(2005-12-30) Stormhoek Sales Increase

Hugh MacLeod says that Corporate Blogging doubled sales of StormHoek in 12 months. by interfacing with the blogosphere, it fundementally changed how Stormhoek looked at treating their primary customers (the Super Market chains) and the end-users (the supermarkets' customers). I.e. it caused an internal disruption, both within the company and the actual trade. Wine drinkers' basic purchasing habits didn't change because of the meme, but the meme allowed Stormhoek to align itself more closely with said habits... You have to remember: there are hundreds of thousands of vinyards in the world, all trying to sell to the twelve or so mass market wine buyers in the UK. So you need a story that cuts through the clutter. I Commented to seek more specific examples of change thinking/behavior.