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In 1995, nightclub marketing veterans Dave Schmier, 30, and Alex Diamandis, 34, formed the Idea Foundation, Stamford, Conn., to create and execute more effective nightclub-based promotions for liquor marketers. The shop, with a "virtual staff" ranging from four to 100 field marketing agents, has done major promotions for Seagram Co.'s Absolut and Kobrand Corp.'s Alize, and is now in demand by a number of Internet marketers.

Goal: To replace forgettable bar promotions offering T-shirts and key chains with relevant, experience-oriented efforts people remember the next day.

Fact: The liquor industry's hottest area right now is in high-end products, in demand by young adults at all income levels and ethnic groups.

Insight: Underground movements, like rap music's fascination with Alize in its songs, are driving unexpected demand in bars. Marketers must pay close attention to what the culture is saying and respond with appropriate marketing programs.

Opinion: Marketers are missing opportunities and wasting money by not communicating effectively with field agencies for on-premise promotions; there

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