At Benson, we have the pleasure of working with the Steering Committee and managing the DTC Wine Symposium, the annual summit that raises funds for Free the Grapes!, the industry coalition that has helped open states and replace onerous regulations. In its 11th year, the Symposium attracted another sold-out group of wine club, tasting room, […]
What’s the future of marketing? As previously covered in this blog, we placed a client (Campari America’s Dave Karraker, VP of Engagement and Advocacy) at ad:tech New York, which took place the first week in November. This provided a good excuse for several of us to attend and we’ve captured some thoughts from spending 2 […]
Not everyone likes speaking in front of crowds. It brings back memories of your college public speaking class. You’re sweating and your knees buckle, so why would you do it? Speaking engagements at leading conferences give brands added exposure and marketing executives a chance to establish their companies as thought leaders within the industry. This […]
The wine industry’s infatuation with “Millennial Marketing” needs a reboot. For years, we’ve heard a variety of experts claim that the Millennial generation is, or is not, the savior of the wine industry—depending on who’s doing the talking. But segmenting an audience based on age is a Marketing 101 mistake. A broad age range of […]
PR = Marketing All too often public relations is viewed as some other-worldly practice out on its own. For many companies, PR is Pluto. Sure, communications practitioners have slightly different audiences and timelines, but PR needs to be at the table when discussing new marketing communications and sales initiatives. The result is a more fully […]
Wine Institute’s MarCom 2017 seminar, April 18, included a panel discussion on how wineries can best work with agencies. Our president, Jeremy Benson, addressed the question of what wineries can do to successfully onboard a new digital or PR agency/subcontractor, and we’ve summarized his thoughts below. Onboarding goals The objectives of the initial few months […]
At Benson Marketing Group, we represent leaders in their respective locales. These experts, in their fields, are excellent resources for writers and journalists who are researching topics related to wine. Here are just a few of the timely topics our clients can comment on in the press.
Dusseldorf hosts the world’s largest wine party each year, with 6,500 producers pouring for 58k+ wine and spirits buyers. We attended the event again this year, and Jeremy Benson and our Lyon colleague, Mathilde Chevalier, shared a few observations. “Millennial Industry.” Richard Halstead, COO of Wine Intelligence, used this term to describe the frequent misuse […]
Like the vineyards in winter, we take a rest, closing the U.S. offices between Christmas and New Year’s Day. It’s a great time to take stock of the previous year, and recharge the batteries for the next one. In early December we started assembling some stats on 2016 activities for our holiday card. The process […]
Our homepage underscores an important point: our clients, and their stories, come first. But we thought it time to pull back the curtain and share what we do in our off hours.