on offering a vast selection of unique iron works and home décor. The small store peddles picture frames, racks and designs you can’t find anywhere else. Step on into the company’s web site, read some decorating tips, have a look around, select what you like, and buy.

A year ago, however, you couldn’t do that. Back then, boutique shop with a handful of stores in Utah, Nevada and Colorado didn’t even have an online shopping cart. They didn’t need one, really. Their small following of customers could swing by the shop, or just pick up the phone and call in an order.

The "Pin"

Everything was manageable and humming along just fine until someone wrote a blog post. On Halloween 2011, Lindsay, the self-proclaimed “gal that runs a DIY blog,” was doing what she always does – sharing her stories of home craft projects. This time, the mother three boys and author of the Country Girl Home blog posted about her newly fashioned "hand crafted" sofa table.

Image

The problem that arose wasn’t the sofa table, but what hung above it.  This particular DIY article set the wheels in motion for what truly illustrates the power of social media for business.

I was first made aware of this story by the folks at Avalaunch Media, a firm that knows quite a bit about social media marketing. Speaking at the SES Conference in San Francisco, the session topic was Pinterest as an effective marketing tool. True to subject matter, these guys told the story spot on.

Lindsay’s picture was pinned to Pinterest, and then re-pinned over and over. 

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Someone mentioned that the rod could be purchased at Rod Works, a veritable crisis arose, and the company had to react. Rod Works was literally bombarded by Pinterest users into opening their online store in February 2012. “We got emails daily for months from Pinterest users, so we eventually opened up our online store in February,” said a company spokesperson. “We quickly sold hundreds of the frame rods and now sell many other unique items daily.”

Anatomy of a Pinterest-induced, Product Demand Crisis Image

Good Product + Advocates = Social Media Power

In the end, the moral of the social media story is this: good products, that generate good following, have the potential to explode in popularity with the right social channels. Craftsmen and artisans around the world take note, sharpen your Pinterest pinning skills, and brace yourselves for the potential of something remarkable.

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SocialMktgFella

Andre Bourque

Managing Editor -Technorati Media, Content Marketing Expert, SMT Board of Advisors, Technorati Media | Status Creative | Social Media Today

Andre Bourque (Social Marketing Fella) is the Managing Editor at Technorati Media. He is a contributing blogger here on Social Media Today, and sits on our Board of Advisors. Andre has held positions in technology marketing at Sun Microsystems, Intel, Web 2.0 startups, and most recently in the in-flight entertainment industry. He serves as a copywriter and content marketing strategy consultant for several firms and brands.

Available for content marketing and PR strategy. Email him here.

 

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Comments

Great story Andre, and one that testifies to the potential of social media to be used as a marketing tool (Pinterest in particular). 

This is an amazing story, that really shows the power of social media.

Great post and proof of how much Social Media can indeed boost your business. Pintrest is huge in the USA and is just starting to get a real hold in the UK and the sooner the better to be honest!

Great story, thanks for sharing it.  Sometimes, things can be so simple: at least when the right poduct finds the right audience on the right platform ...

What a great example on how to do it right :-) Thanks for sharing!

Thanks for sharing this here. I had a great time sharing the story during my presentation in San Fran at SES, and as I see it here, it continues to show people the power of Pinterest and ROI in this type of social media.  

There should be another step in my flow chart that has you at SES telling the story. Keep 'em comin' Matt! And I don't care what anyone says, pround manly Pinterest fans unite!

A great example of how a bricks and mortar retailer can be motivated to have an online presence by consumers on social media. Consumers really do have the power! If you're not positioning your business to be where consumers are, you will get left behind! Thanks Andre - great example for small business retailers here in Australia!

Thank you for sharing this amazing example of the power of a pin.