Graham Knox: Stormhoek Case study
Graham Knox, the owner of Stormhoek Wines shared with us the successes of Stormhoek and how blogging has helped them get their brand out there.
On 24 November 2006, they posted a Treshers discount voucher on their blog site; www.stormhoek.com that offered consumers a 40% discount on all wine and champagne bought from their stores between 1 and 10 December 2006.
This voucher was also available off the Treshers web site. On the Monday, 27th November, the voucher had been downloaded 37 000 times from the Stormhoek site.
On the 28th alone, another 56 000 logos were downloaded and on the first day of the promotion, 715 000 vouchers were downloaded from their site.
By the end of the campaign 4million vouchers were downloaded, by far the bulk from the Stormhoek site.
This resulted in stores being sold out and Stormhoek was interviewed on BBC and featured on the front pages of every major newspaper in the UK.
Graham went on to tell us of the huge competition they faced getting their wines onto the shelves in the UK.
They went on to get Hugh MacLeod of the gapingvoid to help them with a strategy and from a zero start in 2005, they now have 1 million hits per day.
Sales went from 20 000 cases in 2003 to 40 000 in 2004, 80 000 in 2005 and the 2006 sales were 150 000. The 2007 projected sales and forward oders stand at 350 000 cases!
Graham went on to mention their accolades in awards for their wines as well as marketing awards won.
This truly is a case of making the internet ( and blogging ) work!
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