We’re doing some design work with an olive oil producer at the moment but sadly our efforts are going to be in vain because their marketing strategy sucks. Actually, that’s a lie, their marketing strategy can’t possibly suck because it doesn’t actually exist. They have a great boutique little product made from premium Queensland olives but they don’t seem to have put much thought into how they’re going to make it stand out from all the other little premium boutique olive oils on the market.

Everyone is getting excited about word of mouth and social media marketing at the moment but they’re forgetting that without the fundamentals in place, you’re just talking about shit. Social media marketing isn’t a digital thing, it’s a product thing.

Being the first vineyard to put a tear-off tab on the back of your wine bottle makes your product remarkable for two reasons:

1. It’s unique; people haven’t seen it before, so they will talk about it.
2. If the wine is good, the tear-off tab makes it really easy to tell your friends about it. “What was the great wine we had the other night?” “Hang on, I’ve got a little tear-off thing in my wallet… It was a Yalumba Viognier.”

If want to run a successful social media campaign in 2008 it’s going to be a lot easier if your product development team were the ones who started it in 2005.

Tags: wine

This entry was posted on Monday, September 29th, 2008 at 9:13 am and is filed under Email Marketing, Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.