Marketing lesson: Can Absolut vodka teach us anything?

Marketing lesson: Have your products and services become commodities? Are you forced to compete on price, discounts and other concessions?
Take a lesson from a former dish washer and French master marketer, Michel Roux.
He made Absolut an iconic vodka with snob appeal in the booze market.
As head of the firm importing Absolut from Sweden, he engineered a wildly successful marketing campaign. It lifted Absolut from obscurity to No. 1 imported vodka.

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I’ll bet you that you cannot tell a difference in the taste of any expensive vodkas.
What made Absolut desirable was not its taste but its snob appeal.
Roux’s ads started simple. An early version depicted a bottle of Absolut under a halo with the slogan “Absolut Perfection.” Artists and other celebrities including Andy
Warhol were paid to promote the brand.

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To reach trendsetters, Roux advertised in magazines aimed at wealthy people and those who wanted to emulate them.
You should explore Roux’s strategies in promoting other top brands and think of applying them to your own products.
You can only escape the commodity trap by using similar strategies.
We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”
For a $20 personally autographed copy, contact us at 803-359-7633 or email JerryBellune@yahoo.com.

How to win the war with your rivals

Remember what Sun Tzu taught us in his “Art of War” – know your strengths and weaknesses and your competitors’, too.
Our competitors are in print, online, on the air, on cable, you name it. We never under-estimate them. They are savvy rivals.
We watch their every move. We not only need to know what they’re doing but to steal their best ideas as our own.
We read their publications, listen to them on radio, watch them on cable or TV, see who is doing business with them and how their customers invest their precious advertising dollars with them. What are their advertisers offering that our readers, online and in print, might be interested in?
If they offer products or services our people need and want, we would be remiss to fail to give our rivals’ advertisers an opportunity to make offers to our readers, too.
Does that make sense? Your rivals are fishing the same pond for the same fish.
Test their products and services. Check how they treat customers. Even hire a Secret Shopper to check them out.
This is fair, legal … and smart. You won’t be blind-sided ever again. And you’ll never be ashamed that you failed to do this.
We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”
For a $20 personally autographed copy, contact us at 803-359-7633 or email JerryBellune@yahoo.com .

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