Tequila: A Lesson In Marketing And Brand Identity

TGIF and watch this tour of Jose Cuervo Factory

Reuters.com published this deansguide article September 13, 2008

Tequila the official party liquor, the daddy of the fiesta, the king of the shot, and the emperor of margarita madness is actually an amazing marketing story. What makes an often, horrible smelling, difficult to describe taste that can make the eyes water and throat wretch with a gag reflex similar to food posioning the #1 fastest growing category of liquor in America according to the 2005 Adams Handbook Advance the industry standard.

Granted the premium tequila brands like Patron produce incredibly rich and smooth tasting liquors, but the majority of the tequila sales, 40% plus, are Jose Cuervo tequila of the ilk described above–rotten eggs on sandpaper.

Marketing Strategy

1. Association: Tequila is the party liquor associated with fiestas, parties, food, and music. No other drink symbolizes fun, good times, beaches, and the tropics like a tequila margarita

2. Heritage: Tequila has a long history and heritage of proud producers from a passionate country, Mexico, that crafts the best tequila products in the world

3. Perception: Tequila, like the country of Mexico, symbolizes macho, hot, spicy, and power. It is perceived, and rightfully so, as the drink that is dangerous. For many people it is a brand that signifies their toughness much like a football fan who supports the Oakland Raiders. If you can hang at a Raider game, think of San Quentin at a picnic, then you are tough enough to drink tequila

4. Reputation: Everyone, at least those that drink, have a tequila story. The stories are never pretty, they are usually warning shots to friends, and yet they are told with pride. There is a legend a lore attached to this brand that people want to associate despite the taste and horrific results the drink can produce

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Networking Mistake #2 Procrastination Ruins Relationship Building

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Matrix courtesy of projectsidewalk.com/blog

If you are allowing obstacles in your mind to get in the way of performing tasks and making progress then you are suffering from procrastination problems. In networking the biggest problem to creating a networking connection is an individual’s misconception that networking is hard selling themselves, their business, products, and services.

The bridge to a business relationship will fail if the person procrastinates in their follow through after the event. Connecting and forming a business relationship is time sensitive when you begin the process. If you do not follow through with promised information in a timely manner (immediately is best), then you lose.

What’s at Stake?

  1. Lost Opportunity: You most likely will not get a second chance to engage and connect with your intended networking partner.
  2. Reputation: If you do not follow through on your word, your reputation is at stake with your intended networking partner and their circle of friends.
  3. Viral Marketing: If you do not follow through to connect then your inaction may be reported via word of mouth to your industry niche audience.

Tips to Help You Follow Through

  1. To Do List: Note what you promised to deliver your intended networking partner.
  2. Point of Reference: Note what stood out in your conversation that you know your intended networking partner would remember.
  3. Response Habit: Utilizing your point of reference, email or call your intended networking partner as soon as possible (within reason) thanking them for their time.
  4. Set the Next Step: end your email or phone call with a next step. Examples would be to ask for a meeting, set a time to deliver your value as you promised, or invite them to an industry event. Be creative here.
  5. Document: Document your initial efforts to build your connection into a business relationship. Measure what worked, what did not work, and the process involved.

10 Chracteristics Of A Great Realtor: If You Don’t Have These Skills You Are “Selling” Yourself Short

FoxBusiness.com published this deansguide article July 7, 2008

Please read this article then refer to this fantastic historical blast through Web 1.0 to Web 2.0 by Mike Wesch

What do you do if you are ready to address a new prospect and the first thing out of their mouth is: “I don’t know if I really need a Realtor”? Are you prepared for that statement or have you comforted yourself with the idea that 99.99999% of the consumers at large understand the value of a Realtor during a real estate transaction?

The Idea Simply put you should think of your job as:

1st an educator

2nd a sales person

Sales Perspective #1

NEVER ASSUME anything. Consider the idea that you should have the attitude that you need to sell your prospective client on the benefits of representation. Do not think that just because they found you, they are sold on paying you thousands of dollars for the priviledge of doing business with you

Help them understand the safeguards YOU bring to the table in these shaky economic times and era of mortgage meltdowns

Safeguards?

