Company: Wiggly Wigglers
Contact: Heather Gorringe, Managing Director at Wiggly Wigglers
Location: Blakemere, Herefordshire, UK
Industry: Home and Garden, B2C
Annual revenue: Confidential
Number of employees: 17
Wiggly Wigglers is a natural-gardening retail company descended from a farm in the countryside between England and Wales. Its products are not high-tech, but its marketing certainly is.
In fact, largely due to Wiggly Wigglers' use of new media to build a stable and successful business, it was recognized by Dell as the No. 1 small business in the United Kingdom in this year's Small Business Excellence Awards—and has made it to the finals of the global award.
Staring in 2005, Wiggly Wigglers Managing Director Heather Gorringe all but abandoned traditional marketing and instead took up a podcast, a blog, a wiki catalog, an e-newsletter, and social media outlets such as Facebook and YouTube.
The company has since reduced its annual marketing costs from over £100,000 to less than £3,000, all the while expanding its customer base and building international brand recognition.