On Friday evening, a small group of bloggers and podcasters met at Stormhoek’s farm in Wellington for a special braai…. And besides having a really (really!) great time, I had some thoughts about Marketing (goodness gracious – does anyone else out there think about marketing while inebriated at 2am??)
Stormhoek wine has become a global marketing sensation, thanks in no small part to their blog strategy – which got them onto Ad Age’s Marketing 50 for 2006 along with huge spenders like Toyota, Fanta and Xbox360. That type of prominence doesn’t happen by mistake… We can learn alot from these guys.
My takeaway thoughts from the braai:
- Sure they sell wine, but they’re in the entertainment business (why do you think people drink wine?)
- Extremely popular business phenomena are usually driven by a core group of enthusiasts at the heart of the brand
- If the product experience is perceived as poor quality, then no amount of promotion is going to make up for that.. There’s got to be authentic passion for the product itself.
- Most importantly, as a Stormhoek enthusiast, I connect with their people – their personality shines through in what they do….
As Hugh Macleod, blogger in chief at Stormhoek points out: Growth will come, not from yet more efficiency (we’re already very efficient), but by humanification (more). In other words, by forming more personal relationships and allowing a smarter, more personal conversation to happen between you and your customers and evangelists.
And lastly: “If you want to have a cool brand, you have to do cool stuff”.
:’-( I am of the unhappiest sort to have missed out of the magical eve at the farm. I’ve been waiting for it since this lunch a very long time ago which is why I was the first eager one at the door when the invitation was announced.
miserable me ..but huge love & thanks to Graham for doing this for us
xx M
Glad you had a good time dear chap and I for one will definatly have a drink or five for humanification:)
Looking forward to the next Stormhoek big love event X
hehe… thanks Max and Dr Chris. Looking forward to sharing many bottle’s with the both of ya
Great stuff!!! Seriously. Thanks for the kind words, Hugh
they seem to have a very “hands on” approach -the kind that really feels u up after one too many (just how we like it) and of course their strategy of connecting with “connectors” like yourself makes all the difference. As a cheap drunk I would highly recommed the brand too
Max – not like u to miss a partytjie of this nature! dont make me get on a plane to CT and open a can!
Seriously good to meet you Dave and glad that you enjoyed Friday evening. Look forward to meeting up next time I am in Cape Town. Alistair
Carls! LOL
Alistair… Likewise man. You guys rock! Definately give a shout when u in SA again, else we shall have to do one of these things your side.
LOL Carls.. seriously.. how swak of me. I would’ve been blind drunk & snoozing under a table somewhere rather than dancing on top of one in the state that I was in %-’
I am very very very sad to have missed out on this legendary eve
(snif)
Don’t forget Dave marketing was not the only topic discussed at two in the morning, we solved the Zim issue, the Iraq disaster, Woolmers murder etc. If only I can remember what those solutions were.
It was however great to have a lively (if slightly drunken debate)
Great seeing you again
I will talk to you real soon re BIZZHUB !!! I was not so sozzled to forget the important discussions
me again, sorry forgot to tell you the links to the pics is up on my blog if you care to view
Hey you!
Was brilliant meeting you and having a good ol’ chat!
Def catch up with you re the school kids education project ongoing
Keep the soul and look forward to speaking soon!
Cath xx
Tresblu – I’m well aware that we made a decision on how to achieve world peace. Haha!
Catherine: Likewise! Look forward to it.
Can you please forward me a road map with directions how to get to you from Distllery road, Wellington.
Kind regards,
Jeanne