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

by Brandon Cornett

I saw in the news yesterday that Rodney Strong, a well-known California winemaker, has died. While recounting his professional career, the article cited Strong's innovative direct mail marketing campaigns.

Here's 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, a testament to its effectiveness.

That story got me thinking. Why do so many companies today waste time and money marketing mediocre products and services to hard-to-impress consumers? Why don't more companies follow the Rodney Strong model (remarkable product or service first; marketing second)?

How do you measure up in this department? Do you struggle when creating your marketing messages? If so, it might need a shot of "the old remarkable."

Or think of it this way:

If you stripped away all of the marketing glitz and placed your product onto 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 mistakenly 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.

Good luck and good marketing!

-Brandon from PostcardSmart.com