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

    … 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

    … There is something fundamentally oxymoronic about the Bordeaux Wine Council’s new advertising and branding campaign, reported on the PRNewswire. On the one hand, it emphasizes “innovation” through the use of taglines such as “There is so much to discover.” This implies something New Worldy about Bordeaux: it is not old and tired, but youthful…

    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?

    … I got to thinking about an Email exchange that I had last week, and couldn’t help but ask myself if this was trending PR or not. I’m going to just share the exchange and you be the judge. INCOMING EMAIL: Editor Deadline: Need Holiday Recipes Hi Jo, My name is Bob and I’m with Family Stories (I’ve changed the names), a syndicated content…

    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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