Remarkablogger

After reading this article in the Nashua Telegraph (New Hampshire), it really struck me how Stoneyfield Farm, to their credit, gets it right with their blogs. Their blogs aren’t even about yogurt! They’re about farming, raising healthy children, and eating healthy food. And they’re about something else—something not mentioned in the article (and probably it shouldn’t be, or it would turn women off). They’re about marketing to women, and doing it right.

Stoneyfield’s CBO (Chief Blogging Officer~my title for her) is a woman, Christine Halvorson (formerly a journalist and a writer for the Old Farmer’s Almanac). The percentage of men who do grocery shopping in general, and who specifically would buy Stoneyfield Farm’s organic dairy products, is quite small. Women marketing to women. Tom Peters says men simply cannot market to women (and if you don’t know who he is, you’d better!). So, while the Telegraph article isn’t about marketing to women—ostensibly, it’s about blogging—I say that it is about marketing to women. By unspoken word. By example.

Learn from their example.
Hire women bloggers, or get women from within your organization to begin purposefully blogging.
Stoneyfield Farm CEO Gary Hirshberg doesn’t know of a direct correlation between blog traffic and yogurt sales. That might seem scary, since they’re pumping about $100,000 a year into their blogs. But what he does know is that the blog readership is way up: over three thousand. Most of them are probably women. Women buy yogurt. Does it affect sales?

In a way, no. What it affects is the relationship these women have with a trusted brand. Now, does that affect sales? What do you think?

On a personal note, I quickly realized as I was choosing categories for this post that I had no category for marketing to women! An oversight which has been quickly corrected by this man.