Since its 1998 launch, Booyaa Clothing Company has experienced not only consistent growth, but also considerable growing pains.

Company Overview
Founded in August of 1998 Booyaa Clothing Company launched in Southern California with a design, the "Booyaa" name, and a vision of the most functional and stylish fishing short available on the market. As the popularity of their fishing short exploded in California and the word "BOOYAA" swept the nation, they quickly realized two things. They would need to expand their products to include hats, t-shirts, visors and that it was time to market nationally. "We knew it was time to expand our market but we were incurring heavy expenditures to expand our product offering" says Mike Romero, Founder and President. "With the cost of television and effective print ads, it seemed the internet offered by far the best value for expanding our market nationally"

Business Challenge
Because expanding a local market nationally can be a very costly endeavor, Mike Romero was looking for a solution that could help finance the expansion while offering exposure for their brand at the same time. After thoroughly researching the television, and print options that were too expensive for the Return on Investment they offered, Romero found a powerful, cost-effective solution through First Light Net's products and services.

Solution
According to Romero, he expanded his market and brand awareness Internationally, increased the margin in his sales by selling direct to the consumer, and know has an ongoing revenue from online sales at his website. Romero says "I recommend First Light Net services to all manufacturers, They definitely propelled us into the Internet Market. The return on investment is so much quicker then print or television, you see your sales increase immediately, as a manufacturer selling to the consumer the margin of profit is almost 20% higher, and the capital it takes to get started is a fraction of other forms of advertising". Romero credits the following First Light Net services for their success online:

First Light Net Banner Advertising: As an ongoing form of promotion banner advertising is the most cost effective way to promote our site and promote internet specials.," he says. "The bottom line is that we want to reach the most possible fisherman online in the most cost effective manner possible and they offered the best rates with the widest reach to our demographic."

First Light Net Newsletter Sponsorship: Romero uses email for specific promotions. He knows when he has a great offer with a good profit margin there is no faster way to sell his products then a targeted email campaign. By using Predatorial Advertising's double opt in newsletters to get the word out, he's able to target his promotion to the exact demographic he needs, send his offer to people who want to receive it and get instant traceable results! "Our sales and inquires start coming in within minutes of the newsletters going out," says Romero. "We can then track the sales and results and know exactly how our promotion did. What other form of advertising offers that kind of immediate gratification?"

First Light Net Search Services: Maintaining top listings on a variety of search engines helps drive new visitors to BooyaaClothing.Com which increases sales. Romero uses First Light Net for all search submissions—a feature he greatly appreciates. "before working with Predatorial Advertising you could enter our companies name in a search engine and still not see us in the results," he says. "It's very important to be in the search engines. We now not only are listed but have solid placement in a variety of keywords." Having First Light Net handle his search placement allows him to concentrate on other areas of his business and having the search placement pays far more then the cost of the services they provide.


Business Benefits
Increased efficiency and agility
Before using First Light Net for search placement and Banner Advertising, Romero had no search placement and he submitted his banner ads manually to individual sites for promotion, which took an incredible amount of time and was far more expensive (not to mention his concerns about how many unique anglers were seeing his banners). Using First Light Net he promotes on over 100 sites that average over 1 million unique outdoors people a month, and can see the results and statistics from one location using a user name and password. "Working with First Light Net gives me the confidence that I am maximizing my companies exposure on the internet.," says Romero. "That's why we have been using them as long as we have and will continue to. They excel at everything from the regular ongoing online promotion we do to the big event and special promotions we do."

Expanded customer base
Romero also credits First Light Net products and services with turning online sales from an ancillary revenue stream into a major revenue channel for the company. Since using First Light Net, Romero says the internet never ceases to amaze him. "With the expansion we've seen from the internet using First Light Net it would not surprise me if in the next 5 years our internet sales surpass our distributor sales," he says. "I definitely understand better now why manufacturers like Nike, Adidas, and other large manufacturers have become so serious about selling online. "

Increased Margin
The company's online advertising has been especially beneficial to them in the form of increased profit margin.," says Romero. "Although the additional profit margin is a wonderful benefit for us as a company, one of the really special benefits is that we never turn a customer away. If a consumer goes in to a store that is out of stock on one of our items they always have a place to purchase what they are looking for on the Internet."

Solution Overview

Customer Profile
After launching their Website offering a functional and stylish fishing short, BooyaaClothing.Com has evolved into one of the most popular fishing apparel stores online offering a complete line of fishing apparel and accessories. Selling products in all 50 states and even internationally they credit much of their expansion to First Light Net and the Internet.

Business Situation
Booyaa Clothing Company depends on branding their name, and being able to quickly and effectively launch new products. First Light Net products and services have played a key role in establishing new markets, expanding sales, reaching customers quickly and being able to very effectively track consumer response to new product offerings.

Solution
According to Romero, return visitors keep coming back to the site and they reach new visitors with the launch of every new banner or email ad campaign they run with First Light Net. 

Benefits
• Advertising begins producing traceable revenue immediately

• Dramatic sales increase with higher profit margin

• A proven Web presence has helped BooyaaClothing.Com to build an International market

• Booyaa Clothing Company has a way to instantly gauge consumer response to new products

• Booyaa Clothing Company has a way to instantly gauge consumer response to new products

Services used by Booyaa Clothing Company
First Light Net Banner Advertising

First Light Net Newsletter Sponsorship

First Light Net Search Engine Services

First Light Net Website Development (to enhance existing site)