The program that we launched Tappening with was to send us a message in a bottle. And every person who sent us a message got a note from us thanking them, with a link to the site. The clickthroughs on that were enormous. That was a million names to start. And when you can start with a million names of people that are highly enthusiastic about what you're doing and are partial to your perspective, those are obviously people that are potential future clients. Or, I shouldn't say clients, they're people that are going to want to buy your product.
TM: What channel did you launch in? How did you reach people?
EY: All we did was PR. That's how we launched this company. We had the Web site that we have today and PR programs. ... It was the press that drove the people to our site; otherwise, nobody would've known about us. I mean, we didn't have any money to advertise when we started.
TM: After the press drove consumers to your site, what marketing efforts did you employ?
EY: The campaign that we have right now, a quarter million people downloaded the ads. That's a quarter million new people to come to our site to download our advertising campaign and pass it around. ... People actually have these ads hanging in their offices. They feel like they're making political statements ... People download these ads and pass them around to their friends.
TM: How could a marketer replicate the Tappening marketing model?
EY: I'm not telling. You know, the thing about what we did was ... we were just very good at getting attention. ... It was already happening long before us. What I would say is that there was a fire already happening, and we came and we poured gasoline on it. So, as a business model, when you see a fire somewhere, if you can create a solution and pour some gasoline on it, you will reap the reward of that.