Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. " For business to consumer marketing it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments.
Posts about Marketing
    • Weight of Wine Bottles and Being Unduly Impressed in a Time of Sustainability

      Marketing,Wine,Wine Business How do you feel about the weight of wine bottles these days? I know of one wine writer who, when the bottles began to take on the “Big Boy” effect, had serious issues right away. It’s only been within the last 10 years that wine bottles have put on the extra pounds… As part of the fattening of America, they’ve been super-sized.

      Jo Diaz/ Wine Blog- 7 readers -
    • Decopas ~ A wine for the (Millennial) ages

      Decopas is a wine dedicated to the Millennial audience, and I believe that this wine is perfectly suited to that age group; however, I love it, too. Their label tells the story perfectly, doesn’t it? (See below) The label doesn’t tell the story of the winemaker, we don’t know about the Estate Vineyards, we don’t know about winemaking practices, it’s not on the label.

      Jo Diaz/ Wine Blog- 7 readers -
    • 1000 corks – two things about that

      Marketing,Retail,Wine,Wine Business 1000 Corks Does anyone need or want 1,000 corks. I’ve just emptied a wine barrel with over 3,000 corks and don’t want to just throw them away. If you pay for shipping for 1,000 of them, I’ll send them to you. 1,000 corks, the Website 1000 Corks, the offer Please email me: jo@diaz-communications.

      Jo Diaz/ Wine Blog- 2 readers -
  • Twelve Tips for Better Content Creation

    … content, especially in the constantly-changing world of social media, is really hard. I mean, good content. It’s easy to generate what my Grandma would have called dreck. Coming up with high-level stuff is hard. I should know: In addition to this blog, which I write five times a week, I do blog posts for Kendall-Jackson, La Crema, Cambria and, soon…

    STEVE HEIMOFF- 2 readers -
  • Naked Wines’ Latest Marketing Campaign a bit See-Through?

    … I just received the latest email marketing campaign from Naked Wines (the UK office – now that they have a presence in the US and Australia this probably needs to be stated), and I’m a little disappointed. I’ve always thought highly of their marketing savvy. The move to rate wines not by stars or points, but simply by whether you would buy…

    Wine Conversation- 5 readers -
  • Tell me why I should be a member of your group

    … myself to “pitch” PS I Love You when queried. Jose took over, and I just let it be. I felt it was futile; however, the DeCosta’s sent in a check as a growers, and restored my sense that there are some people who do get marketing. For them, I’m grateful. I’ve spent a couple thousand hours studying marketing (between classes, home work assignments…

    Jo Diaz/ Wine Blog- 2 readers -
  • Preserving trust in an era of distrust

    … at the winery. This is due, obviously, to the Internet and social media, and ease with which we can get online and publish our thinking with mobile devices. But you already know that. So it wasn’t particularly surprising when I saw this study yesterday on “Three things consumers want [from a company]: responsiveness, involvement and conviction…

    STEVE HEIMOFF- 1 readers -
  • That new Bordeaux ad campaign wants it both ways

    … hope it is) and people seem a little more willing to spend money on wine. And then too, the Millennials are getting older and they want their wine. But just as important as “Why now?” is the question of “Where?” The seven markets the campaign will focus on are the U.S., France, U.K., Germany, China, Belgium, and Japan—in other words, Bordeaux’s…

    STEVE HEIMOFF- 1 readers -
  • What is a wine with “personality”?

    … and Chianti Classico Riserva were almost a commodity, wines that didn’t have such a strong personality, so they said we have to find a way to give a value to such products that are outstanding.” “Strong personality?” Is Mr. Zonin talking about the wine’s organoleptic qualities, or is he talking about the perception of the wine among the critical community…

    STEVE HEIMOFF- 6 readers -
  • How do you know it’s not just a trend?

    … of the present, and the exigencies of an unpredictable future. Granted, if they make a mistake, they can always graft their vines over to another variety. But this still causes them to lose precious years of productive time and money. The ability to tell the difference between a trend and a real paradigm shift extends beyond the wine industry into all…

    STEVE HEIMOFFin Pinot Noir Merlot- 4 readers -
  • The Wall of Wine, Stories, and Consumer Psychology

    … I was on the panel of a wine event last week, and one of my fellow panelists was from one of the nation’s biggest Big Box grocery retailers. I asked him, “Will the infamous Wall of Wine be always with us?” and he answered, “Yes. Retail is here to stay.” Indeed it is, as a basic function of human interaction: I buy something wholesale and sell…

    STEVE HEIMOFFin Pinot Noir- 8 readers -
  • Trending PR, is this the way of the future or just a guise?

    … about how you can get guaranteed nationwide coverage, click here. Here’s an example of one of our co-op branded recipe stories: Okay, it looked good, and while it was outside of my day’s workload, which meant I would have to really hustle. I looked up the Website and found the above image… Grass Roots Marketing? Is grass roots marketing the new…

    Jo Diaz/ Wine Blog- 4 readers -
  • Chartier, IGA et vous

    … focus est principalement mis sur les accords qu’il est possible de faire à table plutôt que sur le vin lui-même et c’est encore plus présent dans le cas de la gamme Harmonies. Lors du lancement au Château Frontenac, nous avons eu la chance d’avoir deux bouchées concoctées par Stéphane Modat. L’accord entre les vins et les bouchées était à chaque fois…

    Julien Marchand/ Chez Julien- 3 readers -
  • Edith Head: A Deserving Google Doodle

    … Blue princess: you really need to see these clothes in action It’s Edith Head’s birthday. I know because Google told me so. The reason I know who Edith Head is, and just about every millennial does not is that she was 1) the creator of stupendous fashion for movies in the black and white era and 2) she made herself into a brand, the first…

    dot-wine- 1 readers -
  • Marketing Monday Tip – Stay on top of your game.

    … In any career path, it is important to stay on top of your game. Marketing is no different. One of the ways we can do that is to educate ourselves on a daily basis. One of my favorite ways to do this is through my subscriptions to services like Smart Brief and Marketing Profs. These two online newsletters compile the best of marketing news…

    Raelinn Doty -
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