how a small family business pulled off one of the greatest ...how a small family business pulled off...
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11/17/14 9:55 PMHow a small family business pulled off one of the greatest successes i…Tube history - Schaefer Marketing Solutions: We Help Businesses {grow}
Page 1 of 6http://www.businessesgrow.com/2014/02/10/mirabeau-case-study/
@markwschaeferHomeYouUsServicesPublicationsBlog6&6PodcastContact
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How6a6small6family6business6pulled6off6one6of6the6greatestsuccesses6in6YouTube6history
This6is6the6story6of6how6an6entrepreneur6used6a6shoe6and6a6wine6bottle6to6create6one6of6the6most6successfulvideos6in6YouTube6history6and6transform6his6small6family@owned6business.
A6few6years6ago,6I6was6approached6by6a6fellow6named6Stephen6Cronk6for6help6on6developing6a6new6marketingstrategy.6Here6was6his6story:
Left6his6corporate6job6in6London.Moved6his6family6to6Provence.In6the6teeth6of6a6recession,6started6a6new6winery6called6Mirabeau.Has66006established6competitors.
You6read6that6correctly.66006established6Rosé6producers6–6just6in6Provence!
TweetTweet 550 79195ShareShare ShareShare 119 32$comments
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11/17/14 9:55 PMHow a small family business pulled off one of the greatest successes i…Tube history - Schaefer Marketing Solutions: We Help Businesses {grow}
Page 2 of 6http://www.businessesgrow.com/2014/02/10/mirabeau-case-study/
This6was6a6tough6assignment6but6I6do6love6a6challenge6and6most6important,6I6believed6in6Stephen.6Hepossesses6an6excellent6business6mind,6an6urgency6to6learn6digital6marketing,6and6is6a6wonderful6story6teller.6Ihad6to6say6yes!
We6DID6NOT6begin6with6a6social6media6strategy.
We6had6to6step6back6and6figure6out6where6he6could6maneuver6in6a6highly6saturated,[email protected]“me6too.”6Our6initial6activity6was6to6come6up6with6the6data6that6could6lead6to6insight.6Weconducted6a6complete6market6and6competitive6analysis6—6there6was6a6lot6of6existing6material6out6there6sowe6could6bootstrap6most6of6the6research.
We6discovered6that6among6the6hundreds6of6wineries6in6his6region6making6Rosé6wine,6none6of6themdemonstrated6any6capacity6to6do6digital6marketing.6At6the6same6time,6his6potential6retail6customers6weretrying6to6gain6a6foothold6in6the6social6media6space6and6were6creating6a6pull6for6digital6competency6(especiallyin6key6markets6of6the6US6and6UK).6We6found6our6opportunity.
And$so,$we$began.We6had6to6scale6a6content6marketing6effort6quickly6and6decided6that6Stephen’s6primary6source6of6“richcontent”6would6be6video.6He6was6a6natural6on6camera6and6the6lush6and6ancient6countryside6of6Provenceproved6to6be6an6ideal6backdrop6to6explore6wine6making,6food.6history,6art6and6local6color6of6the6region.
Stephen6was6in6it6for6the6long6haul6and6consistently6documented6his6wine@making6journey6in6a6very6humanand6entertaining6way.6He6talked6about6a6labeling6crisis6that6almost6crushed6his6business.6He6created6a6funnyvideo6about6the6ridiculous6paperwork6he6faced6from6the6French6government,6what6it6was6like6to6attend6awine@tasting6competition,6how6the6grapes6were6harvested6in6the6first6morning6sunlight,6and6many6otherinteresting6little6vignettes.6He6shined6a6light6on6his6village,6his6pets,6his6family.6He6lost6his6balance6on6a6grapeharvester.6He6put6a6human6and6modern6face6to6a6stodgy,6traditional6business.
In6addition6to6producing6content,6we6also6had6a6network6strategy6and6continuously6worked6on6building6anactive6wine@loving6audience.6As6his6numbers6and6engagement6grew,6Stephen6was6able6to6use6this6data6withhuge6wine6retailers6to6prove6a6point6of6differentiation.6No6winemaker6in6the6region6had6the6presence6andaudience6that6the6upstart6Mirabeau6had.6The6strategy6worked6and6the6orders6started6coming6in.
Then$viral$happened.On6his6222nd6video,6Stephen6hit6paydirt.6In6a629@second6video,6he6demonstrated6how6to6open6a6wine6bottlewithout6a6corkscrew.6It6has6now6attracted6well6over666million6views!
Why6this6one?
There6is6no6way6you6can6predict6“viral”6but6this6video6had6four6key6elements6going6for6it.6The6video6was6highquality,6it6was6short,6it6was6entertaining,6and6it6was6practical.
Those6elements6alone6won’t6guarantee6anything.6You6also6need6a6heaping6dose6of6luck,6which6he6received6byhaving6the6video6syndicated6through6several6content6sites6and6apps.