1. You are an expert at contracts, interpreting contracts, and explaining all aspects of the contract to clients

2. You are the informational expert for your county, city, town, region, or neighborhood

3. Although you do NOT have to be, you are an EXPERT in mortgages, appraisals, and credit issues. If need be you could perform your affiliates job with ease

4. You understand home inspections and their importance

5. You have a “team” of affiliates who have the same “educator-expert-sales” approach

6. You are a technologist and understand the marketing importance of blogging, Google search, and viral marketing tools for maximum exposure

7. Your broker supports your efforts 110% with real world marketing-ads in local, regional, and national publications (when necessary)

8. You are AVAILABLE to answer questions

9. You have connectivity aka you are networked into the communities political structure, industry hierarchy, and familial community outlets

10. Your reputation is your calling card. “It’s who knows you-NOT who you know” that counts

Realtor’s Marketing Strategy #2: Your Career’s “Positioning” Is The Why Of Marketing

Nielsen.com published this deansguide article April 21, 2008

In the world of best selling books, not unlike real estate, “positioning” a book is the “why” of book marketing. The example given by Dan Poynter of Para Publishing is “If you were writing a cookbook, write one sentence explaining why someone would want to buy yet another cookbook.” If you are a Realtor why should someone hire you with so many Realtors available to choose from in this industry? Answer this question in one sentence and you have the beginnings of the “why” marketing question answered for your business.

Strategy #2

In order to become a successful Realtor you need market “positioning” in your marketing plan. In my marketing plan for Susan Hanshaw’s upcoming book,Inner Architect: How To Build The Life You Were Designed To Live”, we are positioning this book as the essential step by step guide to designing a job you love utilizing your passions and interests.

What’s First?

Your goal is to be able to explain how you are different, better, or as outstanding as the best Realtor in your niche. Consider comparing your business to outstanding Realtors in your niche. Yes you are mentioning the competition but you are utilizing their reputation as a standard that you measure up to and surpass. When referring to someone who is successful you convey that you will “Be Like Mike” (see video) the old Gatorade Jordan marketing plan.

Ciaadvertising.org states “Selective Perception serves as a suit of armor for the mind.”

What’s Next or How You Will Reach Your Market?

You can’t guarantee you will reach every media outlet. You can’t guarantee your target audience will respond to your marketing plan. What you can control is your research into the contacts you intend to make. Narrow your targets so that they match the best media outlets for your message.

Just like the media outlets, make sure you narrow your scope to the audience that will be most interested in your message. eHow’sHow To Benefit Financially With Target Marketing” four steps is a prime example of the work that will make you successful.

Don’t take the shotgun approach–that only leads to reputation suicide.

Newsflash: Hell’s Angels Plot to Kill Mick Jagger Revealed on The Huffington Post

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Courtesy of The Huffington Post and A.P.

In what has been suspected, written about in numerous books, and the subject of speculation, Mick Jagger was the target of a 1969 assassination attempt by his Altamont “security force” the Hell’s Angels. The source of this information, as reported by the Huffington Post, comes from an interview of former FBI agent Mark Young for the BBC documentary “The FBI at 100” to be aired Monday evening in the UK.

According to sources, the Angels, aka “the 81”, were angered by Jagger’s treatment of them during the ill fated 1969 Altamont concert. The venue and event has been, accurately portrayed, as the the end of the ’60’s. The Angel’s anger stems from what they feel is disrespect by Jagger toward members who were “taking care of business” during the concert. If you do not understand the term taking care of business, reference “Immigrant & Social Order: The Oakland Chapter of The Hell’s Angels 50th Anniversary.”

The results of this anger was a failed attempt to reach Jagger, while he was vacationing, at his Long Island, New York home. The attack was a sea to shore attack that went awry when the boat the “hit team” was navigating lost control in stormy choppy waters and capsized. No known or dared to be talked about attempts were made after the initial plot.