JANUARY 23, 2017|FOOD AND DRINK
An Interview With Patron CMO On Selling Craft Tequila
The biggest insight I took from an interview with Patron CMO Lee Applbaum, about his efforts to bring tequila making the same attention that craft beer enjoys, was his description of “bros and knows” as his core audience.
It perfectly illustrates what many marketing leaders forget. Content marketing built around a deeper experience only works for the consumers who actually care, the “knows.” The “bros” probably still respond to the usual hyper-sexualized advertising. That doesn't make it right, but it does offer a great reminder that your audience is never just one uniform group.
Segmentation matters, and it matters most when the two halves of your audience would be embarrassed by the work you make for the other one.
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How It All Started
A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
