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Connecticut AMA Blog
September 17, 2009 « Marketing and Fashion Week
September 17, 2009 « New Poll: Strongest Influencer in 2010
November 4, 2008 « New Collegiate Chapter Page
October 27, 2008 « The Total Business Equation
October 9, 2008 « FOLLOW UP: Viral Marketing
October 3, 2008 « Economy, Politics and Marketing, oh my.
September 25, 2008 « “Buzz” Marketing | Wine Tasting
September 23, 2008 « College Corner 09.23.08
September 23, 2008 « Sarah Palin and Tina Fey
September 22, 2008 « Entry.01
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“Buzz” Marketing | Wine TastingSeptember 25, 2008
So, this past Tuesday many of us gathered at Hot Tomatoes in downtown Hartford for the annual “Wine Tasting” event. The weather couldn’t have been more perfect and the atmosphere was infused by the smell of autumn coming and the sounds of our city (including the speaker’s inevitable pausing as the train rolled by).
Participants in the wine tasting have their own palate and unique taste buds and so each wine will create a varying degree of appreciation. Some of us were white wine drinkers and so the reds were a bit strong. As we progressed from white to red wines, those who favor the reds began to enjoy the bold flavors more and more. Regardless, all participants were open and willing to try new things they probably wouldn’t have otherwise. As the eight wines were tasted, it occurred to me that there are marketing parallels to be drawn.
Marketing is like wine. Not every wine is right for every person. Likewise, not every piece of marketing is right for every company, as there are varying degrees and compositions involved. Some marketing programs need to be a light, effervescent program, able to quickly adapt to the environment. Guerrilla marketing, online technologies and viral marketing come to mind. Some marketing programs need to be bold to make a statement and stand out in a crowded market. The heavy use of television, billboards, and cerebrally stimulating creative are important. Aside from the weight of your marketing program, the composition of the message and how you reach customers can also be measured along a continuum. Is the message conservative to connect to a conservative audience or is it bold, edgy to reach a youthful market? How does the audience dictate how the message gets to them? Is it with mass media or will a text message to their cell phone be more effective? What is your marketing palate?
The important thing is for a company to find that “right” blend of innovative marketing and publicity that fits their palate. Part of the excitement and aggravation is sometimes in the “tasting”. But, how else will we know what is right for the company? What new discoveries can we make along the way?
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