Marketing

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
    • 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 the wine again, was genius.

      Wine Conversation- 4 readers -
    • Tell me why I should be a member of your group

      If I hear “Tell me why I should be a member” one more time… Well, I still don’t know what I’ll say; but, I know what I’d like to say. It would go something like this: If I have to tell you why you should be a member of any organization, I’d just be wasting my time. It’s like trying to tell you, if you already have 10 kids and want to know if I think you should have one more, as a great idea.

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

    … influences except that of his own taste and discernment. Sales people, on the other hand, must constantly be in touch with the public. It’s always been something of a chicken-and-egg conundrum whether the success of a particular wine, or type of wine, is due to the top-down approach of marketing and P.R., or whether it’s from a bottom-up movement…

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

    … involves good food, good wine and what we here in California think of as a Sunset Magazine lifestyle. That fits in well with the Bordeaux Wine Council’s strategy. It may be a little oxymoronic to mosh traditional and modern together into one big, unwieldy package, as I said; but then, the lives of Millennials, as of us all, are oxymorons. “Do I contradict myself? Very well then I contradict myself, (I am large, I contain multitudes.)” Walt Whitman, who I bet liked to drink, would be 195 years old, if he was still alive. …

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

    … and consumers? I confess I don’t know, but this meme of “personality” in wine ties in nicely to the storytelling aspect that has enveloped wine lately. It seems that every winery—and its marketing team—wants consumers to form a personal bond with the wine—as if they have a stake in it. This is the elusive “personality” of the wine that makes…

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

    … Back in 1999, a wine writer, Randall Murray, called Sangiovese “the next Merlot,” by which he meant that the red grape native to Tuscany was poised to become one of the leading red wines of California. Never happened, did it? Actually, by 1999, Sangiovese already had one foot in the grave. Ten years prior, one might have been forgiven…

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

    …, the top of my little head exploded at that. You know that we’ve been talking about “stories” quite a bit here at steveheimoff.com. Stories are the new black of marketing: the latest, hottest trend in the industry. Until my experience at that tasting, I had not perhaps appreciated the power of a good story, told by a trusted authority figure…

    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

    … du vin offert dans ces magasins est plutôt… discutable, la possibilité d’y occuper une niche est d’autant plus alléchante. Au point de vue marketing, le placement est logique puisqu’IGA tente de se positionner comme étant l’épicerie qui offre le plus de choix et de qualité sur ses rayons. Bouchées de Stéphane Modat La gamme de vins François…

    Julien Marchand/ Chez Julien- 2 readers -
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