A Barefoot Wine Artilce for Your Viewing

Direct Mail Marketing and Wine Labels - What's Your Big Idea?

Not long ago, I read that well-known California winemaker Rodney Strong had passed away. While recounting his professional career, the article cited Strong's innovative direct mail marketing tactics.

An excerpt:

"Strong developed a marketing strategy that involved direct mail in which he offered to sell wine with a buyer's individual information on the label - 'From the wine cellar of so-and-so,' or 'A gift from such-and-such corporation'."



The program continues to this day, as living testament to its effectiveness.

That story got me thinking about the way we market our products and services in relation to their uniqueness.

For instance:

Why do so many companies today waste time and money marketing average products and services to hard-to-impress consumers? Why don't more companies follow the Rodney Strong model (remarkable product / service idea first; marketing second)?

Marketing the Remarkable

Rodney Strong took something simple but interesting -- personalized wine labels -- and made it available to his audience. Why was it so popular? Because nobody else was doing it at the time. Rodney gambled on an idea, and it worked. He made something that was remarkable to his customers. Then, all he had left to do was tell them about it (in this case through direct mail), and they asked for it by the thousands!

Here's the idea again:

Come up with a remarkable product or service, and then start telling people about it. Word-of-mouth will take it from there.

How Do You Measure Up?

If you struggle when creating your direct mail message, it might indicate that your product or service could use a shot of "the old remarkable."

Or think of it this way...

If you stripped away all the marketing glitz and set your product on a shelf by itself (or described your service on a plain piece of paper) -- would it seem remarkable? Would it impress members of your target audience? Or, are you relying on your marketing to add the pizzazz?

Instead of struggling to promote something average, dig deep to find the above-average aspect of what you're selling. If there isn't such an aspect ... go back to the drawing board and make one.

* You may republish this article in its entirety as long as you include the byline and author's note. If publishing online, please leave the hyperlinks active.

About the Author

About the Author

Brandon Cornett is the editor of PostcardSmart.com, the Internet's largest website dedicated entirely to direct mail marketing with postcards. For more expert articles on postcard marketing, visit http://www.PostcardSmart.com. For daily direct mail tips, visit http://www.directmailtips.blogspot.com

A Short Barefoot Wine Summary

Direct Mail Marketing and Wine Labels - What's Your Big Idea?


Not long ago, I read that well-known California winemaker Rodney Strong had passed away. While recounting his professional career, the article cited S...


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Carneros Wineries And Wine Country


Although Carneros Wineries are located in both Southern Napa and Sonoma Counties, the region has always had its own unique identity. Being a huge Pinot Noir fan, I really enjoy exploring new, interesting wines from this region.

Carneros is an example of an AVA that has a more uniform terroir than most. Whereas the borders of some AVAs have been extended beyond their natural climactic boundaries because of politics and influence, Carneros resisted this all too common tendency.

History

During the Spanish era of California, the region was a natural place for settlement in the North Bay due to its proximity to San Francisco, and accessibility by water routes. When General Vallejo secularized the Spanish Missions in 1834, he divided the region amongst several of his cronies. The area was initially developed to produce subsistence crops and livestock.

The first vineyards were planted in the 1830s, and Carneros Wineries flourished for many decades until phylloxera devastated the region's grapes along with most vineyards throughout California.

Prohibition appeared to be the last nail in the coffin for Carneros Wineries. After this unfortunate law's repeal, Andre Tchelistcheff and Louis M. Martini took an interest in the region's unique climate. Investment in Carneros Wineries was slow until the 1970s when it began to surge with the rest of the Napa Valley.

Terroir

Regular fog derived from the San Pablo Bay and Napa River has a cooling effect on the region. Wind is a constant factor, and it blows relatively unobstructed throughout most of the AVA.

Additionally, rainfall is relatively scarce, causing most Carneros Wineries and growers to irrigate their crops. The lack of abundant fresh water as well as the encroachment of sea water into some parts of the ground inhibit rampant vineyard expansion.

As one moves north from the San Pablo Bay, rolling hills begin to replace the extremely flat terrain in the south. There are a few hills that rise to 1000 feet, but they do little to shield the wind and fog. Because of Carneros' consistant climate, certain varietals grow in a very methodical manner.

A multitude of fossilized sea life exists in the soil, and is reminiscent of when the San Pablo Bay covered much of the region. The soil has relatively low fertility, giving grape vines only enough nourishment to focus on scarce, concentrated fruit. The soils of Carneros are generally made of relatively compact clay and are quite shallow.

Varietals, Wines, and Wineries

Pinot Noir and Chardonnay are quite compatible with the terroir of Carneros, and the AVA produces some great examples of these two varietals. About 80% of the grapes produced here are either Pinot Noir or Chardonnay. Carneros Wineries also produce some excellent sparkling wines. Some parts of the region have also had a degree of success producing Merlot and Syrah in the northern, slightly warmer parts of the AVA.

Carneros is an example of an AVA that has a more uniform terroir than most. Whereas the borders of some AVAs have been extended beyond their natural climactic boundaries because of politics and influence, Carneros resisted this all too common tendency.

