Ari Lewis Profile picture
17 Sep, 11 tweets, 3 min read
1/ In 1975, Gary Dahl started selling rocks for $4. Six months later, he made $15 million dollars.

Thread πŸ‘‡ πŸ‘‡ πŸ‘‡
2/ Gary Dahl was employed as an advertising executive in California. He was at a bar with his friends listening to them complain about their pets. He had an idea.
3/ He joked to them that they should have a rock as a pet. He decided to turn that joke into an actual product β€” "The Pet Rock"
4/ The Pet Rock were smooth stones from Rosarito Beach in Mexico. Each rock came with an instruction manual, straw and breathing hole. The rocks were sold for $4.
5/ He wrote in the marketing that a rock "would not need to be fed, walked, bathed, or groomed, and it would not die, become sick, or be disobedient" The rock was a perfect pet.
6/ Each rock cost one cent while the straws were nearly free. In his first run of the product, he was able to print the instruction manual for free through his job. His biggest expense was die cutting and manufacturing of the boxes.
7/ The instruction manual was titled, "The Care and Training of Your Pet Rock". It included instructions such as properly raising and caring for your pet. It also included how to teach the rock new skills like "sit", "stay" and "roll-over".
8/ He started producing the rocks in April of 1975 and by Christmas of that year, he sold over 1 million rocks. Even though the fad lasted only a year, he sold 1.5 million rocks and raked in $15M in profit.
9/ Sometimes it's not about selling a product, but selling an idea. Gary said, "People are so damn bored, tired of all their problems. This takes them on a fantasy trip β€” you might say we’ve packaged a sense of humor."
10/ If Gary can sell rocks to people, you can find something to sell too. It might just take a bit of ingenuity and clever marketing.

What is your pet rock?
11/ Enjoy this tweet? Subscribe to my twice-weekly newsletter to receive original content about the Attention Economy. I help brands grow their audience.

β€’ β€’ β€’

Missing some Tweet in this thread? You can try to force a refresh

Keep Current with Ari Lewis

Ari Lewis Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!


Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

More from @amlewis4

25 Aug
1/ I publish over 2,000 words a week. Here's how I do it.

Thread πŸ‘‡ πŸ‘‡ πŸ‘‡
2/ I wrote my first essay on April 14th. The goal was to write about brand strategy twice a week. The first post was about Jeni's Ice Cream.…
3/ The post wasn't that good. However, a few people liked it and told me they looked forward to seeing my next piece. So I continued to write.
Read 13 tweets
12 Aug
1/ Why @DeionSanders is Joining @barstoolsports?

Thread πŸ‘‡ πŸ‘‡ πŸ‘‡
2/ Leaving NFL Network

β€’ Deion is leaving the NFL Network as an analyst
β€’ NFL Network offered him a contract with reduced pay
β€’ Deion said no…
3/ Demise of Linear TV

β€’ ESPN, NFL Network and any station that is overly reliant on linear is in trouble
β€’ @ballmatthew explains it better than I can
Read 10 tweets
9 Aug
1/ How I Increased My Twitter Following 205% in three months

Thread πŸ‘‡ πŸ‘‡ πŸ‘‡
2/ Starting to Use Twitter

β€’ On April 31st, I had 1,677 followers
β€’ With the quarantine in full-swing I made it my goal to increase my Twitter following
β€’ I spoke with my friend and Twitter Expert @mdudas
3/ Mike's Advice

β€’ Mike gave me two tips
β€’ Amplify Others
β€’ Share unique thoughts

Read 11 tweets
6 Aug
1/ What I learned from @davenemetz, founder of Bleacher Report, about the future of digital media.

Thread πŸ‘‡ πŸ‘‡ πŸ‘‡
2/ Organic Search

β€’ Dave started Bleacher Report in 2005
β€’ The site was built around organic search
β€’ The site grew into one of the largest sports media properties in the world because of SEO
3/ Shift to Social

β€’ The next generation of media companies were built around social
β€’ Companies like Buzzfeed built their audience by leveraging social networks such as Facebook
β€’ Companies love to talk about distribution, but owning the audience is more important
Read 13 tweets
5 Aug
1/ John Deere has one of the best communication teams in the world. I did an analysis of how they plan and execute their PR and social strategies.

Thread πŸ‘‡ πŸ‘‡ πŸ‘‡
2/ John Deere - The Company

β€’ John Deere employs 67,000 employees
β€’ John Deere has offices in over 30 countries
β€’ John Deere has a social media presence in 54 countries
β€’ Since their start in 1867, they've designed over 690 different tractor models
3/ John Deere - The Innovator

β€’ John Deere's roots are in agriculture
β€’ Today, they view, themselves as a technology company fighting for talent with the likes of Facebook
β€’ They even developed a self-driving tractor…
Read 19 tweets
20 Jul
44 Lessons on PR & Social from @jenalyson (Thread)

Inspired by the Instagram Live conversation between @mkobach & @jenalyson

Lessons πŸ‘‡
Experimental Marketing

β€’ Jen started her career running the Gold Key program at John Deere
β€’ Gold Key provided behind the scene tours to customers
β€’ This taught her the importance of turning customers into brand advocates
β€’ Customers = Storytellers…
John Deere Social Team

β€’ @JohnDeere has a small social media team
β€’ Jen runs PR
β€’ Operates in 150 countries
β€’ Focused on governance, structure, and collaboration of the social media team before content creation
β€’ Focus on amplifying brand, customers, and their work
Read 13 tweets

Did Thread Reader help you today?

Support us! We are indie developers!

This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!

Follow Us on Twitter!