Entries by Jeremy Benson

DTC Wine Symposium 2018: Another Success for Industry

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 WE LEARNED AT AD:TECH NEW YORK 2017

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 […]

Speaking Engagements: You’re Missing Out if you’re Not Participating

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 […]

Why “Millennial Marketing” is Misplaced

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 […]

How Do You Onboard a New Agency?

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 […]