Smart marketing…

Winery Uses Postcards
To Promote Loyalty Program
And Special Events


Bellview, a boutique winery, near the tiny town of Landisville, NJ, mailed a 3-3/4” x 8-3/4” colored postcard recently that announced their new “Case Club Members” discount program, and listed ten special events scheduled for this year.

I know that sound like a lot for a little old postcard, but it all fits nicely; is readable; tasteful; .and makes you want to join the club and come out for the parties.

Loyalty Program: Those who sign up get 10% off when they buy a case of wine. At the end of the year, club members get another 5% in the form of a Gift Certificate. As a bonus that makes them feel exclusive, members receive invitations to special “invitation-only” events.


Special Events: Several of the events on the schedule have already been held. But that’s okay, It shows what you’ve already missed, and since these are annual events, what you might not want to miss next year. It also saves Bellview from revising the copy and layout.

Prior to each of the ten events, they’ll mail the schedule again. Good continuity and follow up. And it’s done with a modest budget. What’s more, the events are newsworthy and always get them some nice coverage.

Tip for The Little Guy: It’s great to innovate, but the wheel and fire have already been invented. If you have a great idea, test it and use it. But don’t strain. Use marcom that works: loyalty programs, specials, continuity, follow-up and media that fit your budget.

You can visit Bellview at: www.BellviewWinery.com.

Marketing with White Papers…

Mothers of Invention White Paper

Is an Offer You Can’t Refuse

Via their blog, Feaking Marketing, The Mothers of Invention direct marketing agency have made and offer you can’t refuse. They've invited one and all to steal their meaty white paper, “How to be an Awesome Client.” I’ll aid and abet your theft with this link:

Download how_to_be_an_awesome_client.pdf

Click it. You’ll be rewarded with a tidy 12- page manifesto. Crisp and clear, it details the way things should be to reward both clients and agencies. You can download it in seconds, read it in minutes--- and follow its advice forever.

(Click Freaking Marketing in the links at right to capture more goodies.)

Tip for The Little Guy

White papers without hype are a great vehicle to promote your expertise. You don’t have to be a great writer. You just have to know what the hell you’re talking about. Get a pro to polish your prose.

You have useful information your customers and prospects can use. Put it in a white paper. Then, do what the bright guys at Mothers of Invention have done: give it way. And keep the thread going with follow-up that helps tie the knot.

Brand image damage control…

Jet Blue's Quick Response

to Snafu a Lesson for All

Jet Blue is getting a lot of well-deserved positive press for the way it responded to a breakdown in its infrastructure that left passengers stuck and seething.

CEO David Neeleman bit the bullet and fessed up to J.B.s foul up. While a lot of top guns would have talked things to death he acted quickly. He sent out a formal apology letter and a video address. What’s more he posted both to their Website, ran the letter in The New York Times, posted the video on You Tube, and emailed his customers.

He not only apologized, but also promised that it would never happen again and backed up his words with a Bill of Rights that explains what compensation customers can expect in the future for delayed or cancelled flights.

Laura Ries, president of the marketing strategy firm, Ries and Ries, was quoted in DM News as saying, “‘We’ll do it like Jet Blue’ is bound to be the rallying cry of future brand leaders.”

Fast Brand Damage Control

A quick response (not a knee jerk) to the problem is a good strategy for containment and correction. Despite one blogger’s snarky headline about Jet Blue Groveling on You Tube, the response was speedy, and effective. It was also, I believe, the first time a CEO has used the new social media to look viewers in the eyes and apologize.

Tip for The Little Guy

I know what it’s like to work with companies that won’t admit they have a problem until it’s too late. As Grandma used to stay, “When the feces hit the fan, be ready young man.” She was right. Every business, whether it sells a product, service or idea, can get clobbered with a big or little PR disaster. If it happens, “No comment,” can be one of the dumbest comments made.

If you're ever hit with a problem, take a tip from Jet Blue. Okay. You can’t afford a page in The Times. But you can post a video on You Tube and promote it. And you can do a blog that tells your side of the story and (if you goofed up) what you’re doing to make certain it doesn’t happen again.