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23 Lessons Learned

23 Lessons Learned. (After 23 years in this crazy business). AWG is three U.S. companies: Vinesse – wine clubs and direct to consumer (DTC) retail Pack n Ship Direct – third party logistics, DTC shipping Sonoma Estate Vintners – wine manufacturing Businesses we have operated, in the past:

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23 Lessons Learned

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  1. 23 Lessons Learned (After 23 years in this crazy business)

  2. AWG is three U.S. companies: • Vinesse – wine clubs and direct to consumer (DTC) retail • Pack n Ship Direct – third party logistics, DTC shipping • Sonoma Estate Vintners – wine manufacturing • Businesses we have operated, in the past: • Clubs other than wine • Winery operations in FR and U.S. • Fine wine retail about vinesse and adams wine group

  3. Marketing • People • Other Learning 23 Years of Learning or: A three part harmony:

  4. Marketing

  5. 1. It’s tough being in three tiers in the U.s. “three-tier” system.

  6. 2. The U.S. wine market isn’t one.

  7. 3. We really don’t know our customers.

  8. 4. Greed is the most powerful purchase motivator…privilege is a close second.

  9. 5. Curation counts: Some customers want to be lead…sometimes.

  10. 6. Continuity and subscription “schemes” are tough to beat.

  11. 7. There is “dynamic tension” between offer and cLTV. (Marketing efficiency begins with CPC, CPL, CPR, CPA but it doesn’t end there.)

  12. 8. Poorly done communications still communicates. (you can’t not communicate.)

  13. 9. We direct marketers don’t think about our brands enough.

  14. 10. Unhappy customers – or unconverted prospects - will lead you to new opportunities just as surely as happy customers will.

  15. 11. Paper and ink (and post) aren’t dead yet.

  16. 12. Steal smart.

  17. 13. Treat r&D almost as a separate business, with their own investment and people.

  18. 14. Good selling feels like great customer service.

  19. 15. Creative is too important to be left to creators.

  20. People

  21. Hiring • Lean • Measuring (MARs+KPIs) • Aligned • Challenging 16. When it comes to finding and managing your “human capital” always be:

  22. 17. The best talent won’t be found in agencies.

  23. 18. Sometimes 1 = 3X

  24. 19. Wine buying is too important to be left to wine buyers (and winemakers).

  25. Other Learning

  26. 20. When it comes to wine (and marketing) none of us are very adept at picking winners.

  27. Grapevines • Employees • Vendors • Business/capital 21. Stress: it’s good for all living things

  28. 22. Three businesses I never want to be in again: traditional retail, traditional wineries* and growing wine grapes**well, maybe a good DTC winery and growing grapes

  29. “The way to make a small fortune in the wine business is to start with a large one” hence:

  30. 23. Understand that we are not in the wine business…

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