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Murphy-Goode’s Smart Marketing with New Media

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Murphy-Goode Winery has an interesting job opportunity that you may or may not have heard of... a 6-month contract to be a "Lifestyle Correspondent" for Murphy-Goode Wine. It pays $10,000 a month - a fairly impressive salary considering that you get free rent on top of it. Oh you also get to learn how make wine.

What does the job entail? It's simply marketing the lifestyle of wine country via the Internet. You'd be expected to connect with Facebook and Twitter users, create videos of your experience on YouTube.

What makes this such a fabulous idea? A couple of things:

  • The Publicity of the Job Itself - What's it worth getting news coverage for this job? Hell, in a tiny, tiny way I'm contributing to the value that Murphy-Goode is getting by writing this post. I'd bet they received more than $60,000 worth of free advertising before they even choose the Lifestyle Correspondent.
  • Getting the Brand Spread Consistently - Part of me can't imagine people will follow the correspondent. However, I can imagine the correspondent will have a lot of Twitter followers and a lot of Facebook friends. This is surely a quality asset for Murphy. They'll increase their mind share, especially if they can keep it going with promotions it's followers.

I work with a company that employs a social media consultant. I don't have any firm statistics, but I'm fairly sure that the company doesn't get the same value for it's dollar as Murphy-Goode is going to. Then again, the product isn't quite as sexy. It's not very obvious to me how they could extend a similar type of promotion.

For a little while, I thought of applying for this position. I ended up skipping it because I'm not very good with the video camera. Also, it would be about 3 hours away from my wife and puppy. While they may be able to come with me, I'm sure my wife wouldn't appreciate that commute. However, it's not too late for you. If you hurry, there's still time to apply for the job. It ends on midnight Friday night.

Posted on June 19, 2009.

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3 Responses to “Murphy-Goode’s Smart Marketing with New Media”

  1. Every now and then, you’ll see big company giving away a top prize of $10K or $100K … and you’ll quickly realize that the commercials that publicize the prize are costing the company considerably more than the actual prize.

    At least Murphy-Goode is getting some work out of the winner. And they definitely improved their mind share – I had never heard of them. I’m not much of a wine person, though.

  2. Fiona says:

    I’m one of the 751 applicants. You can see my video at http://www.areallygoodejob.com/video-view.aspx?vid=01ZIFOrpOq4. I actually enjoyed making the video – it was a good learning experience and has given me some great ideas on how to use video marketing for my own sites.

  3. Travis says:

    OMG I heard about that job, but you’re the only one who’s explained it in this way. It would be perfect for an internet blogger such as yourself, but I understand that family is more important.

    I’d be really interested in seeing what kind of returns they get on their investment.

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