WELCOME TO {GROW}
You’re6in6marketing6forone6reason:6Grow.Grow6your6company,reputation,6customers,impact,6profits.6Growyourself.6This6is6acommunity6that6will
help.6It6will6stretch6your6mind,6connect6you6tofascinating6people,6and6provide6some6fun6along
11/17/14 9:55 PMHow a small family business pulled off one of the greatest successes i…Tube history - Schaefer Marketing Solutions: We Help Businesses {grow}
Page 3 of 6http://www.businessesgrow.com/2014/02/10/mirabeau-case-study/
ResultsFor6most6businesses,6slow6and6steady6is6the6way6to6build6an6audience6that6leads6to6business6benefits6on6thesocial6web.6But6what6happens6when6that6“once6in6a6lifetime”6event6occurs?
YouTube6views:64.26million6(and6climbing)Website6video6views:61.86million6(not6counted6in6the6YouTube6numbers)Total6video6views6(approx):666million
At6one6point,6Mirabeau6was6receiving6more6hits6in6an6hour6than6their6previous6best6video6had6received6inthree6years.
The6viral6attention6gave6a6significant6lift6to6all6the6content6on6the6site.6Since6Stephen6had6worked6so6long6andhard6to6provide6entertaining6videos,6the6viral6visitors6stuck6around6to6see6what6else6he6had6for6them.6SIncethe6“shoe6video,”6the6little6winery6has6received6more6than69,0006views6of6its6“About6Mirabeau”6video6on6itsYouTube6channel.6Facebook,6Twitter,6Pinterest6accounts6and6newsletter6subscriptions6had6massive6gains.6Thisis6a6critical6accomplishment6for6a6business6trying6to6show6a6differentiated6position6through6social6mediaengagement.
He6received6massive6media6attention6from6both6mainstream6press6and6wine6industry6bloggers6who6marveledat6his6authentic6and6human6storytelling:
“The%lesson%wannabe%Cronks%should%take%on%board%is%that%throughout%hisvideo6creating%efforts,%he%has%never%sought%to%use%the%clips%to%directlypromote%his%wines%or%the%brand.%They%are%all%intended%to%be%interesting%intheir%own%terms%and%often%contain%no%direct%reference%to%the%brand%at%all.People%who%watch%them%are%merely%invited%to%visit%the%website%if%theywant%to%know%more”
But$what$about$the$money?It’s6too6early6to6project6the6economic6impact6of6the6video6since6this6occurred6just6a6few6weeks6ago,6but6this6iswhat6Stephen6had6to6say:6“We’ve6had6loads6of6new6inquiries6from6retailers6in6the6US.6That6is6where6the6videohas6received6the6most6views6and6it6is6also6the6most6important6place6for6us6to6grow.”
“The6success6emphasizes6our6strategy6–6we6can6demonstrate6the6strength6of6social6media6to6US6buyers.6Ithelps6us6explain6our6difference6to6the6decision6makers6at6the6big6retailers.6Choosing6Mirabeau6is6the6rightthing6to6do6because6it6‘de@risks’6their6buying6decision.6We6are6helping6them6build6demand6for6our6wine.6Wehave6all6the6ingredients6in6place:6critically@acclaimed6wine,6great6back@story,6great6package,6great6marketing.What’s6there6not6to6love6about6Mirabeau?”
Last6week6I6taught6a6class6at6Rutgers6University.6Out6of6306students,6three6had6heard6of6Mirabeau6Winebecause6of6this6video.6There6is6no6other6way6a6small6family6business6in6a6tiny6French6village6could6havereceived6this6kind6of6exposure6without6a6social6media6strategy!
What6an6amazing6time6to6be6in6business,6What6an6amazing6time6for6Mirabeau!
I6would6love6to6hear6your6questions6and6comments6on6this6case6study.
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11/17/14 9:55 PMHow a small family business pulled off one of the greatest successes i…Tube history - Schaefer Marketing Solutions: We Help Businesses {grow}
Page 4 of 6http://www.businessesgrow.com/2014/02/10/mirabeau-case-study/
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• Reply •
Fiach Maguire • 9 months ago
Any marketing campaign which creates demand without satisfying thatdemand seems a bit pointless to me. Too much social media marketing isfocused on noise creation not actually doing business. The three students inMark's class can't buy the wine so what's the point.
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• Reply •
AMS • 6 months ago> Fiach Maguire
The point is that they heard about it. Buzz is buzz. Some buzz isbetter than no buzz. Tons of buzz is even better. And just becausethose 3 students can't buy the wine, doesn't mean Mirabeau's salesdidn't improve. So that point of the 3 students not being able to buytheir wine really doesn't have anything to do with Mirabeau's bottomline, they were simply proof of the reach of a successful campaign.
