Magazine article Marketing

A New Marketing Challenge in Total Communications

Magazine article Marketing

A New Marketing Challenge in Total Communications

Article excerpt

Next summer a new product will be launched. It is a marketing idea of elegance and promise. I suppose I'm bound to say that since I'm involved professionally, and personally as a shareholder. But this isn't about if it will be a success or not. It is about what it is, and the challenge of marketing it.

The product doesn't fit into any convenient Nielsen category. It isn't a yellow fat or a chocolate countline. It has no track record, no immediate competitors, and no clear-cut target market. To make matters worse, there is only one of them and it's in London, so a test market in Border followed by a national roll-out is out of the question. It defies simple description. It evades categorisation. It is part visitor attraction, part restaurant complex, part champagne bar, part retailer, part banqueting facility, part publisher, part wine club. Vinopolis will open its doors on the South Bank in June 1999. Essentially it is a visitor attraction and complex dedicated to the pleasures of wine.

The managing director of Vinopolis is Tony Hodges, one time ad man and marketing consultant, now putting years of preaching into practice. Last week he bravely allowed his, as yet, unborn baby to be used as a case study at the first ever IPA/ISBA seminar on the subject of total communications strategy.

Old hands in the marketing game will roll their eyes to the heavens and mutter that total communications was something every good advertising agency did as a matter of course in the good old days (the 60s). Perhaps they're right. …

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