"Self?...... Who cares about a wine panel even with attractive and slightly weathered male models? I might as well read the back of wine bottles ....... special soils with long days and cool nights ... blah, blah, blah. Time to go watch bud break."
You might think the over-educated Ivy-League Bloomberg folks would bail us out and make the panel compelling? Those gentlemen must be worth a listen? Sadly to me, after watching this you will most likely come away saying,
"Self? ....... I can't believe that host dude Jeff made a mistake introducing the name of this Blog! Isn't that some sort of professional breach for a member of the Paper, Ink & Lies Union #911 to insult a fellow professional writer.?"Personally, I think Jeff has blog envy. No matter. There is another person who was interested in this wine panel: the wine consumer.
Blog-Envy Jeff, Moderator Ryan Flinn, and the hard-working Bloomberg staff put in all the effort for the event and catered in really good passed hors d'oeuvres. They invited a couple interesting wine people (plus me) to talk about the business of wine so they can justify deducting the event. All the wine guys had to do was show up and take the names of attendees to add to their direct mailing lists. I guarantee you the somewhat lovely and talented Michael Honig Winery and the witty and much more attractive Bill Price were doing just that while they poured wine late into the evening at Bloomberg's studios on Pier 3.
How many professional organizations are out there just drooling to do something interesting for their professional members? How many non-profits full of wealthy donors would host a high end pouring? Which boutique hotels would kill to have a partnership with you. How about using technology even to have a remote tasting on a flat screen television at a private dining club in Kansas City? What about all those long ignored Gen X'ers (or the authentic young wine drinking demographic to cite Bill Price). They are now in prime spending years in an improving economy and they want to be noticed. Perhaps unnoticed but research way back in 2004 showed the Gen X'ers we're responsible for 33 percent of all professional memberships which was equal to the Boomers. You want to target that generation with increasing disposable income? Go sort through your local professional organizations and establish a relationship with the organizers.
Yet another example of this cross-marketing approach was in the news last week where Safeway and Chevron are teaming up to offer discountrd gas. Think about how many people will switch to shopping at Safeway with that connection.
For some of you, this kind of thinking might be old hat. For others it might be thought provoking to rethink your customer acquisition costs and strategies. And for everyone else, its maybe a reminder that your mom is in your corner no matter how dumb you look. For Blog Envy Jeff, it might be the realization that he's on to something with this news and wine thing.
What do you think? Do you have a winery program going after this kind of customer acquisition? Are you considering other kinds of partnership marketing? Log in and offer your thoughts.