Listen to our featured Ask Those Branding Guys radio show podcast: Heart of the Desert
Hello, I’m Jim Glover, That Branding Guy, for Once
a Day Marketing™. On our radio show Ask
Those Branding Guys, we discussed branding and marketing with a New Mexico
Pistachio grower.
Joining us on-air were Marianne and George Schweers –
Founders of Heart of the Desert Pistachios and Wines. Marianne and George stayed
in the Alamogordo area after completing military service. Coming from
agricultural roots, they wanted to return to farming and started searching for
a crop that would do well in southern New Mexico and the pistachio industry in
New Mexico was born in 1974. There are now about six pistachio farms in the
region.
At their stores, Heart of the Desert prides themselves on
a friendly staff well versed in customer service. All processing of the
pistachios is done on the premises and guided tours are available. Marianne
shared that today’s consumer is very demanding and a high-quality product is a
key component of Heart of the Desert success. They now have four stores around
the state as well as distribution channels which enable them to expand their
reach across the country.
From a marketing perspective, providing samples is one of
the best tools Heart of the Desert has at their disposal. When visitors are
able to taste the products, they are more likely to buy.
In 2002 Heart of the Desert expanded to grapes and now
has a vineyard as well. The wine is a great complement to the nut crop and
diversifies their interests. They partner with Southwest Wines in Deming to
assist in managing grape harvest and wine production.
George and Marianne’s branding tip: when you name your business, ensure you are
not encroaching on a similar name in the same category. Once your company name
is determined, use it on everything.
Enjoy the show!
Once a Day Marketing™ inspires
clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those
Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com
KVSF 101.5 FM.
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Marketing™. All rights reserved.
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