March 13, 2013

Cover Story

CEO of the Year

Effective leaders often credit their team members for successes and achiev...Read More

Featured Articles

It Isn't Easy Being Green

Founding Partners

Sections

Legal Briefs
Social Media and Investment Advisers

Money Talk
Drop in the Bucket

Economic Insight
From Vision to Action

Lessons Learned
The Right Move

TechKnowledge
Measuring Up

EntrepreneurEdge
Needle in a Haystack

Business Trends
Corner the Market

Executive Living
Upper Crust

Players
Players

Profiles
Kirk Ririe

Profiles
Susan Yule

Around Utah
Around Utah

By the Books
"Never Eat Alone," by Keith Ferrazzi

Editor's Note
Are you a credible leader?

Reader's Choice
One for the Books

Focus
A Capital Idea

Industry Outlook
Travel & Tourism

Regional Report
Davis and Weber Counties

Article

Corner the Market

Brick-and-Mortar Retailers Moving into Digital Spaces

Spencer Sutherland

March 13, 2013

“Our initial thought, which was pretty naive, was that we could just sell these online,” says Matthew Brown, Goat Head co-founder. “At first, we were doing maybe five or six sales a month, just people stumbling onto the site.”

That’s when the company hit the Twittersphere. “During our first year, probably 85 percent of the business came from the contacts we’d made through Twitter,” Brown says. “It’s been a really natural way of connecting with people.”

What began by simply chiming in on Twitter hash tags like “snow running” and “fly fishing” has led to contact with influential bloggers, potential distributors and athletes willing to test the product. 

“But after a few months, we realized we needed to get into stores,” Brown says. “The product works better as an impulse purchase, where you’re buying boots and the cashier says, ‘You’re buying boots? You should try these spikes.’”

Leveraging contacts made on the internet, Goat Head Sole Spikes are now available in stores throughout the Intermountain West. Online conversation is also opening doors to international opportunities. After reading an online comment on a British fishing forum, a boot company recently contacted Brown about installing  Goat Head spikes directly into their boots.

“At this point, the product is on every continent but Antarctica,” Brown says. “We’ve been able to operate internationally right from the start. I don’t know how anybody could have done a business like this 15 years ago, or even 10 years ago, without the [digital] tools that we have now.”

Page 12
Utah Business Social
UB Events View All
2014 Fast 50 EventUtah Business Event
Aug 28, 2014
Utah Business magazine along with presenting sponsors Kirton McConkie, CBIZ, MHM, LLC and Newmark...
Community Events View All
PHP Level 1
Jul 22, 2014
Tuesday/Thursday, Jul 15 & 17, 6:00-9:30 pm, Monday/Tuesday, Jul 21 & 22, 6:00-9:30 pm Learn t...
The 3 Percent Road Show
Jul 31, 2014
The Mad Men era may be decades behind us, but not much has changed in the advertising industry as...

info@utahbusiness.com  |  90 South 400 West, Ste 650 Salt Lake City, Utah 84101   |  (801) 568-0114

Advertise with Utah Business

Submit an Event

* indicates required information
* Event Name:
Price (general):
Website (if applicable):
Coordinator's Name:
Coordinator's Email:
Coordinator's Phone:
Venue Name:
Venue Address:
Venue City:
Venue Zip:
Event Capacity:
Date(s):
to
* Event Description:
  Cancel