Topgolf is a marketing story.
It’s a cool example of being able to think creatively and reimagine a commodity activity.
Consider: a golf driving facility where nearly half of its customers play regular golf once or less per year! If that makes no sense, it’s because Topgolf is something completely different.
The team behind Topgolf took an existing, mature business (golf driving range practice) and transformed that into a new business concept that’s a fun, social, entertainment experience. With a much broader customer base. And with much greater revenue potential.
The next time you’re facing a challenge that doesn’t have an obvious marketing answer, remember travel company momondo.
They came up with a terrific idea that wasn’t in any typical marketing playbook.
momondo partnered with an ancestry DNA testing service and created a poignant, emotional, and riveting video about people finding out who they really are – with surprise results, of course.
The powerful marketing idea? People will want to explore and learn more about their true ancestry and heritage. Continue reading
You wouldn’t expect to hear “differentiation” and “wholesale fish” in the same sentence.
Credit: Red’s Best.
Boston entrepreneur Jared Auerbach created a company that brands wholesale fish under the Red’s Best name. He’s combined brand management, technology, a keen understanding of end users and storytelling to craft his go-to-market business strategy: Continue reading
Amanti Vino is different than its competitors, and that means special benefits for customers.
The Montclair, NJ retailer (wine, spirits, and specialty microbrew) is led by Sharon Sevrens, a former investment banker turned sommelier and wine educator.
Sevrens and her store generate significant earned media coverage. She’s been featured on CNBC and CBS (New York) television, profiled in The Wall Street Journal, and is a Huffington Post blogger.
Taste the Action: 3+ Marketing Differentiation Examples
Amanti Vino – Montclair, NJ. Credit. Amanti Vino.
“We taste thousands of wines each year so that I can identify the very best for each region, varietal, price point, etc. We taste the bad wines so you don’t have to!”
This is the final post in a three-part series this week on marketing differentiation.
Part 1 highlighted New York City wine retailer Taste Wine Company (User Experience Innovation Creates New Kind of Wine Store). The innovative idea propelling this new venture: shoppers can taste every bottle before buying!
Part 2 featured European hotel brand Mama Shelter, and their USA launch in Los Angeles (Redefining the Boutique Hotel Experience for an American Audience).
In this final installment, we’ll take a look at the Jewish National Fund (JNF). Why did a nonprofit best-known for planting trees in Israel participate at this year’s South by Southwest® (SXSW®) festival?
“Meet Me at My Place” or Create Experiences Where Your Customers Are
It’s a common marketing desire: How can we broaden our reach and attract new customers? Continue reading