Entries for 2011

Luxury Marketing with Jackson-Triggs and Inniskillin Wineries

Aug 30, 2011 by Bryan Saunders

Jackson-Triggs-Inniskillin-Ice-Wine-Preview-image

With vineyards in the beautiful Okanogan and Niagara regions of Canada, Inniskillin and Jackson-Triggs are 2 of the most famous wineries in Canada.

Jackson-Triggs has won the “Canadian Producer of the Year” award at the International Wine and Spirit Competition (IWSC) an unprecedented 7 times. Meanwhile, Inniskillin is known for its rare and luxurious icewines—tiny bottles of dessert wines which regularly sell for hundreds of dollars in just a few, exclusive stores.

I recently chatted with the Wine Club manager for both Inniskillin and Jackson-Triggs, Candis Scammel.

During our chat, Scammel and I discussed:

  • What exactly does it mean to be a “luxury product"?
  • What role does online marketing play in the luxury industry?
  • And what are some of the unique ways that Jackson-Triggs markets itself on- and offline?

Read on to learn more.

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The $2000 Question: Can Jeans Be Worth 2 Grand?

Aug 24, 2011 by Bryan Saunders

A friend recently sent me a link to an article in the Wall Street Journal titled “How Can Jeans Cost $300?”

Written by Christina Binkley, the article talks about “the Phantom,” a new style of jeans from True Religion. These True Religion jeans sell for $375 versus the $50 one might pay for a pair of plain Levi’s.

In trying to explain how jeans can be worth $375 dollars, Binkley takes a very rational approach. She explains that Levi’s are made outside of the United States where labour is cheaper. True Religion jeans, meanwhile, are made inside of the USA where the cost of labour is much higher. And they’re made with slightly “better” materials as well. So they should cost more, right?

Wrong.

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The Making of ShoeGuru 2.0 Website

Aug 10, 2011 by Yuriy Sklyar

This is a case study that I wrote a few years back while we were working on the second iteration of the popular ShoeGuru online shop. It didn't get included in this new website due to its length, so I thought instead of letting it go to waste, I'd re-post it in a looong blog entry for people to read it, and hopefully get educated or inspired to do cool stuff.

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The Buying Brain: Secrets for Selling to the Subconcious Mind

Aug 9, 2011 by Bryan Saunders

The Buying brain: Secrets for Selling to the Subconcious Mind by Dr A K Pradeep

At long last, I’ve finally found time to read "The Buying Brain: Secrets for Selling to the Subconscious Mind

Written by neuromarketing pioneer A.K. Pradeep, "The Buying Brain" is more or less an introductory course in neuromarketing.

Throughout his book, Pradeep uses plenty of real-life case studies that are easy to understand. This makes the book accessible to anyone and fun to read.

While the first chapters of “The Buying Brain” offer a very general overview of neurobiology—and may start off a bit slow for anyone with a psychology background—the book soon picks up steam.

Here are some of my favourite nuggets of neuromarketing insight from “The Buying Brain.”

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Market Research Week 6: Nood Furniture and Design (Vancouver)

Jul 27, 2011 by Daniel Toumine

market research 6

Recently, the Threefifty team was in Vancouver, Canada coordinating a video and photoshoot for a new men's fashion line launching this fall.

In between shooting sessions, we had the chance to stop in at Nood Furniture and Design to conduct some market research.

Keep on reading to see what we liked about Nood Furniture and what we think Nood Furniture could do better.

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Cure cancer, save the whales, & make more money? 8 things to know about "cause" marketing.

Jul 25, 2011 by Bryan Saunders

Nowadays lots of companies support a charity or “cause.” For instance, companies like Avon donate money to breast cancer research, while other companies champion literacy or promise to save the environment.

It’s great that these businesses are giving back to the community, but most business aren’t supporting causes just for the sake of it, they’re supporting these causes to: market,  themselves, attract new customers, and make more money.

But does it work? It depends. To help explain, here are 8 things you need to know about cause-related marketing (CRM)

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