Cover Story: Finding the Perfect Balance
This year's economic retreat actually stands to help Gaiam, a product and information services company with a heavy emphasis on sustainability, position itself for greater growth in the near future.
Gaiam sells a wide variety of products — yoga and other fitness tools and instructional DVDs, apparel and linens made from organic fabrics, and assorted personal care products. Having decided a few months ago to reduce catalog circulation by 2.5 million, from the 16 million it mailed last year, the company is more heavily focused on integrating its Web-based prospecting efforts to gain comparable response, greater flexibility and far lower costs. This year it's focusing most heavily on organic and paid search, as well as its highly successful affiliate marketing program.
- Companies:
- MarketLive
- Responsys
- Places:
- Louisville, Colo.
- Wild West