Purple Cow and Facebook Likes

Since T. Cellars is a new player in the industry and since they are striving to raise as much awareness about their product as possible, it is imperative that they implement a "purple cow" idea. A purple cow idea is "a product or service that is different from the rest, and somehow remarkable. (Godin 2). While T. Cellars' products are certainly remarkable in and of themselves, right now, no one really knows that. To generate a great deal of word of mouth, T. Cellars needs to come up with an idea that fascinates the "sneezers" or people who will be the first talkers about the idea. If T. Cellars can captivate a particular niche group, they will be on their way to raising more awareness. 

T. Cellars is already a niche product, so it's important that they don't lose sight of that fact and attempt to wrangle in every potential sparkling wine drinker. With a small staff that doesn't have a lot of marketing experience, it would become a daunting task to attempt to manage a marketing campaign that targets every single sparkling wine drinker in the United States. In order to grow, T. Cellars must work within their niche first, with the sneezers (their primary talkers) to get the word out about the types of products they offer. 

It is also imperative that T. Cellars establish a presence for themselves in Western Washington. While there are many wineries in Eastern Washington, most of those wineries' client base resides in Western Washington. T. Cellars has a nice facility and tasting room set up in the Yakima Valley, but since it is new, it is not yet well known by the West-siders that trek across the mountains to taste. By attending wine events and pouring in Seattle, and by pushing product in restaurants, T. Cellars has a chance to interact with their customers and buyers face-to-face to establish relationships for the future. 

Further, T. Cellars must maintain these relationships through social media. The "like" button on Facebook is a powerful tool, and could generate good word of mouth for T. Cellars. One of their key target talkers, women age 35-55, are Facebook users, and if the average user has 130 friends, that is a huge potential word of mouth opportunity for T. Cellars. However, before T. Cellars attempts to get people to "like" them, they need to update their Facebook page to reflect a more professional presence. Without a professional presence, T. Cellars risks getting written off by potential customers who may think that T. Cellars is too new to deliver a good product, especially if they cannot generate appropriate business content on their website.