Even if a product tastes good, really good, that doesn't automatically guarantee commercial success. Getting the word out is also vital. But how can a small entrepreneur with a limited marketing budget compete? For San Francisco-based CJ's Toffee and Toppings, the strategy required deft and relentless social marketing. For founder Catherine Hughes, who after 30 years as a corporate real estate executive decided to stoke her creative soul by tweaking her godmother's time-tested toffee recipe, the challenge to start a new business proved not only exhilarating but daunting as ever. But after receiving rave reviews from friends, she rechristened herself as Chief Toffee Officer and enlisted her cousin Ellin Purdom to help promote the product, now branded as Toffee Talk.
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