History

During the Spanish era of California, the region was a natural place for settlement in the North Bay due to its proximity to San Francisco, and accessibility by water routes. When General Vallejo secularized the Spanish Missions in 1834, he divided the region amongst several of his cronies. The area was initially developed to produce subsistence crops and livestock.

The first vineyards were planted in the 1830s, and Carneros Wineries flourished for many decades until phylloxera devastated the region's grapes along with most vineyards throughout California.

Prohibition appeared to be the last nail in the coffin for Carneros Wineries. After this unfortunate law's repeal, Andre Tchelistcheff and Louis M. Martini took an interest in the region's unique climate. Investment in Carneros Wineries was slow until the 1970s when it began to surge with the rest of the Napa Valley.

Terroir

Regular fog derived from the San Pablo Bay and Napa River has a cooling effect on the region. Wind is a constant factor, and it blows relatively unobstructed throughout most of the AVA.

Additionally, rainfall is relatively scarce, causing most Carneros Wineries and growers to irrigate their crops. The lack of abundant fresh water as well as the encroachment of sea water into some parts of the ground inhibit rampant vineyard expansion.

As one moves north from the San Pablo Bay, rolling hills begin to replace the extremely flat terrain in the south. There are a few hills that rise to 1000 feet, but they do little to shield the wind and fog. Because of Carneros' consistant climate, certain varietals grow in a very methodical manner.

A multitude of fossilized sea life exists in the soil, and is reminiscent of when the San Pablo Bay covered much of the region. The soil has relatively low fertility, giving grape vines only enough nourishment to focus on scarce, concentrated fruit. The soils of Carneros are generally made of relatively compact clay and are quite shallow.

Varietals, Wines, and Wineries

Pinot Noir and Chardonnay are quite compatible with the terroir of Carneros, and the AVA produces some great examples of these two varietals. About 80% of the grapes produced here are either Pinot Noir or Chardonnay. Carneros Wineries also produce some excellent sparkling wines. Some parts of the region have also had a degree of success producing Merlot and Syrah in the northern, slightly warmer parts of the AVA.

ABOUT THE AUTHOR

A Short Barefoot Wine Summary

Carneros Wineries And Wine Country


Although Carneros Wineries are located in both Southern Napa and Sonoma Counties, the region has always had its own unique identity. Being a huge Pino...


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Today's Barefoot Wine Article

Big Aussie Wines


Australias wine industry has boomed in the past ten years. Employers have had to triple their staff numbers to cope with the demand for Aussie wine. Considering the lower average national population of Australia, compared to say the United States or even South Africa, 30,000 (2001) workers is pretty high.

One of the main reasons for the demand on this skillful industry is that it has won an international reputation for quality and value. Australian wines have won many highly sought after international awards and labels and many innovative Australian winemakers are sought internationally for their wine making expertise.

Wine regions throughout Australia have continually had high ratings especially over the past four years. Most of these regions and especially the East and South coasts (New South Wales and Victoria) are averaging 8 on a scale of 1 to 10. Second to the brilliant winemakers, and a close second, is the great climates / weather that certain regions have for cultivating vines.

Wine is very much a part of the Australian way of life, closely associated with both business and leisure. Wine consumption is often linked to the country's outdoor-oriented lifestyle as well as to the cosmopolitan urban way of life of the bulk of the Australian population.

Australia exports more wine than that that is sold domestically. Out of a total of approximately 919 million litres bottled, 516.5 million litres is exported. The largest export market has been the United Kingdom and second has been the United States.

Researchers from the University College London have come up with a few very interesting facts. They found that drinking alcohol (including wine), even in small amounts, might be associated with higher cognitive ability, especially for women. You would be silly not to have a drop every night!

One of the main reasons for the demand on this skillful industry is that it has won an international reputation for quality and value. Australian wines have won many highly sought after international awards and labels and many innovative Australian winemakers are sought internationally for their wine making expertise.

Wine regions throughout Australia have continually had high ratings especially over the past four years. Most of these regions and especially the East and South coasts (New South Wales and Victoria) are averaging 8 on a scale of 1 to 10. Second to the brilliant winemakers, and a close second, is the great climates / weather that certain regions have for cultivating vines.

Wine is very much a part of the Australian way of life, closely associated with both business and leisure. Wine consumption is often linked to the country's outdoor-oriented lifestyle as well as to the cosmopolitan urban way of life of the bulk of the Australian population.

Australia exports more wine than that that is sold domestically. Out of a total of approximately 919 million litres bottled, 516.5 million litres is exported. The largest export market has been the United Kingdom and second has been the United States.

Researchers from the University College London have come up with a few very interesting facts. They found that drinking alcohol (including wine), even in small amounts, might be associated with higher cognitive ability, especially for women. You would be silly not to have a drop every night!

ABOUT THE AUTHOR

A synopsis on Barefoot Wine.

Big Aussie Wines


Australias wine industry has boomed in the past ten years. Employers have had to triple their staff numbers to cope with the demand for Aussie wine. C...


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