jamie goode's wine blog

Thursday, February 16, 2006

Just come back from a meeting with James Gabbani (of Cube, a PR company) and Nick Dymoke Marr of Orbital wines, at the Union Club in Greek Street. Dymoke Marr is responsible for Stormhoek, a South African wine brand that should be familiar to those of you in the blogosphere. Decanter.com reports how the clever use of blogging helped double Stormhoek sales in less than a year. The story is told in more detail by Hugh MacLeod, the arch blogger who Dymoke Marr worked with to send out around 100 bottles of the wine to fellow bloggers. The goal was to initiate conversations with consumers, something which has continued through Stormhoeks own blog. It's an interesting story, and I think Nick's got the right idea by trying to initiate some sort of two-way communication, rather than just trying to get his message across, the way traditional marketing works.


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