Industry Eye: Prospecting - Crutcheze.com, OfficeMax, Sears, J.C. Penney

The Westminster, Colo.-based company prospects for new customers in three ways:

1. SEO powered by the small business web platform provider OnlyBusiness.com;
2. 25 independent retail dealers
who sell Crutcheze.com goods; and
3. social media, most notably via YouTube.

Crutcheze.com has devoted even more attention to the cost effectiveness and ROI of its prospecting efforts due to the down economy. "You're looking at inexpensive marketing techniques that we're using online," says Amy Vicioso, founder/president of Zoetic Technologies, the parent company of Crutcheze.com. "We focus on our keywords and drive business based on that." —Joe Keenan