Case Study for Online Marketing
Blogging your way into the big time - Times Online
Soon after starting up, Scottish beer business Brewdog was struggling to sell its product until its co-founders hit on the idea of using the internet to market their distinctive beers.
“It was a hard sell locally at first,” said co-founder James Watt. “People had grown up with lager, and a lot of the pubs in Scotland are tied. So we decided to see if we could interest overseas beer enthusiasts online. We could see an opportunity in places like Sweden and America where specialist beers are popular,” he said.
Watt found the most popular bloggers in each country and sent free samples to them. Having built a following, they convinced local importers to sell their beer and international orders took off. Today exports account for 80% of sales.
Blogs and other inexpensive online social-media tools are the most powerful means of growing a business for those who learn how to wield them, said Watt. “If you are competing against big companies, you have to use every means at your disposal to get your message out there and tell people why you’re different.”
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