Blood, Wine and Marketing: Are You Chasing Your Market?

by Jason on March 12, 2010

A few miles down the street from my house there’s a little vineyard that’s heavily involved in putting Arizona wine on the map.

These folks have been featured on Winelibrary TV and, more recently, were involved in a new documentary movie about Arizona wine.

It probably doesn’t hurt that one of the players in the Arizona wine world is a world famous rockstar who happens to be very into winemaking. But it’s cool to see how that type of celebrity affects the marketing.

Anyway, the movie is called Blood Into Wine.

At about the 1 minute mark in the trailer below, you’ll hear Eric Glomski say this:

“We’re not chasing the market, we’re making wines that we love to make.”

So here’s the question:

Which do you think is a more successful way to grow a business both today and going forward?

Chasing your market? Or doing something great?

You can see the trailer for the movie below:

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  • http://www.johncamanley.com/ John C. A. Manley

    Funny. I was actually just saying to my wife yesterday, about a market I work in, “They really don't know what they want/need. They are relying on us to figure that out for them.” In other words, what the market is already buying may just be what they've been told to buy or the best option they've known… but it's not really what they really want.

    Also, I think, markets evolve and become ready for more sophisticated products. In the 1960s a show like “Star Trek” couldn't stay on the air. It was drowned by “Happy Days” and “Gilligan's Island.” Today, a far more complex show like “LOST” is the stealing all the ratings.

  • http://dansherman.info Dan Sherman

    Another interesting example, although politically charged, is the approval ratings for the health care bill before and after it passed. Apparently the numbers flipped (wasn't really paying attention to the polls, so that's second hand). No one knows what they want, objectively. That's why someone will always be able to come along and lead them by the nose to wherever he wants them to go.

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