Competitive Market? Be the Tortoise

We know from our research that you client-side marketers are not only under-resourced and wearing too many hats, but you are facing pressures to get sales through the door, often in increasingly competitive markets. Not forgetting, to add to the stress, the bonus of the challenges that come with economic uncertainty! So it’s tempting to pull a few tactical moves to get ahead on conversions and outdo your competition.  

To get the scoop on marketing successfully in a packed industry, I spoke with Jonathan White, CEO and former Marketing Director of English wine brand, Gusbourne. Jonathan shared his insights on how he and his marketing team have navigated the crowded category of, not just English wine, but the wider marketplace of wines from across the world. 

Smart marketing and strategic thinking

The English wine industry has changed dramatically, moving from having many doubters to becoming a recognised player internationally. This change has brought about an increase in competition, with many new brands entering the space. So standing out requires more than simply producing great wine (which Gusbourne absolutely does!). Winning in a crowded space requires careful planning and strategic marketing efforts, which is how Gusbourne has managed to set itself apart.

So Jonathan advises that making a mark requires more than just a great product or service – it demands smart marketing and strategic thinking. 

Be the tortoise

One key takeaway from Gusbourne’s success is the importance of not rushing to market, but rather taking time to plan and invest in your brand and marketing from the start. With this approach, Gusbourne has carefully managed its brand image and controlled its narrative, quite deliberately focusing on direct sales to build close customer relationships. This approach has allowed them to maintain control over their brand message, create stronger connections with their audience and maintain premium positioning.

Another important strategy is maintaining brand integrity, especially regarding pricing and discounts – not being drawn to quick, short-term wins. Gusbourne has remained firm on not discounting their products, ensuring that their wines are perceived as premium. They’ve managed distribution closely, ensuring their pricing strategy stays consistent, which has helped preserve their brand’s perceived value. After all, customers can be fickle, so Gusbourne, didn’t want to fall into the all-too-common trap where customers wait to buy wine (in bulk!) when on offer.

What does the market need?

Gusbourne also shows the importance of innovation, particularly through their adaptation during the COVID-19 pandemic. As much as it would have been attractive (and not to mention quicker) to start selling already established Gusbourne wines in supermarkets, by introducing a distinct product line for national retail, and carefully choosing Waitrose only, they were able to expand their reach without compromising their core brand values. This move not only protected their pricing strategy but also introduced new consumers to Gusbourne, acting as a “gateway” to their more premium wines.

What sets your brand apart?

For marketers wanting to drive growth in a busy landscape, Jonathan emphasises the need for a well-rounded strategy that highlights what makes your brand unique. It’s not enough to pull tactics hoping for quick wins – long-term success comes from a deep understanding of your sector, your consumers, and what sets your brand apart.

So remember…

For marketers looking to make their mark and grow a successful brand in any competitive industry, there’s a lot to learn from Gusbourne’s approach. So remember to be the tortoise, not the hare. Success in busy markets is not about being the fastest – it’s about consistency, quality, and a deep connection with your audience. Don’t forget the power of patience and strategic thinking, and the refusal to compromise on brand values for short-term wins. 

Jonathan White is the Chief Executive Officer at the award-winning vintage English Sparkling Wine estate, Gusbourne. 

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