Small Budget, Big Impact

Jennifer Devlin's Tampa Bay skincare company, Celtic Complexion, may be a one-woman business, but her goal this year is one many larger firms would envy — doubling revenue.

Her strategy is to use small-budget marketing tactics to get big results. She tries uncommon campaigns, such as sponsoring Oklahoma rodeo rider Tana Poppino to reach women in the West. Devlin is paying Poppino, a champion barrel racer, $600 a month under a short-term agreement arranged by Donnell Rodeo Promotions. “She talks about my product on Facebook, she tweets about it and gives away samples,” says Devlin, adding that Poppino found her natural creams helpful for women who spend a lot of time outdoors.

In another high-profile promotion, Celtic products were included in gift bags distributed to celebrities at the Sundance Film Festival. Devlin caught the eye of Sundance marketers when she donated $10,000 worth of skincare products to victims of Hurricane Sandy. “They decided I was the type of company they wanted to include,” she says.