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Dave Karraker

Episode 24: Pay Attention to Consumer Behavior, with Dave Karraker

In his role at the US division of Gruppo Campari, the world’s sixth-largest premium wine and spirits company, Dave’s days are focused on creating consumer relationships through engagement, sharing, conversation, and education all of which leads to advocacy. His duties cover influencer relations, public relations, social media, events, licensing, philanthropy, partnerships, and celebrity marketing. Campari America’s 30+ brand portfolio features SKYY Vodka, Wild Turkey, Grand Marnier, Cinzano, Aperol, and, of course, Campari. Dave has more than two decades of marketing and communications experience working on some of the world’s most engaging brands, including Sony, Virgin, Martha Stewart, Stoli, Makers Mark, Microsoft, Kmart, and Sega. A former television reporter for NBC and CBS, his most humiliating moment came from his appearance on Wheel of Fortune (he didn’t win).

What you’ll learn about in this episode:

  • Dave’s career story
  • Why Dave and Campari America threw out their standard marketing and started embracing their bitter drinks
  • Amplify and Reward: Dave’s strategy for promoting people that promote Campari America
  • Negroni Week: Campari America’s week-long national charity event
  • Making sure your advocates are really advocates and not just fans
  • How to turn fans into advocates
  • Why price doesn’t build equity
  • Why you need to spend time on your social channels every morning
  • Listening to what your audience wants from you
  • Why you should put your resources into the best thing

Ways to contact Dave:

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