I interviewed Kevin Kiene, the CEO and founder of the online provider of property-management legal documents with 300,000 members nationally, for a story for Technically Philly. During our conversation, I found out he was a Fox Chase native who now lives in Frankford, the same neighborhood I now call home, so I wrote a story about him for NEast Philly, too.
That got picked up by the father and son team at Frankford Gazette, who do a great job of chronicling the bad and more importantly the good of their native ‘hood. Suddenly, a few hundred new eyeballs know about Kiene and his product.
After the jump links to both stories I wrote, a couple quotations that didn’t make it into either and the video that prompted it all.
It isn’t the mass appeal of a story in the Inquirer or another major newspaper or magazine, but, rather it’s a smaller, more loyal brood who are invested him because of his ties to the region. That’s something to think about for the future, young marketers. I don’t believe you can undervalue smaller niche coverage.
- “Technically Not Tech: Kevin Kiene CEO of EZ Landlord Forms” for Technically Philly
- Fox Chase native and Frankford resident behind ezLandlord Forms” for NEast Philly
- “Web Entrepreneur Calls Frankford Home” by Frankford Gazette
It was only after I questioned Kiene about his Philly roots that we found we both lived in the same neighborhood — Frankford — and he raved about his ties to the city.
- “There are endless ideas and reasons why I’m here but, really, everything in Philly is the food. I have not had a better food selection anywhere.”
- “There’s a lot of great people in Philly.”
All this came because a friend forwarded me a link to a Phillyblog thread that mentioned a video produced by a landlord form company. The video was a little silly, but I was intrigued by the swing at viral marketing by a relatively small e-commerce company.