July 2, 2005

stormhoek and the blogosphere

BAR stormhoek2.jpg

The UK Blogger's Wine Freebie Offer is now closed. The freebies are due to be sent out mid-July, so please watch your mailboxes around then.

And like I said earlier, we're going to be running some sort of similar offer in States pretty soon [though please bear in mind, the liquor regulations are different in the USA than they are in the UK, and we have to work around that].

Somehow I've managed to convince Stormhoek to make the Blogosphere the primary target market.

Bloggers drink a lot of wine. They're smart, opinionated and wired. The like to spread idea-viruses. They like to be part of something.

i.e. They're an utterly wonderful demographic.

Besides that, as both a blogger and chief Stormhoek brand whacko, I have personal connection with The 'Sphere. "Personal" works better for me, it's just the way I was programmed.

So why aren't more non-techie companies convincingly targeting the bloggers? What's holding them back?

First off, I think it's a simple case of The Blogosphere being still very new to them. The Businessweek article only hit a couple of months ago.

The other part of the problem, like I alluded to, is there's a personal element to it. And a lot of marketing meatpuppets don't want to get personal. They want to keep everything official, corporate and scientific. They spent $80K getting their MBAs, dammit, and the last thing they want is to have their status-device devalued by simple, messy, human stuff.

This conversation is just beginning. I start getting the Stormhoek blog up n' running properly in July. Wish me luck.

Posted by hugh macleod at July 2, 2005 11:12 AM | TrackBack
Comments

"Bloggers drink a lot of wine"

What *exactly* are you trying to imply Hugh? :-)

Posted by: Paul Robinson at July 2, 2005 3:46 PM

Good Luck!

Posted by: MD Reeder at July 2, 2005 5:21 PM

'bloggers drink lotta wine...' wats with that hugh?

besides convincing a brand to target bloggers as a unique segment - wow thats something! would like to see how the brand grows. congrats.

Posted by: devilatwork at July 2, 2005 6:05 PM

Yes, we do.

Posted by: Mr. Bingley at July 2, 2005 8:35 PM

Bloggers drink a lot of wine?

Nope, I entered so the wife can have the bottle. I don't drink at all :)

Posted by: Barry Dorrans at July 2, 2005 8:41 PM

Thaatchss bollocksshh... Itchss not tue. What 'ouu lookin'n at? Hughmmm...

Aoffer glaschh... sweety? Oops, shorry Offischerrr... (hic!)

Posted by: Hamish at July 2, 2005 8:49 PM

Hugh, is there any chance of this happening in Lithuania? I would like to participate in this a lot, but sadly I am stranded in a much neglected Eatern European country ;)

Posted by: moxliukas at July 3, 2005 2:01 PM

Yeah, you put it well. I am repeatedly struck by the widespread tendency to instantly (or almost instantly) analyze new capabilities or new ways of doing things (especially connecting like in this blogosphere thingy and spreading information, talking with each other as normal humans are wont to do, etc.) and have the formal, rigid ways of doing thiongs in business rejectthe new ways.

Sociology lags .. but hoo boy .. when it does crest a peak and get into something fundamentally new .. watch for it to do so in very big, massively widespread ways.

All this blogging and connecting stuff is so very new really .. and so many analyze it in the context of a week or a month or a year .. rather than to understand that it will be with us in some form or another from now on, and that it will become the way(s) we do things.

Posted by: Jon Husband at July 3, 2005 5:05 PM

I think I'm a bit confused by the brand name here (possibly too much wine intake...)

Is this available in Asda at the moment - I'm sure I've bought some? (it was very good!)

Or is there another SA wine that's got a similar look and feel to the pack shots that you've teased on your blog (you old ad guy you!)

Posted by: davidcoe... at July 3, 2005 11:48 PM

It's available in Asda, yes. And I've seen it in both Oddbins and Thresher's.

Posted by: hugh macleod at July 4, 2005 8:10 AM