from ’95-’03 he spent over $4.5 million in marketing (annually?)
from ’03 to now he spends about $25,000 (annually?)
Liquor laws prohibited mass distribution so he started trying to build his own brand
push marketing – pound the message with traditional media
Pull Marketing – Social media. it’s about caring. You cant buy friends & relationships in online communities. Your content has to be relevant
Content is King. But Marketing is the Queen that steers the ship
Big Box marketing approach is rapidly changing
Those businesses that go back to “small town values” will win. In the small towns as a business owner, you’ve got to hustle, care and understand that people appreciate the bakers dozen price point
online relationships are just as real as in person ones
he has 850,000 twitter followers
the web is just a baby. it’s only been 15 years since we even had such a thing as email. Youtube is only 5 years old
brands will have to care because word of mouth is now on steroids
the truth is undefeated. doing the right thing is never wrong
if you’re trying to reach consumers, you need to have a facebook fan page
look at other companies that didn’t adapt. Zagat is getting killed by Yelp.
you need to understand this stuff, play with it, taste it. get on twitter and facebook and experience these new platforms of communication
respect the customer
be socially engaged 24/7. get committed to it. seek out and engage conversations. give authenitc non-salesy answers. You don’t need to convince people this is important…find the ones who already believe it is.