Foreign blog Marketing Case: Wine Blog Marketing case

Foreign blog Marketing Case: Wine Blog Marketing case

[Blog Marketing Research]

Company background:

Stormhoek, a small wine factory, its products are "freshness matters" brand wine. "New Zealand has the best technology to brew white wine, but South Africa's grapes are better," Stormhoek's wines are said to be a combination of the two.

The manufacturer's wines are sold in British Asda, Threshers, Waitrose, Majestic, Sainsbury ' s and Oddbins.

Stormhoek is a small business, not much money, and therefore did not put any advertising in the UK.

But Stormhoek relies heavily on blogs. Its website is a blog. They want to try a new way, a new way of marketing. See how interacting with bloggers can affect the company's internal communications, the company's culture, and then affect the company's sales.

They did a little experiment:

Last year, they sent out about 100 bottles of wine to bloggers.

As long as the blog meets the following two conditions can receive a bottle of free wine:

1. Live in the UK, Ireland or France and have been blogging for at least three months. The number of readers is unlimited, can be less than 3, as long as the real blog

2. Legal drinking Age

Receiving a wine does not mean you have a duty to write-you can write it, you can not write it, you can say good things, or you can say bad things.

Test results:

According to Stormhoek claiming, in June, with Http://tao.kaoart.info/wpcontent/plugins/alinks/images/external.png) No-repeat Right Center " = "return Alinks_click (this);" out= "status=" "href=" http://www.google.com/"_fcksavedurl=" http://www.google.com/" Rel= "external" nicetitle= "Google" >google search the company only 500, and September 8 reached 20000. In the two months, they estimated that 300,000 people had started to know the company by blogging. Here's a wiki, a summary of the blogs ' feedback.

The lag effect of the activity is hard to quantify, but Stormhoek found that in less than a year, they doubled their wine sales, reaching "thousands of boxes".

Some small revelations:

The traditional marketing and advertising model is, I'm paying you a full street, look, this is my product, this is what you want; blog marketing is, hey, this is you and I are interested in the Dongdong, we come to pay attention to it, talk about it. The network is not exclusively digital products and related products, it also belongs to the traditional industry.

Small companies with tight hands can make good use of blogging, should use Blogging:stormhoek marketing costs just hundred bottle their own production of wine traditional marketing and advertising directly affect sales, in the blog marketing, Sales is not a direct goal, but it may be the ultimate impact of a goal.

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