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John Dyson Discusses Challenge of Marketing A Product Which is Scarce

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Total Case Duration :

  • Date Added : 6/2/2005
  • Clip Duration : 2 min. 47 sec.

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John Dyson

  • Deputy Mayor, New York State Government
  • male
  • Caucasian
  • 1943 (Age: 78 years old)
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • Video 1 of 16 in this Case
  • View All Available Videos

Biography

John Dyson is Chairman and Chief Executive Officer of Millbrook Capital Management which owns Pebble Ridge Vineyards & Wine Estates, which in turn, operates wineries and commercial vineyards in New York, California and Italy.

Much of Dyson's career has been spent in public service. He created the New York tourism campaign in the 1970s when he was Commissioner of Commerce for New York state. In 1994, Mayor Rudolph Giuliani appointed him New York City Deputy Mayor for Finance and Economic Development, in which position he worked to rebuild the downtown area in the aftermath of the Sept. 11, 2001, attacks on the World Trade Center. He served as chairman of the New York State Power Authority and of the Urban Development Corporation and state commissioner of agriculture, where he was responsible for developing the "Grown in New York" program.

John Dyson earned a bachelor of science degree from Cornell University.

So, here's the marketing challenge. You want to slowly grow a business like this. If it's scarce and you've got to wait on the waiting list and you can't get it how do you market it? In New York we were open for everybody, right? This is a policy of scarcity and managing demand because the suppl...(Full transcript available to logged in subscribers.).

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John Dyson videos

Video 1 of 16 John Dyson Presents Two Original 'I Love New York' Advertisements
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 2 min. 57 sec.
Video 2 of 16 John Dyson Discusses Background of 'I Love New York' Campaign
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 3 min. 42 sec.
Video 3 of 16 John Dyson States New York State Had Never Before Done a Marketing Campaign For Tourism
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 3 min. 3 sec.
Video 4 of 16 John Dyson Discusses Importance of Determining In Advance What the Measurements of Success Of Advertising Campaign Would Be
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 1 min. 56 sec.
Video 5 of 16 John Dyson States Importance of Focusing Advertising on Markets Determined Through Market Research
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 3 min. 21 sec.
Video 6 of 16 John Dyson Discusses Strategy Of 'I Love NY' Advertisements
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 1 min. 34 sec.
Video 7 of 16 John Dyson Discusses Success of 'I Love NY' Ad Campaign
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 2 min. 25 sec.
Video 8 of 16 John Dyson Discusses Background in Wine Business and Small Pinot Noir Winery That Relies on Exclusivity As A Means of Marketing
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 3 min. 33 sec.
Video 9 of 16 John Dyson Discusses Maintinaing Exclusivity Of Wineries By Creating 'The List'
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 2 min. 22 sec.
Video 10 of 16 John Dyson States Surprise That Consumers Are Often More Loyal Over The Internet Than Those Who Have Met Him Face To Face
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 1 min. 28 sec.
Video 11 of 16 John Dyson Discusses Challenge of Marketing A Product Which is Scarce
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 2 min. 47 sec.
Video 12 of 16 John Dyson Shares Thoughts on Selling Directly to Consumer Rather Than To Distributor
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 1 min. 54 sec.
Video 13 of 16 John Dyson Discusses Allocation of Product Offerings And Creation of Demand
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 2 min. 25 sec.
Video 14 of 16 John Dyson Discusses Revenue and Customer Relationship Advantages of Directly Selling To Customer
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 1 min. 46 sec.
Video 15 of 16 John Dyson Shares Thoughts on Laws Regulating Shipment of Wine Between States
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 1 min. 29 sec.
Video 16 of 16 John Dyson Discusses Differentiation of Wine Customers
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
  • 9/12/2005
  • John Dyson
  • 1 min. 40 sec.

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John Dyson Discusses Maintinaing Exclusivity Of Wineries By Creating 'The List'
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
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  • 2 min. 22 sec.
John Dyson Discusses Challenge of Marketing A Product Which is Scarce
  • John Dyson - Lecture - Marketing and Advertising - I Love New York Campaign Example and Winery Example
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