Blog: That viral-marketing is catching
Olly Wehring | 6 December 2006
If you live in the UK, and unless you spend your entire life socialising and working only with teetotalers, you must by now have received the email with the Thresher’s 40% discount attached.
Although we have already touched upon this offer on these pages, the continuing debate in the national press as to whether the offer was a monumental cock-up or stroke of marketing genius means I can’t help but give my tuppence worth.
As I said yesterday, a number of the UK’s papers over the weekend reported that the voucher, allegedly meant only for Thresher’s suppliers and their friends and families, could possibly impact the wine retailer’s annual sales.
However, reports in the last few days are beginning to paint an alternative picture, one that backs up my assertion yesterday that all might not be what it seems.
According to the research group Hitwise, visits to the Thresher’s website (www.threshers.co.uk) leapt eight-fold last week as consumers went looking for the offer.
Meanwhile, the share of UK internet searches for “Threshers” increased more than 2000 times last week.
So, the question remains, has Thresher’s made a huge blunder or has it become one of the first wine companies to truly harness the power of the Internet?
At worst, someone underestimated how huge this offer would become. Margins may be hit, but it’s unlikely they'll be hit to the point of loss. And in the meantime, Thresher’s has gained exposure beyond its wildest dreams and hugely valuable gains in the fight for market share around Christmas - who knows it may even give the multiples a bloody nose.
Thresher’s continues to claim that the magnitude of this offering was never its intent. But that again could be a double bluff. The more it claims to have made a mistake the more consumers are going to believe this is an offer too good to pass up on, and the more the media is going to cover it.
Whether Thresher’s has stumbled on this success (and let’s call it a success for now) or whether it was truly a bold and innovative play by its marketing department, expect to see a lot more of this viral marketing as we move forward.
Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....
Earlier this month, I was most-kindly invited by Accolade Wines to visit the Royal Albert Hall in London. The reason? They wanted to see a tennis great in action, and then give them a guided tour thro...
Do you like whisk(e)y? And, I mean, really like whisk(e)y? Are you at a loose end in the first half of 2017? If so, then I've found just the job for you....
Most of the time, changes at the top of a company present themselves in press releases, stock exchange filings or responses from a spokesperson....
- What's coming up in spirits in 2017? - Comment
- When BRIC markets go horribly wrong
- What's coming up in beer in 2017? - Comment
- Interview, Philip Gregan, New Zealand Winegrowers
- Remy Cointreau's bellwether Q3 - analysis
- Diageo closes spirits e-commerce portal in UK
- A-B InBev acquires Spain's Cervezas La Virgen
- Home entertaining offers drinks opp's - Diageo
- Diageo mulls United Spirits stake buy - report
- Remy Cointreau sets up whisky division
- Global vodka insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global Cognac insights - market forecasts, product innovation and consumer trends
- Global gin insights - market forecasts, product innovation and consumer trends
- Opportunities in Craft Spirits