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Wine & Spirits / Aug 12, 2020
Pivoting and Re-Imagining Wine Marketing: Digital, DTC, and PR Winery Marketing During Covid-19
Back in spring we published a blog on how winery marketing can pivot to adapt to changes wrought by COVID-19. Like you, we wondered which adaptations in DTC and 3-tier sales, trade education, PR and social media marketing would stick after COVID influences lessen.
But rather than pivoting, shouldn't we also be re-imagining these strategies? Rather than only moving some marketing actions online, shouldn't we also re-think end results and then back into new ways of achieving our goals?
Changing your point-of-view opens vast new possibilities.
For some perspective we asked Jeff Ngo, Senior Vice President Marketing at WX Brands to weigh in on this topic. During this mid-August 2020 interview, Jeff identifies areas that WX Brands and others are pivoting to and re-imagining for a post-COVID world — what will stay, and what will go?
Here are some shifts we’re making at Benson:
More Comprehensive Story Pitches: Take the full story to them. With myriad restrictions on travel, we're providing our network of journalist contacts with a much richer set of resources than pre-COVID. Zoom calls are fine for some occasions, but we're also building more robust, multi-media packages of stories, anchored with prerecorded and live winemaker Q&As and tastings. Our colleague, Sarah Jones Gillihan, covered this topic in an interview conducted by Stacey Briscoe for the Wine Industry Network.
Broadening DTC Wine Symposium’s Benefits: Rather than just porting the Symposiumâ's program online, the Steering Committee and Benson team are re-imagining how to broaden the conference's educational scope, part of its mission. Previously, many DTC managers didn't have the budget or time for a 2-day conference. But a virtual conference can certainly achieve our twin goals of providing a robust, practical educational conference while raising funds for Free the Grapes!
Stay tuned for more exciting news this fall. www.dtcwinesymposium.com.
Advertising that Drives Retail Sales: We're expanding social platform advertising to drive more consumer sales at our client's retail partners, not just winery DTC sales. More consumers now are enjoying the convenience of receiving wines directly from retailers, and digital ads are a cost-effective way to reach them. And yes, we need to cite multiple retailers to stay within tied-house laws.
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