The document discusses strategies for marketing to different consumer groups by first targeting influencers at the "high ground" or top of a pyramid model. It advocates using Shanken Creative to develop content that spreads relevant ideas from opinion leaders down to early adopters and eventually the mass market. By credibly supporting brands with influencers at the top, it helps the core brand message reach wider audiences.

1. In the battle for market share, the best chance for success is to claim and hold the High Ground.

2. Shanken Creative A brand strategy think-tank and creative agency that utilizes the intelligence and market knowledge of M. Shanken Communications to focus brain-power and media know-how to engage with our very unique and prized audience of key-influencers and devout fans.

3. Shanken Creative We create relevant content driven initiatives delivered directly to high index wine and spirit customers who are actively searching the category. These initiatives connect with the audience with the same power our editorial products do.

4. Shanken Creative Ideas That Spread From the Top Down The high ground allows the best view of the surrounding market. People naturally look to the high ground for a strong voice and leadership. Voices and ideas achieve great visibility and distance from the high ground. A projectile going uphill has little range.

5. Shanken Creative The familiar pyramid--it’s the symbol of our business model.

6. We are uniquely positioned to help you: • Create and spread ideas from the top-down • (While also) maintaining the credibility and status of your brands

7. Shanken Creative Life at the top. Leadership Wholesalers Investors Opinion Leaders Wine Spectator C-Level Food Arts Restaurateurs Responsibility Trust Positioning Vineyards Quality Competition Strategy Critics Collectors Vision Value Taste Trendsetters F&B Directors Manufacturers Distillers Retailers Commitment Ratings Super-Premium Audience Cigar Aficionado Market Watch SMPs Ownership Markets Stewardship M. Shanken Communications, Inc. (MSC) Impact Through our reputation for quality, integrity and reporting, each of these publications is the undisputed leader in its category.

8. Shanken Creative Influencers hear us. MSC We influence the influencers. We give bloggers something to blog. We support the roll of mass agencies by focusing on the trade and other high-end audiences. We give credibility to the RTB and SMP with a voice that builds advocacy for your brand. Blogs Editors Restaurateurs Agencies Big Buyers Collectors Competition Critics Super-Premium Audience Advocates Discriminating Crowd Commitment Retailers Trendsetters ADVOCATES

9. Shanken Creative Influencers Speak to Early Adopters The message needs to be simplified for a wider audience. Needs get more specific and individual. But the central impression of a brand’s core equity (SMP) requires credible support from the top. MSC ADVOCATES Advertising Support Social Crowd Credibility Collectors Trend-followers Colleagues Friends Lists Consumers Gifts Popular PR Critics MASS MEDIA

10. Shanken Creative Message Becomes Mainstream The Needs of the Mass Audience: The mass consumer has many needs to fill when committing to purchase. It’s important that they have a clear and credible RTB or SMP that holds water back up the pyramid. Without a credible, supported halo of quality, they can only look to price and discount for an RTB. This lowers the value proposition and the price point. MSC ADVOCATES MASS MEDIA MASS AUDIENCE Bulk RTB Approval Events Consumers Parties Performance Discounts Promotions Coupons Awareness Mass Audience SMP Retail Customers Barcall POS Pocketbook Quality Product Happy Hour Trend-followers

11. Shanken Creative Stay focused on disciplined portfolio management through the content driven initiative. Key Market Objectives: Influence the brand dialogue where it is most effective. Protect portfolio management and distinguish brands. Brand Brand Brand Brand Brand