This month’s Baseline Magazine (June 2007, Issue 073) has a fascinating article entitles “Winery Blogs To Turn Browsers Into Buyers.“ The article charts how Stormhoek (a South African Winery) used blogs to promote their wares as they entered the U.S. market.
In typical Baseline fashion there are hard facts and graphs amongst the insight and quotes.The technologies that Stormhoek used are:
- Blog: Movable Type
- Video: YouTube
- You can view some of the videos here
- Wiki: MediaWiki
- Maps: Frappr Maps
The article mentions two downsides to the blogging strategy:
- Substantial increase in spam to Stormhoek’s website
- Risk of negative comments from customers
Overall Stormhoek was extremely happy with the end results. An article well worth reading.
