4:58 PM

04/15/08 - Calorie Counter-

Today's Calorie Counter Article

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

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The Perfect Wine Cellar Equipment

Congratulations on your move from wine lover to wine
connoisseur. If you are planning to buy a wine cellar this
guide will give you some information on buying the perfect
wine cellar equipment.

1. Storage

Bottles should be stored on their side so that the cork
remains moist and they should also not be exposed to
vibration or temperature change. It should be maintained at
a constant 50 to 55 degrees with a humidity rate of 70%.

2. Size

Size matters and if you choose to buy a larger wine cellar
you need to make sure the unit will fit. Consider the space
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make sure to add the additional weight for the wine which
averages about 3 pounds per bottle.

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There are different types of wine cellars. If you live in a
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it will hold at least 500 bottles of wine. Build it well so that
the bottles don't come crashing down. That would be a
real shame.

For many of us we don't have that extra space. Not to
worry you can buy a free standing wine cellar which can be
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in many different sizes so no matter what your space
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4. Build It

If you decide to build your own wine cellar remember that
north walls are best because they get the least amount of
light. You can use the first floor of your house, a garage, or
in some cases even a crawl space depending on the ability
to keep temperature constant.

The first stem in starting to build your wine cellar is building
the frame. You need to frame the outer walls of the
basement with 2" x 6" studs . Then you will need to
insulate so that you can keep the room a constant
temperature. Don't forget your door is going to have to
seal tightly so you will need to weather strip it. The drywall
you use should be resistant to moisture.

Start thinking about the design of your racks before you
actually begin construction. Decide what type of racks you
want and what material you want to build them out of.
Have a look at existing pre-fab racks to get some ideas.

You will also need to invest in a wine cellar cooling unit so
that you can maintain the correct temperature and
humidity. A cooling unit is very similar to an air conditioning
unit. Your wine should be maintained at around 50 degrees
and the humidity should be around 70%.

There is a great deal of wine cellar equipment available on
the market so whether you build from scratch or buy pre-fab
you've got plenty of options.

About the Author

April used to be a bartender with over 7 years of experience. She later retired to become a freelance wine critic and a writer for a number of wine books. In these books, she specializes on finding the right glassware and utensils for your bar. Visit http://www.ebarware.com for a list of "must haves" such as a wine
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