Ahhhh-mazing ideas for next level marketing

Isn't it interesting that we can learn so many lessons on selling a luxury product and experience from...you guessed it! BOURBON!

We live in Kentucky where the bourbon business is booming and people are becoming millionaires almost overnight as they dig into their family history, discover they had ancestors in the business (as in Moonshine) and now they are the upstarts that are doing VERY well. 

I wanted to take some time this week to look at a few ideas that bourbon distillers are using that might just help boutique photography studios with some great ideas that we all can use.

A little background on the bourbon industry...

Bourbon went through a slump in the late 90's which was actually the low point of the history of bourbon making. Then a miraculous cultural change happened. Here is an excerpt from the Herald-Leader that helps explain the shift.

In the mid-2000s, a younger generation of drinkers shifted back toward bourbon, drawn as much by its flavors as by its story as an authentic American craft. Like locally sourced food and artisanal furniture, bourbon appealed to consumers tired of flashy luxury and looking for simple, recognizable products. Between 2000 and 2010, revenues for American whiskey distilleries grew by 46 percent, according to the Distilled Spirits Council of the United States, and tourists began pouring into Kentucky to see where all that whiskey was made.

Today, the industry is booming. Here are a few reasons (along with what the Herald-Leader reported) we can take and learn from in our own businesses.

ONE: Hand crafted (artisanal).

There is a magic to anything that is "hand crafted." We all see, in our minds, an intense craftsman, bent over a workbench, making a special item, whether a wooden toy or bourbon and cost is typically not a major factor. The furniture company, Arhaus, uses this approach in their marketing. As stated above, the younger generation is shifting back towards a past time of quality goods that are simply made and local. What do you have that you can market and sell as a hand crafted piece? How can you market that?

TWO: Playing on history & telling stories.

History is essentially your story. Who are you? What do you do? What is the purpose of what you do? People want to know there is a higher purpose to your business. This is powerful, so tell your story. If you don't tell your story, it is the same as not having a story. How are you telling your story? Is it printed on a card you include with every order or on your website? Be sure to tell your story as often as you can.

THREE: Limited Edition or scarcity.

This is huge! Don't flood the market with your availability or your products. If it's easy to book with you or purchase your limited edition products, clients usually won't act on booking you or purchasing anything and they will certainly balk at paying a top price for it. 

At the very least, create a specialty item as a "limited edition" product that is only available at certain times of the year or in limited quantities. This adds so much value. 

In the bourbon industry, I see many bottles labeled as small batch or they are distinguished as a black label bourbon to indicate their scarcity. If you have ever heard of Pappy Van Winkle bourbon, you understand scarcity. Selling for thousands per bottle, it is nearly impossible to get your hands on. In fact, there is one bottle that is 23 years old and has a price of $17,999. WOW! (see more examples below)

We will be trying for a 2nd year to get our hands on Woodford Reserve Double Double Oak Bourbon next year (2023) as it is limited edition produced only once a year...and we will most likely leave empty handed. It is scarcity at its max which makes us want it more:-) 

FOUR: Pricing as a luxury product

There is a sales principle that says this, "If it's expensive, then it must be good." Haven't you questioned buying something when you think it is priced too low. Don't you start to question what is wrong with it? Make sure your prices are where they need to be, but also, make sure you are worth the price you ask. Do not be a low quality photographer asking top dollar prices.

FIVE: Experience

The distilleries in Kentucky have gone nuts on creating a grand experience with their elaborate tours and tasting rooms. At the end of each tour, the guide leads you through how to "taste" the bourbon and the different flavor notes as you swallow. You can tour and learn the history of each distillery and of course, visit the gift shop where you can buy Bourbon Cream (yummy) along with an amazing array of bourbon products, from Bourbon syrup to Bourbon popcorn. I even found Bourbon designed socks for my nephew!

When you visit Kentucky, there is a Bourbon Tour you can go on to visit the distilleries and get your "passport" stamped at each one.

How can you provide a unique experience for your clients? It does matter!

Take some time this week to go over each of these five points and see where you can take some action to increase your business and the experience of your clients this coming year.