"Nearly every sale I have made in some way, shape or form is attributable to my Vocus News Releases."

- Vedante

Vedante Profile:

Barbara Kantor, a 20-year veteran of apparel industry where she mass marketed clothing to stores ranging from Sears to Nordstrom to Saks Fifth Avenue, had found her niche: super-reflective accessories for people and pets that make a fashion statement.

With a background, contacts and relationships in the brick-and-mortar apparel business, Kantor set her plan in motion to target that sector and launched a company called Vedante. Then the economy struck: credit markets dried up and the people Kantor had intended to sell her gear to wholesale, pulled back. Not to be dissuaded, she quickly changed course to adjust for the new business conditions, taking her business online with an e-commerce strategy.

The Objective:

An online business requires an online approach to marketing. Kantor says that the only marketing she does centers on four things - her website, Facebook, a Twitter handle and distributing Vocus online news releases.

The Results:

Vocus news releases work well for Vedante because of their “viral” and SEO effect. Even though Kantor has earned dozens of mentions in local broadcast, print and even national media – she has reached out to a reporter directly only on two occasions. More often than not, they found her, via her Vocus news releases.

Multimedia, including images, photos and videos, is also a key component of her news releases and her success.

“I can tell people all day long how reflective our accessories are, but when they see the product in action at night, it sells itself,” said Kantor. “A photo helps, but video really tells a story that’s short and sweet.”

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