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Casual Articles - Marketing to the Affluent - with Wine
Etiquette is in essence about proper conduct and presenting yourself favourably. Demonstrating good etiquette is important if one seeks to be successful. An area in which this is essential is the business phone call. Millions of business phone calls are made every hour and day. Business people that interact solely over the phone yet never meet still form strong opinions of one another. Practising good business phone etiquette helps encourage cl
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.
<The worldwide banner stand industry is booming. Both indoors and out door banners are in great demand especially in the advertising world. A well-executed banner arranged in an attractive and interesting way, whether in a trade show exhibit, museum display, stage setting or retail store, is a sure way to drive the message home to the target audience.Exhibit builders look for two criteria while sourcing banner displays- creativity and value additi
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.
Label printers are priced according to the type of technology used for printing on different label surfaces. The main technologies used in label printers include inkjet, direct thermal, thermal transfer, and laser. Inkjet and laser label printers are usually priced higher than thermal printers and are available in the range of $1500 to $2500. Thermal label printers are priced in the range of $100 to $300 and are most commonly used in courier service, wa
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.
<I think it’s fair to say that not everyone is cut out to be a successful business owner, now some of you maybe disputing this statement but hear me out.I’m not saying that if you put a person in the perfect business environment that they won’t succeed but how often does the perfect business environment appear?Based on my own study and observations, as well as, the common themes that come through articles on my Minds Alike Blog Site (www.mi
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.
<In today’s competitive world, the small things sometimes measure the fine line between success and failure:1. The caring smile of each employee.2. The extra effort to meet a deadline.3. One final check of a job before it goes to the customer.4. The moment you take to add one last touch to your best effort.And where do these small things come from? They cannot always be taught or programmed. In fact, they come from
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.
<Many people think that because they didn't go to college or have not worked for many years that their options for business ownership are very limited. However, that really isn't the case at all. There are a lot of franchise opportunities available that do not require experience and they are perfect for individuals who have that entrepreneurial spirit, but just do not have the college degree or work experience. The following examples are just some of the
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.
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