Hana Tolhoek is building an empire one bottle of premium spirit at a time. As the creator of Strom, a high end spirit retailing at $110 per bottle, Hana is a true marketing go-getter, driven by a passion for what she does … and the fact that her parents encouraged her to drink alcohol from a very early age (for medicinal reasons, of course!). A modest budget for marketing her alcoholic beverage hasn’t stopped her from associating with the helicopter fraternity, a world snow-boarding legend, getting in front of the top 100 bar tenders in Australia and exploring export opportunities globally.
Plus we tackle a listener question from Miriam at the Old Hawaii Bakery who asks how she can continue to make money from her beloved business whilst slowly pulling back from the day to day hustle.
Oh, and in our much loved ‘Hey, Prof!’ segment, Marketing Professor Mike Ewing explains how the concept of simultaneous media consumption leads to attention fragmentation which eventually impacts on the way we consume marketing messages … how intellectual is that!!??
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8 thoughts on “#77 What happens when passion takes over.”
How can a young person market a product for and by middle-aged guys usually? Amazing marketing and branding.
How can a young person market a product for and by middle-aged guys usually? Amazing marketing and branding.
The usual boring product was introduced in a different way with a touch of high-end lifestyle and fashion. Intelligent marketing. No wonder Strom is being sold all over the world.
The usual boring product was introduced in a different way with a touch of high-end lifestyle and fashion. Intelligent marketing. No wonder Strom is being sold all over the world.
Insightful interview! Strom is supposed to be a luxury lifestyle brand but it’s impressive that she has taken this globally strategically.
Insightful interview! Strom is supposed to be a luxury lifestyle brand but it’s impressive that she has taken this globally strategically.
It’s not just the brand alone but the idea of “brand you”. I loved it when she said, “the person behind the brand is who the people follow”. So true – we exist as brands. People typically don’t purchase product brands that they haven’t heard of.
It’s not just the brand alone but the idea of “brand you”. I loved it when she said, “the person behind the brand is who the people follow”. So true – we exist as brands. People typically don’t purchase product brands that they haven’t heard of.