Summary: Sluggishly performing as a web site, HobartCorp.com launched a collateral venture called SAGE Online to broker their industry expertise. Content from SAGE Online was then syndicated to industry intermediaries and ?first tier? influencers with links back to HobartCorp.com resulting in unexpected traffic volume and awareness.

Abstract : Hobart Corp. is one of the leading suppliers of equipment and systems for the food service and retail industries. They were however, late adopters to the Internet. By the time they got online, Hobart.com domain name was already taken, leaving them with the next viable option of HobartCorp.com. The company initially tried banner advertisement to draw traffic to their site but had limited success.

The company then launched, as a separate venture, an industry print magazine called SAGE and followed with an online version (www.sagemag.com) designed to address food industry issues. While the magazine was not designed to sell Hobart products directly, it did establish Hobart?s industry expertise to their target audience.

Enter Dorothy Lane Markets (DLM). Dorothy Lane Markets is little known outside the supermarket industry as they only have 3 locations as of 2002. They are however, known within the industry as an innovator in supermarket practices, marketing and safety. DLM is also known as an industry case study for major chains and are regularly visited by the executives of major chains for ideas and advice. When DLM launched their web site it quickly became a favorite of industry professionals as a source of education and information.

Dorothy Lane Markets contacted SAGE (Hobart Corp) to provide additional content to the DorothyLane.com site. Each article SAGE provided to Dorothy Lane Markets included a linked logo to Hobart?s corporate site. As a result of Dorothy Lanes Markets popularity, Hobart drew an ?unexpected? traffic volume to its site and now provides content to other sites where their clientele are likely to traffic.

Source: ?Public Relations on the Net?, by Shel Holtz, published 2002