Marketing to the likes

Start up businesses are exploiting the power of Facebook’s reach in order to target their audience with zero marketing spend

Last year, Madhavi Rongala Pavuluri decided she was done with employment and it was time she set up something on her own. She thought through her options and concluded that what she was really good at was shopping. And thus came about Yellow Button, a tiny store in Bengaluru’s Indira Nagar, which retails dresses, bags and accessories that are a “bit different” from what you would find in large apparel stores. A month before the store opened, Pavuluri set up a Facebook page for it.