A highlight from Ep. 494 Steve Raye How to Get U.S.bMarket Ready | Marketing Manifesto

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Distribution such that consumers can actually buy what you're promoting now is nowadays with covid and the dramatic growth and ecommerce at Becomes a really really useful vehicle. We had the off premise. We have the on premise now. We have the premise. So here's a tip. When it comes to distribution you must have where to buy functionality accessible on your website and in your social media presence as because if you're spending the time or energy to get people interested in your product take them to the last inch of the last mile which is an opportunity to order. It does double duty at not only allows your customers to actually buy the product promoted but it's also a powerful sales tool to let retailers know that you're helping to drive traffic to their store or bar or restaurant always target and work with at least one aggressive e commerce retailer in every market will allow you to sell your products to consumers in states where you may not have a distributor on board. This is very important for wines when the number of states that allow direct to consumer sales from retailers is pretty broad. But it's just as important fact even more important than spirits because there are fewer states that allow entrust state ecommerce from retailer to consumer to where they exist you want to maximize their ability number three. Get it in and then get it out. Building distribution is one thing a good thing but it has little value if you haven't coupled that with consumer marketing and promotion to move the product through and generate reorders at retail dip. There is in today's hyper competitive environment. You need to prove your case commercially by yourself before you can convince others that will sell through for them and so what that means is you need to have a successful case. History showing that the product sells through That's gonna make it a lot easier for you to sell to new distributors and new retailers. Because you're taking away the perception of risk. How do i know will sell you. Demonstrate that in- quantify it. You make a much more compelling story number. Four helped the importer and distributor. Do their jobs. Tell the trade what you're going to be doing via trade advertising. Pr newsletters and so forth. You can drive consumer demand via advertising promotion social media and all that kind of stuff but and that's important but at the end of the day the most important thing because they are the gatekeepers is he need to tell the trade. What you're doing and what's particularly important there is. This is an area of the business that a lot of brands. Just don't pay attention to and so they fail. Which means that those of you. Who employ strategy are that much more effective because you don't have as much noise to compete so way to think about. It is at a trade component to all consumer promotions so that the on off and e premise accounts that you have distribution and recognized. You're the one sending them customers. Helping them grow their revenue and margins number five target audience. Remember that you can't be all things to all people determine your target audience and focus on it precisely comprehensively consistently and relentlessly and then rinse and repeat the tip. Here's it's just as important to determine who's not your audience as well as who is. Obviously i'm generalizing years a lot. More details and practical applications of many of the things. I'm talking about today. But i think if you keep them in mind it will help. Focus spending and investment of the resources that you do have on things that actually make a difference in the marketplace number. Six is is one that i think is absolutely critical critically important relatively easy to do and one that takes a little bit of discipline and most people don't do it which means it's an opportunity and that's triage by must should and could when must do should do and could do. It's easy to be seduced by great ideas the next shiny. But it's your job to recognize that great ideas were only great if they are on strategy and we like to break things into three categories to really simplify decision-making first one is what must we do. What are the things that absolutely positively have to be dim done without them. Nothing else will work. For example there is you have to distribution at retail product and inventory stores. That are selling things that are on strategy and will help the bran but only to be funded after ensuring that all of the musts are funded and fielded effectively. And lastly what could we do. Usually these fall into the category of unsolicited offers for sponsorship thence free giveaways at parties and so forth. And we recommend that you consider these only after all of the musts and the most cost effective should have been taken care of the tip. Here is make sure your strategies mesh with target audience behavior. You have to use different tools to reach. Millennials versus boomers has an example and number seven. If any of you say this before you need to have a point of difference. That makes a difference p. o. d. that m a point of difference that makes a difference this is essentially The simplest perhaps also the most difficult thing that you have to do pare down your brand positioning to its absolute essence to determine not just what differentiates us from competitors but how to express that difference in ways that are meaningful and motivational. I often ask prospective clients to define their not that mad pointer difference that makes a difference and i