In today’s edition :
- Grey Goose’s road to marketing success
- A new Spotify marketing partnership
- Hindu Monk PPT presentations
1 - VODKA? VODKA! :
With the re-opening of bars & restaurants in sight, time has come to talk about vodka in this newsletter. Grey Goose founder Sidney E. Frank’s road to success is a masterclass in marketing. We gathered 7 lessons and plotted them on the 4P’s of marketing for you:
PRODUCT : 1) Frank’s stroke of genius was to distil his vodka in France. A country with a reputation for luxury products and superpremium prices. He put a small French flag on the bottle as a reminder of its provenance. 2) He also put netting around the bottle, mimicking high-class wine bottles.
PROMOTION : 3) He gave away free bottles to charity events, because he knew that’s where his (rich) target audience is to be found. 4) He made sure Sex and the City star Carrie Bradshaw drank her signature Goose Cosmo(-politan).
PLACE : 5) This one is actually genius if true. According to some, he made sure the bottles were so tall, that they always needed to be put on the top shelf of a bar, among all other high quality drinks. 6) He organized free cocktail workshops for waiters at bars. This way their answer to ‘What is your best vodka?’ would always be ‘Grey Goose!’.
PRICE : 7) Lastly, instead of competing with Absolut on price, he decided it was better to blow its price out of the water. Absolut cost $17 a bottle; Grey Goose charged nearly double: $30. It put them in a whole new league of fanciness.
2 - FEELING ADVERTISEMENT :
Look, feel, and recognizability are essential assets to a product. Just ask Tropicana, an American orange juice manufacturer. They changed their iconic carton juice boxes into a more modern shape and branding. The change didn’t last for long however. After a couple of months, they binned their new design and got back to the old trusty boxes. Why? A 20% drop in sales one month after releasing the new packaging.
People just didn’t find their good ol’ Tropicana anymore.
On the other hand, packaging can help you stand out from the clutter.
A product like pasta is very similar in between brands. That’s when Moscow brand Nikita saw opportunities. They turned the shapes of their pasta into hairstyles
. Now look at this pasta shelf and tell me you’re making a homemade hair-pasta Bolognese tonight.
3 - NIFTY TOOL CHECK :
Undesign offers a collection of free design tools and resources for makers, developers, and designers. Whether you’re looking for illustrations, patterns, photos, logos, books, trends or templates.. This is your ‘one-stop-shop’!
4 - THE OMNICHANNEL BIBLE :
All companies generate in-store traffic with their online campaigns & efforts. We’re kicking in open doors here. ‘Then tell me what’s new’, you say?
You’re going to regret that you even asked! We interviewed our entire team, gathered all omnichannel insights, and bundled them into a 50+ pages e-book. This e-book will help your business :
💎 Understand the omnichannel buyer journey;
💎 Send more online traffic to your offline stores;
💎 Generate higher overall sales;
💎 Adopt a new omnichannel KPI framework.
Or reply to this email to receive a physical copy (image).