Smart Marketing – Arigh Nam Beist

While leading a a truly balanced life now, I make sure that I have time for reading a broad selection of material. The IOD magazine has come up trumps again in the March issue of this year. Yes, I am aware that it is 5 months later, but like I say balance is the key word in life. That is what I try to do now, and probably should have done earlier.

There is an article about Scotland Glenmorangie distilleries that accidently mixed the wrong sort of whisky. Faced with a dilemma they come up with a clever campaign; they used a direct mail marketing  to ask for an official pardon and sold the whisky as a collectors item. The campaign generated a 23 percent response. 8 percent above what you would normally expect.

The best bit is still to come; their direct mail marketing grew. When they launched a special whisky called Arigh Nam Beist (shelter of the beast) for Halloween in 2007 their response rate was 69 percent. Virtually unheard of. A little clever marketing can go a long way. Do you know any such stories? I am sure that Richard Branson could tell a few, how about you?

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