Red Cape Marketing

By Christopher Zoukis

Many people are wine aficionados. They are passionate about wine, and some of their purchases are made as investments. A fine bottle of wine can go for $600 or more. These investment-wines require proper storage, which includes temperature and humidity control, along with security.  Image courtesy alleywatch.com

Jim LaBonte, who owns Tropical Storage in Miramar, Florida, saw a unique opportunity. He expanded his self-storage business, adding separate wines storage facilities, with 24-hour keypad access. A computer-monitored refrigeration system keeps the temperature at 55 degrees. Humidity is maintained at 5 to 70 percent.  “It’s important for our customers to feel their investment is well cared for,” says LaBonte. So LaBonte has back-up air conditioning units and a security system, which give customers assurance.

Marketing wine storage to aficionados is vital to its success. It is not merely a case of “build it and they will come.” LaBonte used the following marketing techniques:

~A custom website that made aficionados aware of the facility’s unique offerings.

~He joined a local wine tasting club, which gave further exposure to the wine storage, and added to his reputation as a wine expert.

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Aficionados

By Christopher Zoukis

The word “aficionado” refers to an enthusiast. Aficionados are devotees, who are zealous about a particular person, place, thing, or idea. From ball point pens to the Boston Red Sox, aficionados are fans of everything and anything. There are no limits.  Image courtesy flickr.com

All rich people, simply because they are people, have one or more areas about which they are aficionados. Marketing and selling to this area demands creativity and careful targeting, because the target area is very narrow. For example, Cigar Aficionado (CA) is an upscale magazine that targets affluent customers who are zealous about buying and smoking fine cigars. CA reviews or tests various brands of luxury cigars and reports their opinions in the magazine. Additionally, CA presents articles on subjects that affluent cigar smokers might find interesting, such as fine wines and other alcoholic beverages, exclusive destination restaurants and the best hamburger joint in America. Each of these ancillary subjects swirls around the main focus of the magazine, which is cigars. For instance, after chowing down on the best hamburger in America, which, by the way, is found in Florida, the magazine suggests an appropriate cigar to complete the experience.

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