I read a lot of different blogs these days, things I have come across largely through suggestions from other bloggers (that is the real power of blogging). Sometimes this is called something like “Google-drift” but when it is directed, then it is about learning and spreading your horizons.
One such blog is Herd: The Hidden Truth About Who We Are.
The most recent post chimed with my thoughts on my own recent post. If you want to understand what motivates people then you must realise that it is not just “internal” factors but “external” ones. We interact with those around us, we are part of a “herd” of sorts.
When it comes to building wine brands and motivating 20-30 year olds to be interested in wine and buy more bottles, you have to look beyond what you put on the label and what bottle it will come in, but to what factors would motivate that consumer to even get close to your bottle.
Magners did this with a combination of heavy investment in advertising (mainly tube and bus in London), breaking the mould of a stagnant category (cider) and offering a new format for its product (over ice). They got so many people talking about their product they HAD to try it – even if they hadn’t seen the bottle, tried cider for years or were even thinking about the alcoholic element.
The “cider conversation” has now spread wide enough that Magners cannot even cope with the demand from across the UK and the entire cider category is growing massively. They continue to advertise, but now it is about reach, not innovation; the consumers are doing that themselves.
Now, where is that wine conversation? How do we get 1 million 20-30 year olds talking about wine, any wine? Ideas on a postcard, please.
Wine over ice? No!
Apple wine? That’s just silly!
Chilled red wines for summer? Now there’s an option. Hmmm….