Mulberry Vineyards - A Case for Targeted Direct Mailing Campaigns

The Problem Mulberry Vineyards is a white-label supplier of wines to low cost wine brands. In business for over 12 years, Mulberry Store London Mulberry had reported a steady revenue of $20-22 Million for 4 years. While this was a sustainable and profitable revenue level for Mulberry, CEO Steve Garlen wanted to increase business by penetrating the restaurant chain market. The Solution Mr. Garlen along with the VP of Marketing launched a direct mail campaign for restaurants. They decided on a three-phased approach for the campaign. During the planning of the campaigns, a branding firm was commissioned to create the designs and general feel for the campaign. Phase 1 of the marketing campaign consistent of an elegantly designed postcard which introduced the brand to the restaurant manager and included a call to action to register for a web seminar on how to increase revenue through private label house wines. Phase 2 of the campaign was the actual web seminar, or webinar as they're called in the industry. Mulberry Store Manchester The web seminar included a wealth of restaurant industry data and concluded with the introduction of the Mulberry brand and their white-label solutions. Phase 3 included an in-house wine tasting, which was conducted by a Mulberry representative. Mulberry commissioned models to attend the wine tastings along with the Account Manager. The experience was fantastic and the restaurant owners got a real taste for the Mulberry brand. The Results As a result of this campaign, nearly 105 restaurant chains signed on to carry Mulberry wines as their house wines. Mulberry Store New York Cost savings for restaurant owners were in the double digits, averaging 18% under retail wine costs. The additional business generated over $15 Million in sales for Mulberry. This marketing campaign is an example of the effectiveness of the use of compelling market data. While typical marketing campaigns focus on the company that is marketing, Mulberry focused on the target industry, by proving useful data to restauranteurs in a convenient medium, the internet. Then introducing their solution in a real life tasting.