Cover Story: Making a Name for Itself

Rather than spend its marketing budget buying ads, Alice.com used social media to cultivate relationships with mom bloggers (mothers have proven to be Alice.com's target demographic), deal bloggers and e-commerce bloggers, who then spread the value of Alice's service to their own followers. Realizing the power and influence blogs can have, Alice.com created two of its own: a community blog and a company blog, both written by Alice.com employees (although guest bloggers also contribute to the community blog). The community blog offers home management tips and advice, how-to posts, features on new products, contests, giveaways, coupons and more. The company blog covers official company news as well as the greater CPG e-commerce marketplace.