When Hollis Thomases, president of Web Ad.vantage, started her business eight years ago, she was the sole employee and worked from a room in her home. She made $3,000 her first year.
Today the e-business marketing, promotions and public relations firm boasts $2 million in annual billings and has 13 employees. Thomases credits the company?s growth with focusing on a niche area of marketing that, though it has seen its growing pains, continues to be a rising arena for companies across the globe.
“I felt it was important to stay focused, to stay true to what it was that we were fundamentally doing,” Thomases said. “I really thought it would be easier for us to be really focused rather than competing against companies that have been doing [traditional advertising] for years.”
Thomases said the approach has also worked because when a Web Ad.vantage client requires other advertising mediums, the company can partner with more traditional agencies.
“It?s a strategic approach more about cooperation rather than competition,” she said.
While Thomases said the current market for a company like Web Ad.vantage is hot, a few years ago it wasn?t the case.
“I founded the company before the boom and during the boom things were crazy industry-wide, sometimes irresponsibly so,” she said. “Then there was the bust and many companies just collapsed. We stuck it out during those times and stayed alive.”
Thomases added that the agency?s core competencies that have helped it remain viable are search engine marketing, search engine optimization and paid search advertising. The company also provides online media planning and buying, Internet marketing and consulting and strategic planning.
