Using Public Relations to Drive Demand

Jill Cartwright hatched the idea for Go GaGa, an online retailer of bags used to tote everything from baby gear to camera equipment, while earning her M.B.A. at Babson. She graduated and started the company in 2007. That fall, she attended trade shows ABC Kids Expo, ENK Children’s Club, and New York International Gift Fair. She emerged with pre-orders and began producing her products, which she says are differentiated by an ergonomically safe strap, in January, 2008.

Ms. Cartwright, 38, learned quickly how to work effectively with the independently owned boutiques that began to carry her bags. “They have a high-touch sales model, walking customers though the store, explaining products, and introducing new brands,” she said. She met with store owners, provided training materials, and sent samples as gifts for staffers. “They all became our brand evangelists and made sure every person who asked about diaper bags saw ours,” she said.

Read the entire article at The New York Times.