Two days ago I talked about Rowan Gormley's unique Naked Wines club as a rare example of genuine social marketing.
What makes Rowan's business special is the idea behind it - of getting the customers to support wine-makers too small to afford big marketing by buying their stuff. It is genuinely a social approach. You can even become a Wine Angel."
I have interviewed Rowan for an hour as part of my Commonsense Marketing course. Fittingly the first time we ever met, a few years ago, we spent a fair amount of time drinking wine.
By coincidence yesterday I saw James Brown who founded Loaded magazine make a hilarious speech here in Sweden in which he said one thing I profoundly agree with - that success is all about finding the right people.
“I am pretty determined,“ he replied. “If something doesn’t work I keep trying for another year, then another, then another. I don’t give up easily. But David never gives up”.
And I recall that in a survey of chief executives not too long ago persistence was the most important reason most gave for success. Of course it helps if you know what you’re doing. Few marketers really do.