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• Reply •
John • 9 months ago
Great story and i love the idea. This story works well for a B to C business,but how would it translate in the B to B world? I work for an 88 year oldcompany and we are always looking for new and better ways to grow ourbusiness.
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• Reply •
Rachel • 9 months ago
This definitely goes along with the idea when someone is seen as an"overnight sensation" that was plugging along for years and years before that- building the foundation needed when success came long. Absolutely loveit!
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Laura Click • 9 months ago
Love, love, love this story! I think the key point here (besides the fact that youdid the research and found the opportunity first) is that Mirabeau had alreadydeveloped a ton of valuable content. If that had been the first video out of thegate, it probably wouldn't have the same impact it will now because theyhave demonstrated that they are experts and know how to provide value.
This also shows that video doesn't have to be fancy, just authentic, usefuland entertaining. Great case study and well done, Mark!
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• Reply •
Tiana Kai • 9 months ago
I love this story! I saw the video and shared it like crazy and received lots ofshares. To see why this "open a wine bottle without a bottle opener" videowent so viral I searched for the same type of video and his is The best. Quickand short. Brilliant!
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• Reply •
Kaarina Dillabough • 9 months ago
Awesome. △ ▽
bralinshan • 9 months ago
That's an amazing story detailing the potential power of social media. I
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11/17/14 9:55 PMHow a small family business pulled off one of the greatest successes i…Tube history - Schaefer Marketing Solutions: We Help Businesses {grow}
Page 5 of 6http://www.businessesgrow.com/2014/02/10/mirabeau-case-study/
• Reply •
That's an amazing story detailing the potential power of social media. Iwonder how much economic impact the videos had on the Mirabeaubusiness before the viral video...hopefully, slow and steady can still win therace. It's nice to think that you can produce something that goes viral but if itdoesn't happen, it'd be great to know that you can still build a good businesson the backs of a solid social media presence...
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• Reply •
Steve Shaw • 9 months ago
Amazing case study, thank you for sharing ... just shows the right strategy,coupled with tenacity and persistence pays off in the end
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Joel Chudleigh • 9 months ago
Great case study - just watched a few of their videos and they are very welldone, mainly because he is such a passionate person about his area ofexpertise.Examples like this are really reassuring as they show firstly, as Marcelamentioned that it is not easy but secondly that any small business canachieve great results on a low budget but through time and perseverence.
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Marcela De Vivo • 9 months ago
What an amazing story! Like Tara said, I love it was on teh 200+th video. Ialways wonder what it takes to go viral, and now I see one of the keyingredients: perseverance. Thanks for sharing!
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• Reply •
Allen Roberts • 9 months ago
Great story, great lesson.Overnight successes rarely happens overnight, they happen after years ofeffort, commitment, experimentation, and often heartache.Just like viral video marketing. We all hear about the one that broke themould, suddenly appeared and grabbed "virality" but rarely do we hear theback-story. Love this one!
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Tara Geissinger • 9 months ago
What I love most about this example is that this was his 200th+ video. It's soeasy to get caught up in instant gratification these days. We publish ahandful of videos and then quickly measure the ROI. If we're not pleased, westop publishing videos and move onto the next opportunity. This is areminder to not underestimate consistency and sheer volume of content. Heknew video was his upper hand and he kept at it. It will be interesting to seehow hitting the "viral jackpot" impacts his sales. Keep us posted!
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Anastasia Birosh • 9 months ago
Content Marketing IS part of traditional marketing. Your company has avision and mission, do a SWOT analysis and go from there. ContentMarketing strategy has to mesh with the marketing plan your company iscurrently using. It's all about help, not hype. "He (Stephen) put a human andmodern face to a stodgy, traditional business".
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mgz1 • 9 months ago
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11/17/14 9:55 PMHow a small family business pulled off one of the greatest successes i…Tube history - Schaefer Marketing Solutions: We Help Businesses {grow}
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mgz1 • 9 months ago
Good, solid and honest storytelling always succeeds. But many establishedbrands have fewer incentives being already widely distributed. Moreover,they also tend to get bogged down legal rules and restrictions. Upstarts havethe desire and business need to be adventurous and risk taking. Anotherexample that comes to mind is Orabrush for its content strategy and socialsavvy that got it into Walmart.
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Ameena Gorton • 9 months ago
Super cool!!! I can't wait for the follow up :)DO love that you highlighted that the marketing plan did NOT start with adigital strategy - too many forget that traditional marketing is far from dead.
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Kristen Daukas • 9 months ago
That is so cool that he's your client.. I remember watching that video explodeon my friends' wall several weeks ago.. I saw it no less than 10 times.
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• Reply •
Steve Woodruff • 9 months ago
This reminds me of what Gary Vaynerchuk did (also with wine and video) -find an empty space, and fill it. What an encouraging story!
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