When a wine shop or restaurant tries to reach an audience, most do it wrong because they don’t start with the right questions. The right questions hinge on three terms. Marketing is all about presenting your story and brand to both a new and an established audience without the goal of the sale (which is selling, Read More…
Month: December 2023
Price tells a story (some customers don’t want cheaper prices)
I was recently involved with organizing some tastings over a couple of evenings for a retailer, putting together wine lists and sale pricing, plus customer handouts, etc. There were two tastings over two nights, with the same wines, for the same type of customers. As organized as I try to be with my spreadsheets, sometimes Read More…
What is your end-of-year project?
I’m writing this in mid-December, which is unlike any other time of the year in the beverage sales cycle. Retailers and restaurants are too busy for long meetings with their sales reps. Their focus, as it should be, is the customer walking through the door. (Reactive, not proactive, work.) The sales reps are busy getting Read More…