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, shouldnâ€™t we also be re-imagining these strategies? Rather than â€œonlyâ€ moving some marketing actions online, shouldnâ€™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, weâ€™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 weâ€™re also building more robust, multi-media â€˜packagesâ€™ 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 conferenceâ€™s educational scope, part of its mission. Previously, many DTC managers didnâ€™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: Weâ€™re expanding social platform advertising to drive more consumer sales at our clientâ€™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. Â And yes, we need to cite multiple retailers to stay within tied-house laws.
Wine Digital Marketing Post-Covid: https://bensonmarketing.com/wine-digital-marketing-post-covid/
Rethinking Marketing Budgeting, Part 2: https://bensonmarketing.com/rethinking-marketing-budgeting-part-2/