Having interviewed numerous people with regards to the mead industry in Asheville, our potential customer’s frustrations focused on two key areas: The lack of local meaderies and the limited selection of meads available in Asheville. Many of them didn’t know of any meaderies in the area, and some could only name one. Those people who have purchased mead said that the place where they bought it had a limited selection, and they were the same type of mead (for example: fruity and sweet). All of the people interviewed said they would purchase mead more regularly if there was someplace in Asheville (local) that had a variety of meads available – either by the glass or in bottles.
I chose for the horizontal and vertical axis of my positioning grid to be the distance from Asheville in hours and minutes and the number of different meads each business offered. The goal was to see if there indeed was a local meadery in Asheville that had a large selection of meads.
Creating the Grid
I did a Google map search for Meaderies near Asheville. A number of them showed up on the map, but many of these weren’t local to Western North Carolina. I zoomed in to focus on those meaderies in our area and two just over the line in South Carolina. I then checked the drive distance from each meadery to downtown Asheville. I ranked them by the distance from Asheville to their physical location. Then I visited each meaderies websites to get an idea of their selection. The results created placed each company into these areas of the grid:
The positioning grid shows that no meadery is local to Asheville that also has a large selection of meads. In fact, there are no meaderies within the Asheville city limits. The closest two companies were Fox Hill Meadery, which was a half hour from downtown Asheville and Black Mountain Ciderworks + Meadery, which was 19 minutes from downtown Asheville in Black Mountain. Fox Hill and Black Mountain only have five varieties of mead respectively. We decided that we should position Nordic Wolf Mead as a local meadery to Asheville that has a large selection of meads.
Our Positioning Statement
After finding our position that would make us unique from the other meaderies in the area. I created this Positioning Statement:
Nordic Wolf Mead is Asheville’s only local meadery with a large selection of varietal meads.
We realize we may not always be Asheville’s only local meadery but, for now, we believe we should use it while we can.
Since our ideal customer and target market are Generation X and Millennials, we will focus most of our marketing efforts on social media and the web. After discussing our business with the social media marketing manager at Western Carolina University, She suggested picking four social networks in which to market to Millennials and GenXers. We decided on Facebook, Twitter, Instagram, and Reddit as our initial four – with Snapchat being added to our marketing plan once our doors are open.
Another point of contact with our target audience will be foot and road traffic from our proposed downtown location. Signage and a visible mead hall from the street will attract customers. Finally, we plan to have people on the neighboring downtown streets handing out coupons offering a 10% discount on their first bottle or glass and directions to our location. This last strategy will get us in front of tourists who do not yet know we exist.
Many of the materials, outside of the coupon handouts, will be digital in format. Our first step is to create sharable images and media that our target audience will want to post/share on their social accounts. Since mead is commonly associated with Vikings and Medieval periods in history and with the television show Game of Thrones, images with inspiring messages are already being shared across a variety of social networks. By adding our logo and our web address to the bottom of the picture, people who share these images will also be sharing our name and website. Finally, by utilizing hashtags in our posts, we will be able to put our business in front of people searching those hashtags.