If you lead a marketing team at a winery, you’ve seen this quote from the Silicon Valley Bank 2019 State of the Wine Industry Report:
“The factors leading to the success of wineries over the last 20 years will not enable those wineries to sustain those successes. This means that the winning sales strategies being leveraged today will slowly prove fallible tomorrow.”
To me, this says that people are no longer impressed by the same old stuff, and it’s time to actually think strategically about how to identify, attract, and engage new audiences. Proclaiming “authentic” wines and displaying rustically styled “still life with wine” might attract a newbie’s attention, but what are you doing after you get them in the door? To paraphrase Rob MacMillan, the author of the above quote, it’s not about the first sale, it’s about the second and every subsequent sale that follows. Does your winery have the people who can strategically nurture relationships in today’s digital and social landscape?
Sometimes things are just bound to pile up. It’s a wine club month, there’s an event at the winery, your best layout designer is doing a dry month, so she’s not at her best … you know, things come up. But we’re here, we understand strategy and pixel pushing and everything in between. Our team has deep experience in everything from content strategy and SEO to directing photoshoots and creating effective ad layouts.
We understand how it is to bring in outside marketing and creative folks. It should be a lot easier to find the right people who can ramp up quickly and get the job done without needing direction and hand-holding.
Even with an internal marketing department, wineries often face insurmountable challenges to reaching their audience and keeping them engaged. We can make a difference. Take some time and read how we approach Positioning or Story-Telling and then take a moment to get in touch. We’re very easy to talk to.