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December 18, 2004
Business Blog Case Study: Stonyfield Farm
Several bolggers have already pointed to Rick Bruner's case study on Stonyfield Farm's blogs. It's a good b2b read though.
I think that The 1st time I saw Rick, he introduced the conference to Nick Usborne's Forkinthehead.com. But, I digress...
Business Blog Case Study: Stonyfield Farm
2) What was the thinking behind launching the blogs in the first place?
Our company has experienced phenomenal growth, and we have a certain "personality" in the world--we care about the environment; about healthy food; about supporting family farms. With growth, we fear losing touch with what is a very loyal and committed customer base, and so our CEO, Gary Hirshberg, saw the blogs as a way to continue to personalize our relationship with our customers. He wants to "be real" and saw the blogs as a way to do that--inspired in part by the success of blogs within the Howard Dean presidential bid of early 2004.
3) What is the business rationale? What are you trying to accomplish from a marketing perspective (or otherwise)?
See the above. Again, we want to maintain a close relationship with our customers. As organics grows to be mainstream, we want to show how our brand is in fact different, and invite our readers/customers in to help us do that and participate with us in our struggles and triumphs, to the extent possible. Our blogs "continue the conversation" we've had with our readers/customers since the beginning in 1987, when we had 7 cows and a great yogurt recipe. Today we produce 18 million cups of yogurt a month!
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Posted by Mitch on December 18, 2004 10:06 AM | Permalink
