“Luck is When preparation meets opportunity”. – Somebody smart.
On Tuesday Morning January 29th the popular sports news periodical, Sports Illustrated, released information about the Alabama based fitness and supplement company, S.W.A.T.S. and their allegations that professional football player Ray Lewis called the company and requested a large quantity of the NFL banned substance, Deer Antler Spray.
ESPN immediately jumped on the story, and just about every major sporting news outlet followed.
Now if you are not a fan of football – Ray Lewis just played in the Super Bowl for the Baltimore Ravens. And for those really out of the loop the Superbowl was last sunday.
Anyway Ray Lewis totally denied using the supplement but it did not stop every sporting major news outlet from saying “Deer Antler Spray” once every five minutes.
In the days to follow Deer Antler Spray was brought back in the forefront of the sporting world when professional golfer Vijay Sing came forward and admitted to using the substance. Now it was reaching media outlets outside of the sporting world like, CNN, Fox News, MSNBC, and several other media outlets across the country and the folks at DeerAntlerSpray.com couldn’t be happier.
Immediately from the time of the start of the Ray Lewis controversy, deerantlerspray.com went from selling a few bottles a day to OVER 1,000 bottles an hour for multiple hours in a row.
Since the story broke last Tuesday morning, the company has increased sales by nearly 4469.72%, and has not showed signs of slowing.
As of right now they have over 25,000 bottles on back order and probably by the time you are reading this its closer to 30,000. But this controversial performance enhancing substance is not going away soon. Its going to stay in the news.
I talked to their CEO yesterday morning and he said they had gotten calls from GNC, Complete Nutrition, Max Muscle and lots of other supplement outlets who want to stock it.
This is an unbelievable story from one of our PAR Program clients.
So the big take away :
These guys started this company a while back and even though they were not crushing it they kept at it. It reminds me of when I started my mobile ringtone website. I did it because it was fun. Then one day it appeared on digg.com and went from 1,000 visitors a day to 150,000 and remained a consistent 75-100k unique visitors a day for years. This is where you see my famous 134,000.00 adsense check from. That site made next to nothing for years.
Much like these guys, I had a multimillion dollar business pretty much overnight.
The best part? SEO or PPC or whatever else he lastest greatest “best marketing practice” had NO factor.
Make a quality service or product and eventually your overnight “luck” will happen.