Inspiration, Innovation, and Unmatched Customer Service
It was while homeschooling her children that Linda Christopherson got the idea to manufacture buttons for an entrepreneurial class project, starting what would become ‘Affordable Buttons’ in 1994. After launching the first button website on the internet, they attracted their first big sale – an order for 10,000 buttons in two weeks. As is her custom, Linda said, “No problem,” then figured out how to make it happen. The rest as they say is history as Linda’s tenacity and focus on quality products, fast turnaround (same-day shipping), and customer service (saying ‘yes’ when others say no), has taken them from an ambitious family project to an enterprise employing 40, producing and shipping between 30,000 and 40,000 buttons a day. Affordable Buttons has grown into one of the premier button manufacturing companies in the country.
The success story of Affordable Buttons was one of the best-kept secrets in town. Even while serving customers nation-wide, their local presence was low-profile, and the scope of their clientele not widely known. As they launched a companion business, Image Splash Print & Promotions, they looked locally to attract new customers. In order to take the business to the next level, Affordable Buttons needed to raise awareness about their successful enterprise locally, regionally and nationally.
Encore Public Relations was engaged to develop a comprehensive public relations plan that included local, state and national news stories. Positioning goals for news coverage included:
The results were nothing less than spectacular as word spread quickly about Linda and Affordable Buttons. Phase I included pitching and securing solid local coverage that garnered more 400,000+ media impressions in 3 months time. Phase II of attracting and securing trade and state wide media quickly followed and achieved an additional 500,000 media impressions. Phase III national media exploded with three solid placements in Inc. Magazine, including being named to the prestigious Inc. 500|5000 fastest growing companies in the country list and the U.S. Chamber of Commerce top 75 small businesses in America. National visibility media impressions soared to over 2.5 million in less than a year’s time.