Don’t go trekking without a map.

Imagine trying to walk from one side of the country to the other with a map! You have an idea of where you want to go, but you have no clue about how to get there, when to go or what resources you'll need. It's a recipe for confusion, frustration, and getting lost. But wait! Why do many teams dive right into tactics without taking time to plan strategically? Let's discover the thrilling world of strategy together, so you can conquer your business objectives with absolute clarity, confidence, and ease!

Let’s get clear.

Now, in the booze industry, terms like "marketing strategy," "marketing plan," and "marketing tactics" are tossed around like confetti and often used incorrectly. So, before you start developing a plan, let's make sure you know the difference.

First up, we've got a marketing strategy. You need to know your target audience and what you're trying to achieve to nail this one. This is where you develop the big-picture ideas and figure out how to connect with your customers to make magic happen.

Next, we have marketing tactics. Think of this as the nitty-gritty, day-to-day stuff. We're talking social media posts, SEO optimization, email marketing campaigns, and all that jazz.

And finally, the marketing plan. This is the whole enchilada, my friends. The game plan lays out what you will do, where you will do it, and when. This document is the guiding light that keeps everyone on the same page and moving in the right direction.

Now, here's where people tend to get a little drunk. They jump right into the tactics without a solid strategy or plan. And that can lead to some serious problems, like sending out emails that nobody wants to read, or spending a bunch of money on ads that don't drive sales.

So, to avoid mediocre results and wasted effort, ensure you have a clear sense of why you're taking action. That way, you can stay focused on your goals and avoid heading in the wrong direction. Get ready to rock your marketing game, baby!

The “four Ps” - no, not Pinot, Punch, Pints, and Prosecco.

Let's spice things up and discuss the marketing mix, aka the Four Ps - Product, Price, Place, and Promotion! We'll use the example of Barokes, the Australian wine producer who started the canned wine revolution!

1. Product - Start with an understanding of the product itself. Who needs it, and why? Barokes success is derived from its product innovation strategy. They solved the problem of wine in a can and patented the product and a process, appealing to consumers who want fresh, ready-to-drink, easily portable, and sustainable products.
2. Price - The amount that consumers are willing to pay for a product. Consider the product’s perceived value plus production costs. Barokes is coherent with its marketing mix, representing a wine of its category with a value of less than $5 a can. It satisfies a new generation of consumers craving budget wines in convenient, small-format packaging.
3. Place - Understand where the product should be available—in brick-and-mortar stores and online—in what markets—and how it will be presented. Barokes focused on Asian markets due to their familiarity with premium beverages in aluminum cans, such as coffee.
4. Promotion - The goal of promotion is to communicate to consumers why they need this product. Barokes capitalized on its new packaging technology, initially focusing on Asian markets where canned wine products were embraced due to their lack of preconceived ideas on how wine should be packaged.

The company has won over 400 medals. The technology is patented worldwide and is strategically positioned through this marketing mix.?

Let’s get nerdy.??

Let's get nerdy on strategy! If you want to take your business to the next level, Ansoff's matrix is your tool. It's a weapon for expanding your reach once you've established your market position. Let's break it down

1. Market Penetration: This is about selling your existing products to your existing markets. It's the safest bet and works best when your market is rising. Get ready to dominate your niche like a boss!
2. Product development: Feeling daring? This strategy involves creating a new product for your existing market. It's a little riskier, but the rewards can be huge. Get ready to innovate and leave your competition in the dust!
3. Market development: Time to shake things up! This strategy involves introducing your existing product to a brand-new market. It calculates more risk, but it's also a chance to break into a new world of customers. Get ready to explore new frontiers and expand your horizons!
4. Diversification: This one's for the bold and adventurous. Diversification involves creating a new product for a brand-new market. It carries the most risk of them all but has the potential for the biggest rewards.?

One step at a time.?

Let’s wrap up everything we’ve learned and put a bow on marketing strategy. Here is your step-by-step guide on bringing your goals to fruition with strategic marketing.?

Step 1 - Establish goals and objectives. Before you dive into any strategic thinking, you must clarify your overall business goals and objectives. A few examples of business goals could be:?

1. Expand distribution in the Eastern States
2. Launch a new low-alcohol product range
3. Improve customer retention in our top-tier wine range

Once you have these business goals, you'll want to break them into clear objectives. Learn more in this article here.

Step 2 - Market Research. Only once you have defined your objectives can you think about how to achieve them. You'll want to have a comprehensive understanding of:

1. The current marketplace?
2. Your target customers/segments
3. The competition?

As you deepen your research, you will better understand how you fit in and where you can grow. Learn more in these articles here, know your customers , beat the competition , and why does your business exist.

Step 3 - Synthesize and strategize. Take your goals, objectives, and research and determine your marketing strategies. Answer this question: how will you align with your target market to meet your overall objectives in the current climate? Each objective will likely align with multiple strategies.

Let’s look at some examples from the goals listed above:?

Goal: Expand distribution in the Eastern States

Objective: Sell $200,000 through our Northeastern distribution channels in the next six months

Marketing Strategies:?

1. Adjust pricing for the market to open up other opportunities?
2. Conduct a regional marketing tour?
3. Targeted social media and digital advertisements?

Goal: Launch our new low-alcohol product range

Objective: Increase brand awareness by 50% on our three new low-alcohol cocktails over the next 12 months

Marketing Strategies:?

1. Engage the target audience using a multichannel digital campaign
2. Attend events and tradeshows to
3. introduce your new product to the trade and distribution partners.
4. Creative promotions at the point-of-purchase or in retail stores.

Goal: Improve customer retention in our top-tier wine range

Objective: Increase VIP wine club membership retention from 18 months to 24 months by the end of the year.?

Marketing Strategies:?

1. Create an incentive program that kicks in after 12 months.?
2. Re-define the wine club's positioning, and allow full package customization.
3. Provide dedicated training for your staff so they accurately promote the benefits of the club.

Once you have your strategies in place, you can dive into the specific marketing tactics you'll employ to execute the strategy. Stay tuned for our next article, which will explore this topic.?

Your marketing strategy is like the playbook for your business. It's the blueprint for achieving your goals and connecting with your dream customers. Watch for what’s happening in our industry, so you can play your cards right. Remember: your strategy isn't the same as your marketing plan or tactics (but they're all important!). Keep the four Ps and Ansoff model in your back pocket and follow the three steps to success.

Oh - and don’t try trekking across the country without a map - take a plane!

P.S. Grab our 7-step process to grow your alcohol brand from ferment to fame (for both beginning and established brands). Get your copy here:?bit.ly/fermenttofame