commonly get the same answer. We make really great and then put your category here wine beer. Spirits vodka whatever. Well that's necessary but it's not sufficient. What is it that makes your brand a unique solution to a consumer and trade buyers problem. I think emotional benefits rather than my product tastes better than anybody else. For example. here's a tip. Pairing is no longer limited to just food and wine cocktails. The new paradigm is not about what it pairs with. Its where and when and with whom you are pairing. What is the environment virtual her real and who's participating so it could be zoom. Call where you're doing. A virtual tasting could be an example with apps like vine pair of the vino wine for me. Consumers are sharing their experience in real time and that goes beyond the food. well beyond number eight. this is a marathon. not a hundred meter dash the. Us may be the most important wine and spirit market in the world. but it's also the most difficult competitive and complicated and the best. If i can give you on that one is recognized that complexity and plan for. It's not that camp complex that you can't deal with it. The important thing is to plan in advance so that you don't get blindsided when something you didn't expect happens because i can guarantee you it will number nine. Don't pay for people to come to you. Bring your wines spirits to wear their all ready gathered and that would be in the real world for example obviously bars and restaurants and retail stores events and so forth as well as the virtual world whether it's wind destination websites not yours so know find parents so forth online events in online communities. The tip here is think of gathering in terms of a synchronicity. Doesn't happen at the same time these days. Not everybody has to be in the same place at the same time to share the same experience and creatively. Taking advantage of that can pay off dramatically for you in terms of marketing to don't pay for people to come to you bring your products to where they're already gathered and number ted push versus pull building both into your marketing plan is mandatory push has no value without consumer purchase and pull has value without distribution. So tip is to allocate your resources to activate consumers to order or call for your brand in a way that involves the retailer so they recognize what you're doing for their specific account. One old school idea was a brand had. Run an ad with a coupon in the new york. Times offering a free sampler of their product with a fifty m l bottle into little tasting glasses people would cut out the coupon would walk into the door and the second one that the retailer got kind of made the retailer. Joe stand up in recognize on my god. These guys are sending business into my stores There are valuable partner and of course the same thing holds true online. Develop your programs so that when you're forwarding leads or purchasers to a particular retailer they're of the purchaser is coming from number eleven ready fire. Aim no that's not the right order. Ready aim fires which are usually here in this case. We're talking about ready fire. Aim it's rare to get everything right. The first time so set specific quantified objectives. That's the ready part. Fire when you're ready and then a or reim- based on performance against those measurable objectives. It's a much better way of making sure that you're doing the right things in the right order to the right people the right way generating effective sales tip here. An objective without in measurement is just a goal metrics manner and lastly number twelve. Curb your enthusiasm and really really focus. I know this is really hard to do. But but it's absolutely critical recognized that it's rare to get things right for the first time. You could be ready and still be wrong. I think about iraq. It was originally position. You may not know this as snap. Frost vodka before p. Diddy got involved. It was a failure as a brand. And they reinvented so invest the time and resources on a limited geography too soft launch in a small number of markets. No more than three the. Us is more balkanised in the buckets. We have fifty two different markets that fifty individual states plus montgomery county maryland and Washington dc the common mistake. Most people make is to go to wide too fast and you can't support that distribution and you can't drive consumer interest in that many markets better to focus unlimited number of markets limited number of accounts of really work them in the final tip peers. Prove your concept commercially and scalable and only then look to expand. There's a simple but effective strategy to differentiate how you go to market and i like to simplify that to zag when everybody else's zigging and the origin of that was i was in ukraine making a presentation on strategy to the owner of the company. Who didn't speak any english at all. So we were going through an interpreter. And i saw that all my explanations and You know marketing jargon and all the rest of that was completely getting lost. The guy was not capturing what i was saying so i went over to. He had a flip chart never whiteboard. And i went over there. And i just wrote zig zag and i put a circle big red circle with a line across it on the zig and pointed zach and he smiled graphically he got the concept that i was trying to bang into his head by using all these big words sometimes using visuals as much stronger way to communicate. But it's the philosophy here if everybody else's egging utions zack. That's it for this week. Thanks for listening. And

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