1sixty8 Media has its roots deeply entrenched in the mobile enhancement industry. Founder Mitch Schaffer spent nearly 30 years growing and building a world-class mobile electronics business in the small town of Lehighton, Pennsylvania (population 6,000). A business that he started in his parents’ garage in 1992 quickly flourished, and the profits rolled in. He invested heavily in newspaper, radio, direct mail, television, and Yellow Pages advertising. For a time, this approach seemed effective.
In the mid-2000s, it became clear that traditional advertising was losing its effectiveness. Business declined, and profits turned into losses. When ad salespeople suggested spending more to drive business, Mitch recognized this as a potential path to failure. Instead of giving up, he decided to give it one more year and made a bold move against conventional wisdom: He canceled all of the company’s traditional advertising, figuring he had nothing to lose.
The next steps he took defined the future of his company and laid the foundation for 1sixty8 Media.
Observing his friends and family, Mitch noticed they were increasingly turning online for information about potential purchases. The world was using the web to become better-informed consumers. His company had an attractive, flashy website filled with images, which had cost thousands of dollars to create. Yet, the expected profits weren’t materializing. The issue was clear: the website was virtually invisible in search results. Mitch likened this to having the Mona Lisa hidden in a cave – a beautiful work of art that nobody could find.
Mitch embarked on a mission to increase his site’s visibility in search results for the products and services he offered. He educated himself about digital marketing tools like AdWords, SEO, SEM, and social media. Implementing these strategies brought quick and dramatic results. In the first week of using AdWords, he generated several thousand dollars in sales from a $200 investment. Moreover, every aspect of this success was measurable, providing clear evidence of his advertising’s effectiveness.
By 2010, Mitch was recognized in his industry as an expert in search marketing and social media. He was invited to speak at the industry’s largest conference about his strategies. That year, his store was named Mobile Electronics Retailer of the Year, the highest accolade in the U.S. Within a few years, he had transformed his business from near bankruptcy to industry leadership, all thanks to effective online marketing.
This success led to an epiphany. If he could achieve this in a small town with a population of 6,000 and attract customers from all over the East Coast in a measurable, quick, and strategic way, he could replicate this success for any local business. This realization marked the beginning of 1sixty8 Media.