We developed what we called “Worthy Cause Marketing” growing the Barefoot Wine brand. Our lack of funds forced us to be creative, and in the process, we discovered a way to get the word out on Barefoot Wines and make the world a better place at the same time.
Cause Marketing Forum is the country’s leading advocacy group for Cause Marketing. They asked us to give a webinar about how Barefoot used Worthy Cause Marketing instead of advertising to become a national Best Seller. Our goal is to use the Barefoot Wine case study to encourage other businesses to use this method. We’ve seen numbers in upwards of $100 Billion for what the country spends on advertising each year. What if just 10% of that was spent on Worthy Cause Marketing? If you missed our recent Cause Marketing Forum webinar, you can access the recording here.
Who Are We.
Having built and sold a bestselling national brand, we appreciate the value of brands and everything it takes to make them successful. Companies are valued by their brand equity. Achieving and maximizing brand equity requires tremendous respect for all your customers, from your wholesaler to your end user.
Starting in our laundry room with no money and no knowledge of the industry, we built the famous Barefoot Wine brand. We learned a lot they don’t teach in school and much of it the hard way. Although our success was in consumer products, our real world experience will be helpful to anyone looking for information and advice about brands.
We have written the New York Times Bestselling Business Book, The Barefoot Spirit: How Hardship, Hustle and Heart Built America’s #1 Wine Brand, which chronicles the history of the famous brand from its inception through its acquisition. Our book is now required reading in schools of entrepreneurship across the country. We hope this book will provide inspiration and encouragement for all those contemplating starting a brand or wanting to improve their existing brand.
Michael Houlihan and Bonnie Harvey
-Barefoot Wine Founders