As part of the A Really Goode Job project, we are all very focused on twittering, blogging and social media. However, it is important to keep in mind that social media is a part of the marketing mix, aimed at enhancing strategic efforts and reaching a desired consumer demographic. As a career business and marketing person, I am always analyzing businesses and the success of their marketing efforts. As I started working on the A Really Goode Job project, I asked myself who the ideal target demographic is for any winery in general, and Murphy Goode in particular.
Every company wants to establish a life-long relationship with a customer, to ensure that it can derive the most lifetime value out of each customer, after having spent money to get this person to buy for the first time. The faster you can make your consumer a loyalist and the longer you can keep him / her engaged with the brand, the higher the lifetime value. An adult beverage company, thus, wants to convert at an age as close to 21 as possible. Let’s examine the drinking habits of kids around that age. After having gone through college, they are used to drinking cheap beer and taking shots of Jager. Wine is not part of fraternity parties usually, and most of these kids feel intimidated by wine after they graduate from college and move on to their first job and first “adult” apartment. At that point, the consumer, especially male, is not thinking of wine as a beverage of choice. To get the most market share and the most customer lifetime value, Murphy Goode should find a way to attract this newly-out-of-college demographic, with a special sub-segment of young men.
I have put together this mock commercial to demonstrate what an ideal advertising concept would look like. At that age, a young man is interested in having a date with a young lady turn out well. Because young ladies have a stronger connection to wine at that age, she is more likely to drink wine on a date, and the young man is interested in impressing her with ordering a wine that will please both her and him. This is the perfect positioning for Murphy Goode: the wine that guarantees a date that is as smooth as the wine. Remember, for a goode date, make it Murphy Goode!
Please enjoy the video and leave comments!
P.S. This post is all about messaging (or “Promotions” in the 4 Ps of Marketing). I dealt with Placement in a previous post. As far as product and price, I think Murphy Goode is well-positioned to appeal to this demographic, as the wines maintain an extremely high quality-to-price ratio, and are an “affordable luxury” suitable to a recent grad’s pocketbook. As far as media through which to reach this hard-to-reach demographic the online space is definitely the first place I would reach for.