SUBSCRIBER-ONLY ARTICLE
A little more conversation
How do you get consumers and the trade talking about a 50,000-case brand with next to no above-the-line marketing budget and without the help of an expensive PR agency? Nick Dymoke-Marr of Orbital Wines managed it, for the cost of 100 bottles of wine (+ p&p). And all by the power of the blog. First, some numbers. At the last count (in December 2005) there were 26 million blogs – short for weblogs, a kind of interactive online diary – in the world, with 85,000 new ones being created each day. And the number of blogs devoted to, or mostly involving, wine? Just 56 worldwide, according to http://wineblogwatch.arrr.net. At least one part of the wine world isn’t faced with a glut. ...
This article is only available to subscribers to Harpers. Subscribers have access to the complete archive of Harpers online, going back to 2002, as well as full access to the Harpers Wine and Spirit Directory. As a subscriber, you would also be able to take advantage of the new keyword alerts service.
|
