how we work

Leveraging nearly 30 years of experience in wine and spirits marketing, we’ve built solutions and strategies that will help you save time, decrease costs, build your brand, and sell your products faster.

BUSINESS STRATEGY

Providing a strategic viewpoint to help your business succeed.

client management

You want results when building a wine and spirits marketing program. But how do you know what results you need? Many marketing companies will gladly take your money and execute any activities you desire. That’s not us. You need a partner you can trust has your best interests at heart. We’re your marketing partner, and our job is to help you grow and succeed. That is why we take a holistic approach to client management. We help you set goals and objectives. We audit, plan, set strategy, execute, and measure. There is no relationship more important than the one we build with you.

analytics

Information is key to you making informed business and marketing decisions. We employ tools and services that quantify marketing’s impact in a way you’ll understand. We can analyze top-level brand metrics including reach and sentiment, key messages and share-of-voice, the traffic influenced from earned media, and conversions driven from results. This is all done real-time, so we can update instantly, spin up new analyses in just minutes, and complete C-suite-ready reports with just one click.

big data

How often have you wondered what market trends are, or how they will impact your business? Where do you find consumer insights on which to base your major wine and spirits marketing initiatives? Through our work with key partners and services, we can offer social intelligence with real-time monitoring and analytics, full-fidelity data, comprehensive campaign reporting. We can listen, analyze and optimize a social strategy without breaking your budget. We’re able to develop accurate consumer profiles based on purchasing trends and interests; identify markets with growth potential; and develop integrations that provide direct consumer feedback.

DIGITAL MARKETING

Implementing marketing tech to build your brand and increase sales.

website

Your website is your most important marketing asset. It is your first point of contact with many of your customers, and chances are that it is need of an update. Consider this: when was the last time you made a significant purchase without doing some internet research first? The way we shop now is a major change from the way we shopped a decade ago. So, give your customers what they want… an informative, user-friendly, and dynamic website for them to learn more about you and to purchase your products.

social media marketing

Social Media Marketing is a key activity for you to engage with customers and prospects. The thing is, most of you are doing it wrong. You may view social as another advertising platform, or a place to promote sales. Most of us don’t like being sold to 24/7. In addition, the content you generate may be too generic and not on brand message. We see this a lot. Engagement is the answer. Creating interesting, engaging content is the path to success. Truly engaged fans become the influencers you need to spread the word about your brand and drive traffic both online and on-site.

community management

While Social Media Marketing and Community Management share some overlap, but each has a distinct intention. Community Management is the process of creating a community in an effort to make the community stronger. This usually means attracting new people to a community, reaching out to older or inactive community participants to bring them back into the fold, or giving more opportunities for current community participants to engage with one another. Community Management is about customer retention, customer attraction, and increasing brand reputation.

marketing automation

How much time do you or your staff spend on mundane, repetitive marketing tasks? What if you could automate some of those, freeing up time to focus more on big picture items? Marketing Automation is a powerful tool that is little used in the beverage business, particularly in DTC programs. With MA, you can generate more leads by identifying anonymous web visitors and capturing them with forms; Increase the number of qualified leads by nurturing with personalized content; Drive more sales by identifying sales-ready customers; Encourage repeat purchase by developing and retaining existing customers; Track ROI for every wine and spirits marketing tactic by tracking the entire DTC process from end-to-end.

sales automation

How do you track sales activity? Chances are, it’s a combination of CRM, spreadsheets, and emails. Sales automation enables you to standardize sales processes and tasks. This system can bring together your sales history records within minutes instead of hours you would need to spend if you do things by hand on a spreadsheet. You can effortlessly calculate vital variables including conversion rates, win-loss ratios, and lead time. You get a detailed overview of the activities performed by your sales team with regards to products and services, territories, and customers. Sales automation can speed up the tracking of your sales lifecycles and help you to accomplish your goals on schedule.

email marketing

How effective are your emails? Despite the rise of social media and unsolicited spam (which is never a good marketing strategy, by the way), email remains the most effective way to nurture leads and turn them into customers. Their conversion rate and ROI are high. The problem is that this can be very time consuming, and most companies aren’t able to track their effectiveness. We can. Not only that, through a set of digital tools, we can set up email workflows to better automate the process and make you more efficient.

seo

Have you built a website, only to see it languish in obscurity with no traffic to speak of? Many companies treat their websites as cruise missiles… fire and forget it. As mentioned above, you need an engaging website and you need people to read it. How will customers find it? Most websites are found through search engines (like Google), but there is a trick to making sure that you rank well. Search Engine Optimization (SEO) is a process of getting more organic traffic to your site through search. It’s an ongoing process, and we can help.

paid search

So, let’s say that you wish to accelerate your website traffic and sales beyond what you receive through SEO efforts. Paid Search is a long term advertising strategy that allows you to enhance and increase the effectiveness of your SEO and content activities, by purchasing a premium location in search results. This may include keywords, business listings, or Pay-Per-Click ads. This service also includes ads on social sites, such as Facebook.

content marketing

We’re sure you’ve heard the phrase, ” Content is King.” It’s true. The way we all shop today has evolved. We want to be informed and feel a connection to the brands we like. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Content is key to making Social Media Marketing, SEO, Inbound Marketing, and PR most effective.

