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Case Study: How New Media Helped a Rural UK Mail Order Company Go Nationwide, Global

by Kimberly Smith  |  
September 30, 2008

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

Quick Read:

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.


Wiggly Wigglers specializes in natural gardening products such as composting kits, meal worms, English flowers, and native hedges.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Harvey Ramer Tue Sep 30, 2008 via web

    This is great! It's wonderful to hear about companies successfully redefining their marketing strategy around the web, and doing it well enough to thrive.

    More of these please.

  • by Ruth Seeley Tue Sep 30, 2008 via web

    Kimberly - thank you - this is exactly the kind of case study for which I've been searching in vain for several months now, instead of the vague, 'so and so's business has grown through using Facebook.' We needed the how, and you've just provided it.

  • by Niklas Wed Oct 1, 2008 via web

    Good case study - Though I think it might be a little bit misleading when you are talking about decreasing annual marketing costs from 100.000 to 3.000... OK - thats in the marketing account, but the big question is how many more hours of marketing input is required to wright, record, answer questions etc. Time should never be considered as "free of charge".

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