'Apprentice' Exposure Pays Off for TheKnot.com

Its use as a marketing tool in the Nov. 11 episode of NBC's "The Apprentice" reality TV show is paying off for TheKnot.com.

The weddings site not only gained 3,600 new registrations from brides-to-be right after the show's broadcast, it also generated interest from vendors in the $30 billion-a-year weddings industry.

"I've got e-mails from so many people," said David Liu, co-founder and CEO of The Knot Inc., New York. "I've got one from someone who's launched a new event-planning company in New York. Another's from wedding toast and vow writers. There's one for wedding vows software and another for personalized, custom-embroidered apparel for brides."

They all want to market through The Knot's lists -- just like team Mosaic did on "The Apprentice." The team spent $1,000 to create an e-mail sent June 9 and ended up selling 27 wedding gowns in four hours, netting a profit of nearly $12,800. By contrast, competing team Apex Corp. sold only two gowns for a profit of less than $1,100.

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