Case Study: TopBulb Beckons with Search Engine Terms

Until 1998, Indiana-based Gray Supply Co. produced only a print catalog, selling hard-to-find light bulbs to the b-to-b and medical markets. Though the company’s founders had hired Phil Bonello as president and CEO that year to increase sales, he also saw a chance to expand the company’s reach. However, he avoided brand-centered (and costly) print catalog means.