Marketing to the Affluent - with WineWritten by Leon Altman
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 dinner. 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 magazine be based near his home, far away from both 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 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 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 magazine’s audience of institutional investors.
| | How To Immediately Get An Avalanche Of Referral Business: Secrets For Turning Your Happy Clients Into A Powerful Sales Force! Written by Joe Polish
How To Immediately Get An Avalanche Of Referral Business: Secrets For Turning Your Happy Clients Into A Powerful Sales Force! Hello Marketing Maniacs! Here’s a question I got other day… Q: Joe, we try to get referrals from most of our customers, but we don’t get as many as I would like. How can we improve our results? A: First of all, I’m glad to hear that you are actively going after referrals. Congratulations. You will find these to be your most valuable clients. They tend to spend more, they are more loyal, they are frequently “pre-sold”, and they appreciate your service more. Every single entrepreneur and business owner should have a referral system in place to capture and cultivate referalls. Here are some tips for maximizing your Referral Plan: 1. Use a simple referral form where your client can give you names, phone numbers, and email addresses of their friends and family members. Insert blank slots for at least six names to as many as 15. With this single page form you can start quadrupling referrals immediately. 2. For example, let’s suppose you were a Carpet Cleaner, but adapt this to your own industry… you could give $1 or 2 off today's cleaning for each referral they fill out. But tell them folks they refer have to… a.) live in your service area, b.) not already be clients and c.) own their home. They can get $30 off right then and there, if they give you a referral form with all contact slots completely filled out. The key is a low, immediate, cash reward that is not contingent upon whether their friends actually use you or not. This will maximize number of people who get referred. 3. Hold referral contests with your techs. Whoever collects most referrals next week gets a $50 bonus. 4. Send referral form in your newsletter and host a referral contest for your clients with rewards for a.) most referrals sent in, b.) one to get most people to actually call you and c.) biggest job. Make rewards substantial.
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