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Sales-focused Fractional CMO ✦ Guiding Business Leaders on How & Where to Invest Their Dollars for Optimal Marketing Impact ✦ Helping Align Sales & Marketing Initiatives ✦ Insights on AI, Marketing & Entrepreneurship

A surprisingly effective way to build a customer base. This is about Total Wine & More. (known as America's Wine Superstore®). Some facts about Total Wine & More: ↳Revenues in excess of $6bn. ↳Largest alcohol retailer in USA. ↳Sells wine, spirits, beer, and more. ↳Also sells glassware, accessories, etc. ↳Operates 260+ superstores in 28 states. ↳Each store is 20,000 to 25,000 square feet. ↳Over 8000 wines, 3500 spirits, and 2500 beers. In 2005, Total Wine opened its first store in Tampa. Before opening, they sent out 𝗽𝗵𝘆𝘀𝗶𝗰𝗮𝗹 $50 gift cards. ↳Free $50 gift cards. ↳Via postal mail. ↳As in USPS. They sent these physical gift cards: ↳To 1000s of people. ↳And 100s of businesses. ↳In multiple zip codes in Tampa. As an introduction to the brand. Upon opening: ↳They were inundated. ↳1000s of people showed up. ↳At their newly opened store in Tampa. I also went. I used the $50 gift card. I still go to Total Wine 19 years later. I've spent 1000s of dollars at their stores. I only shop at Total Wine for adult beverages. I know other people who are equally loyal to the brand. Was the $50 gift card an effective investment? Let me know in the comments below. ♻️ Repost if you found this helpful. ----------------- PS - Follow me, Rajeev Ratra, for actionable insights about marketing, AI, and entrepreneurship.

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Josh Whitfield

Founder - CMM | Helping Enterprises with Cold Email, Lead Generation, CRM Enrichment. Certified @Clay @Instantly @OctaveHQ Experts and Partners. Technical Consultants for the largest databases providers you use today.

8mo

What a brilliant marketing strategy by Total Wine. The $50 gift card sure did leave a lasting impression on customers.

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