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From nothing, a brand
<ul><li>It’s a treat </li></ul><ul><li>It’s a reward </li></ul><ul><li>It must always communicate specialness </li></ul><u...
<ul><li>Talk to your target market </li></ul>
<ul><li>Thresher’s Voucher </li></ul>
<ul><li>It was infectious </li></ul><ul><li>Monday, Nov 27th : </li></ul><ul><li>Tuesday, Nov 28th : </li></ul><ul><li>Fri...
<ul><li>The infection went viral </li></ul>
<ul><li>...by the 10 th  December 2006... </li></ul><ul><li>Threshers incremental sales </li></ul><ul><li>for December  </...
<ul><li>It all started here... </li></ul>
<ul><li>And the beginning... </li></ul>2003
<ul><li>Catching the eye in the crowd… </li></ul>in the world’s second most competitive business sector
<ul><li>Our options were to use traditional media... </li></ul>
<ul><li>But “old” media has disadvantages... </li></ul><ul><li>Cost </li></ul><ul><li>One way message </li></ul><ul><li>Im...
<ul><li>Whereas new media is... </li></ul><ul><li>Person to person </li></ul><ul><li>Flexible (turnaround in minutes) </li...
<ul><li>And interactivity creates... </li></ul><ul><li>Loyalty </li></ul><ul><li>Trust </li></ul>
<ul><li>So how did the .com blog do? </li></ul>Technorati authority = 250 Top 20,000 blogs in the world
<ul><li>And if you Google(d) “wine”... </li></ul>In 2007
<ul><li>Sales in the UK (£5.99) </li></ul>
<ul><li>And the wines... </li></ul>
Premier Class Winner 2007-2008
<ul><li>The UK’s most popular wine writer chose his favourites… </li></ul>And if you consider that of 17 South African win...
<ul><li>But that’s not all... </li></ul>Best Consumer Campaign in British Liquor 2006
<ul><li>And more... </li></ul>American Marketing Association Awards   2006 World Marketing Top 50 and 41 more...
Newsmaker of the year…
<ul><li>South Africa’s Top Marketing Award  </li></ul>Grand Prix Best Brand Marketing  in South Africa Best brand campaign...
<ul><li>The heroes who’ll take SA forward </li></ul><ul><li>By Jeremy Sampson for the Times  (CEO of Interbrand) </li></ul...
Orbital Crash
<ul><li>The  NIEW  ( N ews  I nformation  E ntertainment  W eb) people </li></ul><ul><li>Social marketing in more than one...
<ul><li>Move with your market </li></ul><ul><li>Measure, assess, adopt their values </li></ul><ul><li>Communicate fun, new...
Blog growth (.co.za)
Sales Growth
We hit the ground running 2008 growth
Over 400 000 people Ranked in Top 25% Average reach per Tweet
Over 650 members Members help each other find Stormhoek or find specific Stormhoek wines Stormhoek group
580 friends Big Love
Stormhoek will be first in liquor industry Find Stormhoek treasure hunts Find unusual wines The Grid
“ the winery blogger no. 1 in the world…” “ My professors are…fascinated by your company…” Stefania Doria, final year stud...
Be innovative Then be good Stormhoek.co.za
 
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How to Build A Brand

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Presentation by Stormhoek Founder Graeme Knox to the Brand South Africa Bloggers Tour, December 2008

Published in: Business, Travel
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How to Build A Brand

