Shopper Marketing - April 2017 - 30

HALL OF FAME PROFILE | HERB SMITH

Q
A

If you had to give a tip to a company
about making shopper marketing
work, what would it be?

SMITH: I think it is communication. You've
got to get the right people in the room, and
you have to listen to candid feedback whether
it feels good or not. React to the journey and
make adjustments.

Q
A

Do the shopper marketing guys get out
into the stores with you?
SMITH: We are all out in the stores, which
really helps drive opportunities. Senior leadership too - they get out into the stores on a
regular basis. I think we are a unique organization in that way.

Q
A

I hadn't realized until prepping for the
interview that Barefoot has become
the world's largest wine brand.
SMITH: It was started by a wife and husband in the late 1980s. We purchased Barefoot in 2005, and this year it will do more than
20 million cases. It's a very approachable brand,
with the iconic symbol of the foot, casual colors
- and the wine itself really over-delivers for the
price.

Q
A

Is the American public getting
acclimated to wine?
SMITH: I think people are drinking better.
Household penetration is still way behind
Europe, so there's huge potential. The wine business has doubled the last 20 years, and we think
it's going to double again in the next seven.

Q
A

Am I correct in sensing that education
plays a big role in wine marketing, and
that it seems to be working?
SMITH: Definitely. There are huge opportunities: food and wine pairings, wine dinners
and, where demonstrations are legal in-store,
sampling so people can learn what the various
wines taste like. In wine, the taste profile can be
a bit of a barrier at first [for newbies] compared
to, say, craft beer.

Q
A

Aside from sales, what metrics matter
most to you?

SMITH: I'll just say that I think that's still a large
opportunity in the areas of ROI and how we
analyze our spend, and we've come a long way in
the last five years, but we still have a ways to go.

Q
A

If we were at HQ and could take a
group photo of you with your key
colleagues, whom would you want in it?
SMITH: Well it would be great to have Joe
Gallo. It would be great to have Steve Sprinkle [now vice president, U.S. sales] who had my
job before I assumed it in 2005. My current boss
has been fantastic; his name is Tom Gillespie [vice
president] and he's been extremely supportive.
And then, of course, there's Ryan Martin, Rob
Ruijssenaars and Beth Orozco [senior directors,
shopper marketing] ... they've all embarked on
this shopper marketing journey with us, and I
would be remiss if I didn't put them in there.

Q
A

Last three questions ... what do you
like best about your job?

SMITH: The people, both internally at Gallo
and at our customers. I've fostered a lot of

30

y SHOPPER MARKETING APRIL 2017



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
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