It’s Time to Disrupt the Sampling, Tasting, and Activation Models in Spirits, and Wine Promotion
New methods of tasting and sampling are needed in wine and spirits marketing
If You Market Your Spirits or Wine Brand Functionally, Look Across Emotion. If You Market Emotionally, Look Across Function.
When one generally thinks about spirits or wine sampling, the image that comes to mind generally involves a person standing behind a table or stand and they’re shouting out to you as you stroll through the liquor store. If you have time and any interest whatsoever, you mosey up to the table, listen to a […]
Look Across Complementary Products and Services When Innovating in Spirits, Wine, and Beer Marketing
When spirits, wine, and beer brands seek to grow a brand or launch one, they choose fairly traditional methods of doing so. I’m sharing in today’s post, Path 4 of the Blue Ocean Strategy Six Paths Framework. Looking across primary products and services. When looking across primary products and services in the step of the […]
Look Across Buyer Groups to Grow Sales with Blue Ocean Strategy.
When companies desire growth, they all too often assume the growth has to come from within their own customer base. While taking care of customers is certainly important, it is not where significant innovation, growth, and profit from uncontested markets come from.
Strategic groups within Industries are groups of organizations within an industry that pursue a similar strategy. Strategic groups include a hierarchical order built on two dimensions, price and performance.
When companies commit to Blue Ocean Strategy implementation, they go through numerous steps in the Blue Ocean Shift process. One of the key tools used is the Six Paths Framework.
Capturing Three Tiers of NonCustomers for a Craft Bourbon Brand
Our group feels it’s wise to explore a growth path based on an intentional strategy. In Blue Ocean Strategy terms, this means exploring a company’s noncustomers. Significant growth and a move into a blue ocean of uncontested market space will generally come.
A Better Mousetrap is Needed to Capture New Spirits and Wine Customers
Utilizing the Buyer Utility Map tools from Blue Ocean Strategy, found in the breakout business text Blue Ocean Shift, I’ll demonstrate how the typical buyer of sampling and tastings is being poorly served.
Freelance writer, Robert Williams shared a terrific post this morning on MediaPost.com about the 35 post limit for freelance writers in California’s new gig law. The law, known as AB-5 is poorly thought out and doesn’t begin to take into account the unintended consequences of its construction and enforcement.