| |
| |
|
Marketing Information |
|
|
|
Marketing to the Affluent - with Wine
With its association to an affluent, sophisticated lifestyle, wine can make a good accompaniment when marketing to an affluent audience. However, I am not talking here about ordering expensive wine at a client diner. Wine can be used more creatively and productively to connect to this target audience. For example, wine proved to be a powerful marketing element for a startup magazine targeting an audience that is personally affluent and controls an enormous amount of money. BuySide magazine is a publication for institutional investors and money managers. When it was first conceived, it had to overcome what seemed to be a big drawback. Its founder, Gordon Holmes, lived in Sonoma, California, and insisted that the magazine be based near his home, far away from both the financial and media centers in New York. In discussions with Holmes, I discovered that Holmes' insistence on basing his operations in Sonoma was not just a whim or a wish to have a short commute to work. It turns out that five generations of his family had been involved in California agriculture and he was passionate about California wine and wine-growing. I made a decision to turn BuySide's remoteness from financial and media centers of action into a positive. His location in California's wine country would become part of the magazine's positioning. The first step was to create a private label BuySide Wine. In a deal with local wineries, we were able to source a sufficient amount of BuySide Merlot and Chardonnay. A special wine bottle label was designed to reflect the unique story of this boutique wine. Next, a direct mail campaign was developed using wine as a theme and Buyside wine as a premium. The campaign was aimed at advertisers and companies that wanted to reach the magazine's audience of institutional investors. The chief element of the direct mail campaign was a brochure. The reader was immediately confronted with a stark, bold headline on the front of the brochure: "WHERE DO YOU GO TO TALK TO INVESTORS WITH $TRILLIONS TO INVEST? When the brochure was opened, the inside headline provided the answer: "TO THE WINE COUNTRY" On the left side of the inside page, we developed a fanciful photo that conveyed the message we wanted: In the photo, Holmes was wearing a suit and holding a cellphone, sitting at a desk which had a computer on top of it, in the middle of a winery. Next to the desk was a street sign that said "Wall Street." The other side of the page told the story of Buyside and how it reached this affluent, influential audience of institutional investors. The copy also directed readers to an offer in the back. As part of the offer, companies that responded to the mailing would receive a free bottle of BuySide wine-white or red. The mailing and promotion powered the magazine to success far ahead of schedule. But wine proved to be more than a launching pad in a direct mail campaign. It became part of the magazine's positioning, separating it from the competition. The wine angle proved powerful for years to come. At money management conferences, where wine was given out at BuySide's booth, people would come into the conference and ask 'Where are the wine guys?" Everyone knew what they meant. While developing a private label wine may not be for everyone, there are other ways to use wine creatively in affluent marketing. Wine tastings, and food and wine get-togethers have been used successfully by professionals seeking to market their services to an affluent audience. But like wine itself, it takes taste and sophistication to make it work. Leon Altman is the founder of InvestingIN.com (http://www.InvestingIN.com), a website that provides articles and newsletters about opportunities in different areas. To sign up for any of its free newsletters, go to http://www.investingin.com/freenewsletters.htm.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Educating Your Customers One of the biggest marketing mistakes businesses make today is failing to educate their prospects and customers about the unique advantages that are being offered to them. The cornerstone of any marketing plan should be to educate your customers. The Beginners Mail Order Opportunity Guide The "Mail Order" business is not a business of itself, but isanother way of DOING business. Mail Order is nothing more or lessthan selling a product or service via advertising and the offersyou send out by mail. Marketing With Business Cards Many businesses today overlook the importance of business cards as a very powerful marketing weapon. Their business cards contain just a name, company, address and phone number. Competitive Research and Google It all started out with an email message: "I am starting a new one of a kind company .. Your Plan For Marketing Success The most important, yet overlooked aspect of marketing is an actual written marketing plan A business simply cannot succeed without marketing. Whether you are a one person business or have 50 employees, you simply must have a marketing plan to succeed. How to Use Flyers to Increase Your Business What benefits will you get from flyers?Flyers are much different from postcards in that they convey product sales to the consumer. Safeway, Costco, Albertsons and other grocery chains are excellent at putting out flyers. When The Stars Align - Choosing the Right Entertainment Savvy event producers follow the Golden Rule: know thy audience. When they set out to create a special event, the first thing they do is slip into the shoes of a typical guest. Target Marketing - What Are You Aiming For? Is Advertising Viable?At the turn of the 20th century, department store magnate J.C. Marketing: Are You Focused? In early 1992, President George H.W. The Day I Learned to Start Saying No It was the fall of 1998 when I had just started my first business as a marketing communications writer. Most of my clients hired me for newsletters, brochures, and sales materials, but I would get the occasional request for something different. A Successful Solution: 10 Things to Consider A provocation for the coming year, decade, century or millennium.By now, you've set a working direction for the year, established clear-cut objectives. Mortgage Marketing and Advertising - The Magical Ingredient Do you offer superior service, consistently close loans on time and overall are more adept than your competitors, yet you're struggling to figure out the mortgage marketing and advertising puzzle?For many loan officers, marketing is a real puzzle. Your expertise is in pricing loans, closing them on time and rendering quality service. Eliminate Your Competitors With 2 Simple Steps In business, having competitors goes with the territory. There's almost always someone selling the same product or service you are selling, or at least trying to solve the same customer problem you solve. How Architecture Rendering is Part of the Impact Cartoons have gone from celluloid to digital. Movies have gone from cinematography to computer graphics imaging. To Web or Not to Web? Do I need a web site? That is the question often asked by business owners. The answer will usually depend upon the type of product or service offered and what the business is trying to achieve. 10 Powerful Marketing Tips 1. Print your best small ad on a postcard and mail it to prospects in your targeted market. Copy SoapNet and Make Money Whether you want to admit it or not, soap operas may hold the key to your home business success. This article includes a few home and small business principles I learned while watching SoapNet. Marketing: Can I Trust You? We live in an unprecedented era of communication. Because of this, your prospects are literally bombarded from all directions with marketing messages. The Marketing Secret Every Child Knows Little Kids Ask Until They Get What They Want.Mom, Mom, Mom, Mom, can I have an ice cream? Can I, Can I, Can I, Can I? Please, Please, Please, Please. Words that Sell We all know the English language contains hundreds of thousands of words. But did you know that only 21 of them can easily sell your clients? Yes! It's true.
|
| home | site map |
| © 2006 |
