10 insights on building america's #1 wine brand, with michael & bonnie of barefoot cellars
Post on 18-Oct-2014
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Listen to the full interview at http://www.33voices.com/michael-houlihan/audio Michael Houlihan and Bonnie Harvey are the co-founders of Barefoot Cellars. Starting with no money and no knowledge of the wine industry, they used out-of-the-box thinking coupled with solid business principles to build a leading national brand. They relied on “worthy cause marketing” instead of conventional advertising to grow a loyal following and promote their favorite causes. Barefoot Wines went on to win the industry’s top sales awards. They were selling well over a half a million cases annually when the E&J Gallo family purchased the brand in 2005.TRANSCRIPT
@33voices
intelligent insights to advance your business and life
The following represents 10 highlights from the interview by @MoeAbdou,
founder & host of 33voices®.
Michael houlihan & Bonnie HarveyMichael Houlihan & Bonnie Harvey are the
co-founders of Barefoot Cellars. Starting with no money and no knowledge of the wine in-
dustry, they used out-of-the-box thinking coupled with solid business principles to build a leading national brand. They relied on “wor-thy cause marketing” instead of conventional advertising to grow a loyal following and pro-
mote their favorite causes.
@BarefootWine
Stream interview Watch videoWatch videoNo.1
Entrepreneurship is a blend of confidence and ignorance,and it’s actually your ignorance that anchors your early progress.
Stream interview Watch videoWatch videoNo.2
When you embrace an inclusive approach
to connecting with your customers,they become your greatest source of insight.
Stream interview Watch videoWatch videoNo.3
Sometimes the curse of knowledge blinds you to seeing new opportunities.keep your mind ready to accept the modern.
Stream interview Watch videoWatch videoNo.4
Align your highest purpose with worthy causes that supports it (and watch your brand multiply!).
Barefoot wines calls it worthy cause marketing.
Stream interview Watch videoWatch videoNo.4
Align your highest purpose with worthy causes that supports it (and watch your brand multiply!).
Barefoot wines calls it worthy cause marketing.
33voicesBarefoot Cellars - Worthy Cause Marketing
Stream interview Watch videoWatch videoNo.5
Strategic partnerships become strategic allies when give them a commercial reason to support you.
Give much them more than you take from them.
Stream interview Watch videoWatch videoNo.6
Resist the urge to break the brand promise to grow revenue.In the end, it does more harm than good.
Stream interview Watch videoWatch videoNo.7
Sometimes your best hires are your best customers or users;
don’t ignore them.
Stream interview Watch videoWatch videoNo.8
Give your employees permission to use their ingenuity to grow your brand.
It’s how you’ll inspire their inner creativity.
Stream interview Watch videoWatch videoNo.9
Give your customers a social reason
to buy your product;it’s a mirror into your highest values.
Stream interview Watch videoWatch videoNo.10
Make small bets early and often.If you’re not making mistakes,
it’s a sure sign that you’renot innovating fast enough.
Really reflect...
What has your business taught you about life?
Really reflect...
