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For those who attended my seminar on “Creating WOM-Worthy Online Destinations,” you can download the presentation here.

Conference kicks off today with a keynote address by Chip Heath, co-author of “Made to Stick: Why Some Ideas Survive and Others Die.” Terrific content – wish Chip would have had a little more coffee prior to speech (but I digress). His rules to make things stick: Simple, Unexpected, Concrete, Credible, Emotional, Stories (SUCCESS).

Client: Paterno Wines International
Paterno Wines International is the leading marketer of luxury wines in the United States, marketing more than one out of eight bottles of wine over $14 sold in America.

Business Goal:
Increase sales of its relatively new, Greek white wine, called Boutari Moschofilero, among women 24-35.

The Challenge:
How can a wine without a well-known reputation or a significant marketing budget breakthrough in a very cluttered spirits market?

The Solution:
Instead of print ads in expected trade and consumer publications, we

Client: Salon Selectives
Salon Selectives, the once-popular brand that made women of the 1980s and 1990s feel like they just stepped out of a salon, was reintroduced on March 1, 2008, after being acquired by Select Beauty Brands, LLC.

Marketing Objectives:
Announce to women that the brand is back with a new “customization” positioning and generate trial.

The Challenge:
How can the brand standout in a category dominated by well-known, well-funded brands owned by Unilever and Proctor and Gamble?

The Solution: