For Gary Hirshberg, guerrilla marketing is where it's at. As the head of Stonyfield Yogurt, Hirschberg says a company blog, free samples, and snappy packaging work considerably better than traditional
advertising campaigns in mainstream media. "When Coke and Pepsi spend all that money, they're trying to buy not only your trial and your interest, but your loyalty. And you know what, it doesn't work,
for them. It only works as much as they're spending," he said in an interview with the New Hampshire
Union Leader. He said the company's Web site boasts 750,000 subscribers. "Dannon doesn't
have that"--and neither do competitors Yoplait or Kraft.
Read the whole story at The Union Leader »
