I just returned from a few days wine tasting in Napa/Sonoma, and it struck me that the wine industry's approach to scarcity marketing offers lessons for the social TV space. The best wineries elevate scarcity to an art form, convincing you that something must be spectacular simply because it's hard to get. Everything they do and say is based on this principle, from wine clubs and special allocations to appointment-only tastings -- not to mention the pricing and bundling strategies.

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