Cultivar Marketing Services
Three year revenue plan:
Do you know what revenue you can expect from each channel in your winery for the next three years? We can evaluate your existing metrics and give you a look into the future; a look that allows you to make adjustments to variables to view difference scenarios and budget expectations.
Pathway to Market: Launch your Brand in the U.S. Market
If you are an importer and want to launch a brand in the U.S. market we can provide guidance on licensing, vendor recommendations, as well as DTC best practices to help introduce your wines to the U.S. market.
Pathway to Profit: Profitability Analysis
Profitability: A 360 look at your business, reviewing each channel, Wholesale, Export and DTC to ensure that each channel is producing its best margin and all channels are balanced to create the best margin for the enterprise.
Three year revenue projections based on your existing metrics, and using our proprietary knowledge base to provide a detailed view of your revenue by channel–three years out.
Ten year Vision: We’ll work with your key management team with a half day guided discussion and use that knowledge and our own understandings to develop a clear look at your business. We cover brand, production, revenue channels, product mix, pricing and more to offer you the best possible view of what your wine business might look like in ten years.
Branding and Positioning Review
Branding: What is your brand? What does it stand for? What do your customers think your brand stands for?
We’ll look at your marketing communications across all customer touch points to ensure that the brand message and image is conveyed effectively and consistently.
Positioning: There are 25,000+ wines for sale today in the United States alone. How is your brand positioned? How do you stand out? What is your Unique Point of Difference? and more importantly, what are your brand core values?
Positioning and Core Values
The concept of Positioning: A critical principle and shorthand for my core value/ UPOD philosophy. Positioning describes a revolutionary approach to creating a “position” in a prospective customer’s mind-one that reflects a company’s own strengths and weaknesses as well as those of its competitors. Look for the ways to position yourself apart from your competitors. Remember the Avis campaign? “We’re number two so we try harder?” Classic positioning. Hertz was the biggest and was going to stay that way. By positioning Avis as #2, it created an emotional connection with the customer–everyone likes to root for the underdog.
I didn’t invent that. Jack Trout and Al Ries coined the term in their seminal 1981 book—Positioning—The Battle for Your Minds.
Core Values and UPOD: Every brand has core values that are the emotional glue that binds your product or service to your customers. They are not your motto; they are not your guiding principles. They are defined by your consumer and they are the reason that they engage with your brand, Among all the core values there is one that is most important–The UPOD, or Unique Point of Difference. One of the first steps in our relationship is to find the core values and the UPOD in your brand. That will help us define our messaging.
DTC Best Practices
With 15+ years of experience in Direct to Consumer- we can ensure that you are getting the most profit out this part of your business. We’ll look at your systems, metrics and practices to ensure that you are getting the maximum possible return on investment.
My Philosophy: I learned a lot about business from Grandfather, William Austin. He was a very successful salesman for American Can Corporation–he sold paper products–Dixie Cups. One of the first lessons he taught me was that “a person’s word is his bond”. You have my personal guarantee we will work with you in an open and honest manner.
- Three year revenue plan by channel
- U.S. brand launch: Pathway to Market Program
- Direct to Consumer (DTC) best practice strategies
- DTC compliance
- Virtual Marketing: Best practices: audit and production
- Wholesale and Export sales and distributor management
- Urban Tasting Room best practices
- Brand and positioning review
- Building an effective marketing plan
- Marketing communication and customer touch-point audit
- New customer generation strategies
- ROI: Where you are and why it matters