July 17, 2006
stormhoek gets pinged by msnbc
Though it seems mostly as the result of marketing strategy, Stormhoek appears to have established itself as the geek wine.
I like it when the Stormhoek meme gets picked up by mainstream media, even in a small way. As a marketer, it tells me the virus is working. Even more importantly, it also tells the same thing to the people who pay my wages.
What's interesting to me about being "the established geek wine" or, as I'm fond of shamelessly calling it, "The Unofficial Cult Wine of Silicon Valley", is the fact that [A] Stormhoek is THOUSANDS of miles away from Silicon Valley and [B] Napa Valley is just up the road from Silicon Valley.
In other words, logic would dictate that the Valley folk would've picked a wine a bit closer to home, indirectly or otherwise. But then the blogosphere came along and changed the rules.
Of course, on another level, it should come as no surprise that a South African wine became "the established geek wine". This is what the internet is all about. Eliminating distances etc.
I'm not sure if I concur with the thought that "it seems mostly as the result of marketing strategy". Two reasons. First, this implies that marketing was some kind of peripheral thing, an appendage to the main event. This to me undermines just how important marketing is, to everybody alive, not just us marketing nerds.
Secondly, it wasn't as if me and the Stormhoek boys just sat down one day and said "Hey, let's just market to the geeks", for inherent brand reasons. The geeks just happen to be friends of mine, people I know, and people who reads blogs. If our readers had instead been sweet old ladies from Wisconsin, perhaps Stormhoek would now be selling to them.
We live in interesting times.
Posted by hugh macleod at July 17, 2006 5:54 PM
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1. There are a lot geeks out there. Any reasonable %age of that audience is worth mega-bucks.
2. Distance...I live where no-one wants to be -- except those that live here. No English spoken. Hot as hell in summer and freezing in winter. But I like living among interesting people.
Posted by: Dennis Howlett at July 18, 2006 5:57 PM
The MSNBC quote presents facts (uniquely defined market) and realities (awesome geek community buying LOTS of THEIR Stormheok wine), and therefore, sort of a compliment to Hugh, Stormheok and geeks worldwide.
The quote also suggests confusion (and apprehension) as the mainstream marketers and advertisers sense that their world has aready become much less relevant and they don't know how to change.
Posted by: Sheamus at July 19, 2006 1:05 PM
Interested in hosting a Stromhoek event in West Palm Beach, Fl. Please provide registration details.
Posted by: Angelina Stewart at July 19, 2006 4:15 PM
Angelina, just go to http://www.thehughpage.com/Stormhoek%27s_100_Geek_Dinners_in_100_Days and put your event up and ping me at firstname.lastname@example.org and we'll organize it with you. If you have trouble with the wiki, let us know and we can help.
PS- Right on Sheamus!
Posted by: Jason at July 19, 2006 8:37 PM