  1. 1. From nothing, a brand
  2. 2. <ul><li>It’s a treat </li></ul><ul><li>It’s a reward </li></ul><ul><li>It must always communicate specialness </li></ul><ul><li>It must be available to the target market </li></ul>Wine is a luxury purchase
  3. 3. <ul><li>Talk to your target market </li></ul>
  4. 4. <ul><li>Thresher’s Voucher </li></ul>
  5. 5. <ul><li>It was infectious </li></ul><ul><li>Monday, Nov 27th : </li></ul><ul><li>Tuesday, Nov 28th : </li></ul><ul><li>Friday, Dec 1st : </li></ul>37,000 Downloads 56,000 Downloads 715,000 Downloads
  6. 6. <ul><li>The infection went viral </li></ul>
  7. 7. <ul><li>...by the 10 th December 2006... </li></ul><ul><li>Threshers incremental sales </li></ul><ul><li>for December </li></ul><ul><li>Over 15m Pounds </li></ul>
  8. 8. <ul><li>It all started here... </li></ul>
  9. 9. <ul><li>And the beginning... </li></ul>2003
  10. 10. <ul><li>Catching the eye in the crowd… </li></ul>in the world’s second most competitive business sector
  11. 11. <ul><li>Our options were to use traditional media... </li></ul>
  12. 12. <ul><li>But “old” media has disadvantages... </li></ul><ul><li>Cost </li></ul><ul><li>One way message </li></ul><ul><li>Impersonal </li></ul><ul><li>Inflexible </li></ul>
  13. 13. <ul><li>Whereas new media is... </li></ul><ul><li>Person to person </li></ul><ul><li>Flexible (turnaround in minutes) </li></ul><ul><li>Enormous potential reach </li></ul><ul><li>Inexpensive </li></ul><ul><li>Interactive </li></ul>
  14. 14. <ul><li>And interactivity creates... </li></ul><ul><li>Loyalty </li></ul><ul><li>Trust </li></ul>
  15. 15. <ul><li>So how did the .com blog do? </li></ul>Technorati authority = 250 Top 20,000 blogs in the world
  16. 16. <ul><li>And if you Google(d) “wine”... </li></ul>In 2007
  17. 17. <ul><li>Sales in the UK (£5.99) </li></ul>
  18. 18. <ul><li>And the wines... </li></ul>
  19. 19. Premier Class Winner 2007-2008
  20. 20. <ul><li>The UK’s most popular wine writer chose his favourites… </li></ul>And if you consider that of 17 South African wines that got a mention ... 3 were from Stormhoek
  21. 21. <ul><li>But that’s not all... </li></ul>Best Consumer Campaign in British Liquor 2006
  22. 22. <ul><li>And more... </li></ul>American Marketing Association Awards 2006 World Marketing Top 50 and 41 more...
  23. 23. Newsmaker of the year…
  24. 24. <ul><li>South Africa’s Top Marketing Award </li></ul>Grand Prix Best Brand Marketing in South Africa Best brand campaign – small budget category
  25. 25. <ul><li>The heroes who’ll take SA forward </li></ul><ul><li>By Jeremy Sampson for the Times (CEO of Interbrand) </li></ul>“The companies and individuals who won gold or won Grand Prix should be treated as heroes. They are the best South Africa has.” “ Winner of the Grand Prix for Brand Campaign was Wellington winery Stormhoek, which showed that there are indeed some in the wine industry who understand how to build a brand internationally.” “ The Grand Prix award went to Stormhoek. It is an example of a David succeeding against several Goliaths, and a true international success story.” “ South Africa needs heroes. Countries with strong brands have strong economics. These are the people who will take SA forward.”
  26. 26. Orbital Crash
  27. 27. <ul><li>The NIEW ( N ews I nformation E ntertainment W eb) people </li></ul><ul><li>Social marketing in more than one dimension </li></ul><ul><li>Entrench your brand in the world of your target market </li></ul><ul><li>Ignore all of the rest </li></ul>Our target market
  28. 28. <ul><li>Move with your market </li></ul><ul><li>Measure, assess, adopt their values </li></ul><ul><li>Communicate fun, news, information </li></ul><ul><li>Be memorable </li></ul><ul><li>Never stop </li></ul>Everything is media
  29. 29. Blog growth (.co.za)
  30. 30. Sales Growth
  31. 31. We hit the ground running 2008 growth
  32. 32. Over 400 000 people Ranked in Top 25% Average reach per Tweet
  33. 33. Over 650 members Members help each other find Stormhoek or find specific Stormhoek wines Stormhoek group
  34. 34. 580 friends Big Love
  35. 35. Stormhoek will be first in liquor industry Find Stormhoek treasure hunts Find unusual wines The Grid
  36. 36. “ the winery blogger no. 1 in the world…” “ My professors are…fascinated by your company…” Stefania Doria, final year student Net Economics, University of Trient, Italy, 23 rd November 2008
  37. 37. Be innovative Then be good Stormhoek.co.za

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