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TheStreet Open House

How A Guy's Last Name Generated $250,000 In Sales And $6,000,000 In Media Impressions For One Lucky San Francisco Company





SAN FRANCISCO, Feb. 11, 2013 /PRNewswire/ -- When Headsets.com's chief financial officer wanted to spend up to $50,000 to win an online auction to have Internet Advertising Entrepreneur Jason Sadler change his name to Jason HeadsetsDotCom, the company president thought he was nuts.  However, Headsets.com won the auction and Jason Sadler became Jason Headsetsdotcom on January 1, 2013.

Since then, the ensuing publicity for Headsets.com has resulted in nearly $250,000 in sales and just over $6 million of advertising impressions in less than two months, so President Mike Faith is a happy man.

"We had CNN, CNBC.com, Fox News and dozens of local stations covering the story," said Faith, whose company carries the largest inventory of brand-name headsets as well as their own line of wireless office headsets, called the OfficeRunner. "We've had hundreds of people call and email their best wishes after seeing the story on TV, the Huffington Post, CNNMoney.com, Tech Crunch and other social media web sites."

The resulting publicity equates to just over $6 million in free publicity according to a Media Analysis Report compiled by Universal Information Services.

"The $45,500 we paid to buy Jason's last name equates to $900 a week, or $125 a day," said Faith whose company generated $30 million in sales annually. "That's incredibly cheap for the $6 million value of coverage we've already had on this. We're calling Jason our Six Million Dollar Man."

The story started last November when the former Jason Sadler, known as the guy who gets paid to wear a t-shirt to promote a different company every day, decided to sell his last name to the highest bidder.

"Earlier this year my mom let me know that she'd be going through a divorce, and as soon as I found that out, as harsh as it sounds, the last name "Sadler" pretty much lost all meaning to me. You see, Sadler isn't my mom's name, and it isn't my biological last name. I've actually had three different last names over the course of my life. Some people may consider this selling out, but I think I've just found the next logical step for my online brand," said Jason.

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