In typical fashion during a wine tour over the weekend I quietly quizzed the operators on their marketing strategies.
That aside the predominant strategy for young brands was push based. That is their focus was on getting distribution then hoping for sales.
(Big picture is then to convert sales into repeat customers etc etc)
Whilst this clearly does work – it’s a tiresome journey that erodes profits in the early days (with sales garnered through retail promotions).
A much much smarter strategy would be to focus on pull based marketing, that is making your wine so dam attractive that consumers are demanding it. Then the distribution is calling them! Who has the power then?
I’m not saying the former doesn’t work… it’s just weak.
Tags: push based