Bottling Christmas…

29 November

The fact that I don’t love Christmas is irrelevant to this post. I do love real Christmas trees that grow outdoors and I’m a big fan of a US company called Juniper Ridge. They have a brilliant marketing story. When I say marketing story I don’t mean ‘made  up’ story. The best business stories are real ones that tell people why you do what you do.

Juniper Ridge are the world’s only wild fragrance company. They bottle and sell natural scents found in nature.

According to the ‘About’ page, ‘Juniper Ridge was founded in 1998 by hiker, mushroom-forager, and wilderness enthusiast Hall Newbegin‘. What makes this company so different is their obvious passion for being out in nature. All employees are trekkers and hill walkers. Producing scents and perfumes came as a result of wanting to share the outdoor experience with other nature lovers.

juniper ridge christmas in a bottle

We are the world’s only wild fragrance company. We’re hikers and backpackers, not fashion or luxury-industry types. We distill colognes and perfumes from real plants, bark, moss, mushrooms, and tree trimmings found hiking the backcountry. A hundred years ago, all perfumes were made this way. Today we’re the only ones who handle every step of the process ourselves, from beginning to end.

Juniper Ridge happen to have a very visual product and they use imagery to tell their story. It’s interesting to compare the different platforms that businesses choose to tell their story. Have a look at the Juniper Ridge facebook page, Instagram account and blog. They have almost 28,000 followers on Instagram, so they’re obviously doing something right! There’s definitely an element of ‘armchair travelling’ when you follow these trekkers online.

juniper ridge
 

In my coming posts, I plan to feature businesses who don’t have a very visual product or service. What different ways are there to tell a story, other than with plain text? I’ve already written about using audio effectively. I’m really interested in business videos at the moment. Short video content is the next big thing. We’re going to have to learn how to be comfortable in front of the camera! I’m going to research companies that are either making or using video content. Let me know if you find any great examples. Drop me a line if you’re too shy to comment!