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公司：Vero Linens

地點(diǎn)：佛羅里達(dá)州威尼斯市

????最近一輪經(jīng)濟(jì)衰退期間,，向精品酒店批發(fā)高端床上用品的生意也出現(xiàn)萎縮,。史蒂夫?卡拉達(dá)諾不得已嘗試了新方法,。他在在9個(gè)月前建立了一家網(wǎng)站，直接向消費(fèi)者出售床單,?？ɡ_(dá)諾稱：“去掉零售商的中間渠道之后,，平常標(biāo)價(jià)1,100美元的床單套件我只賣500美元?！睘榱嗽谛率袌鰳淞⒘己玫目诒?，他聯(lián)系了幾家室內(nèi)設(shè)計(jì)博客的編輯，比如Habitually Chic, Cote de Texas和Coco & Kelley,。除了向他們提供機(jī)會(huì),，評(píng)價(jià)這些在意大利手工制作的產(chǎn)品，他們的粉絲還可以參加小型競賽,，優(yōu)勝者的獎(jiǎng)品就是一套床上用品,。“他們就是小號(hào)的奧普拉（美國著名主持人——譯注）,，”卡拉達(dá)諾說,。“粉絲對(duì)他們言聽計(jì)從,。他們給公司帶來了信譽(yù),。”獎(jiǎng)品還在博客上引發(fā)了設(shè)計(jì)愛好者對(duì)床單的大討論,，當(dāng)然也增加了網(wǎng)站的銷售,?？ɡ_(dá)諾自己的博客現(xiàn)在也出現(xiàn)在公司網(wǎng)站上,，還為顧客提供咨詢，比如告訴那些新近離婚的男人怎樣選購床單,，這也給網(wǎng)站帶來了額外的訪問量,。他說：“一年前，沒人訪問我的網(wǎng)站,?！倍F(xiàn)在，如果顧客搜索“意大利床上用品”之類的關(guān)鍵詞,，他的網(wǎng)站會(huì)出現(xiàn)在谷歌搜索結(jié)果的第一頁,。

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Company: Vero Linens

Location: Venice, Fla.

??? When his wholesale business selling luxury linens to boutique hotels slowed during the recession, Steve Caradano tried a new approach, launching a website nine months ago to sell sheets directly to consumers. "I can take an $1,100 sheet set, bypass the retailers, and sell it for $500," says Caradano. To build the reputation of his brand in a new market, he got in touch with editors of interior design blogs such as Habitually Chic, Cote de Texas, and Coco & Kelley to offer them a chance to review the products, which are handcrafted in Italy, and to award a set of linens to their followers in small contests. "They're mini-Oprahs," says Caradano. "They have people who are intrigued by what they say. They bring credibility." The giveaways led to discussions of the sheets among the design aficionados on the blogs -- and purchases from his site. Caradano has now added his own blog to Vero Linens' site -- offering advice like tips for recently divorced men on how to buy sheets, which drives additional traffic to his site. "A year ago, I had zero traffic," he says. Today, he notes, his site appears on the first page of Google search results when consumers type in terms like "Italian bedding."