PUBLIC RELATIONS

Leveraging relationships to shape a positive image for your brand.

media relations

Do you have the right media relationships? Do you know who really matters? We combine the best of traditional PR with cutting edge digital metrics and tactics. Powered by AI, our media analytics deliver audience and market insights, journalist and influencer recommendations and outreach, and full impact measurement and reporting. We can build better relationships, generate higher quality earned media, and inject trust and authority back into your brand and content.

trade relations

Wine and spirits marketing still relies on key gatekeepers to drive consumer demand, but the landscape has shifted. It’s no longer controlled by a handful of tastemakers. The emergence of the progressive sommelier, the celebrity chef, and boutique retailers has had a tremendous impact on brand adoption and placement. Are they on your radar? We know who has real influence and have well-established relationships.

crisis communications

Are you ready for a challenge to your company’s reputation? What’s your plan if something goes wrong? Most of you don’t think about a crisis until it’s upon you. Then you are left scrambling to respond, and often miss the mark. Your attorneys will often tell you to do nothing, but that can lead to an even worse problem. With Crisis Communications, we can help you get out in front of an issue before it leads to real and lasting damage.

media coaching

In any media interaction, the media are both your competitor and the referee. They are your competitor in that you HAVE to respond to their questions. They are the referee in that THEY get to decide what to do with your answers. In preparing for interaction with media, we work with clients to develop talking points to lead discussions and review the “dos and don’ts” of developing good rapport with media.

EVENT MANAGEMENT

Planning and executing effective events that make an impact.

event design

Successful events are critical to wine and spirits marketing, and your event design must capture everyone’s attention to deliver the results your attendees expect and the business outcomes your organization needs. We employ forward-thinking event design strategies centered around what matters most to your guests. They get an event experience that feels inviting and engaging. You get an event that captures your attendees’ focus and achieves your event goals.

event marketing

Hosting an event is only part of the process. Getting people through the door can be the real challenge. Your event marketing effort may be your one and only chance to reach your target audience. Based on 20+ years of marketing events, we know how to help you pick the right targets, know where to reach those targets, develop materials to motivate participation, and follow up to encourage attendance.

event logistics

Your guests might not be aware of all the details of organization, but they all add up to create a remarkable event experience. While the details of event logistics are often small, they can have a big impact on the success of your event. When event logistics go wrong, the only thing a guest remembers is the one negative moment they had – even if it was something minor. You need a partner you can trust – one who’s done it hundreds of times and know what to look out for.

ONLINE LEARNING

Teaching you the skills needed to succeed at food & beverage marketing.

video lessons

We realize that not everyone has the resources to contract our wine and spirits marketing services. We still strongly feel that those clients may benefit from our knowledge and expertise. So, we offer a series of online video marketing courses as a primer. The lessons incorporate several different subjects that will guide the average person to become a marketing rock star.

1-on-1 Virtual Coaching

In addition to video lessons, some clients may require more guidance or have specific needs. For those individuals, we offer one-on-one virtual coaching sessions through Zoom video conferencing and screen share.

CREATIVE DESIGN

Generating visual assets that appeal to your key audiences.

digital design

Whether for a website, social media page, smartphone app, or the dozens of other applications, good digital design separates the pros from the amateurs. Information about your brand is at the customers’ fingertips and available immediately. What do you think happens when your design isn’t compelling, or your online assets aren’t mobile friendly. You lose the sale, that’s what. We can help you get your digital design in order.

packaging

If it’s isn’t your website, the first encounter many customers will have with your brand is on the store shelf or on the restaurant dining table. Do you want your bottle to fade into the background of the sea of your competitors? Heck no! Creating unique, impact packaging is what we do. We may push you outside your comfort zone, but the results are worth it.

advertising

Advertising has evolved over the past 20 years. The good old days of Don Draper are dead. It takes more than a good idea today. It takes talented design, and a fanatic devotion to producing materials that get noticed and build your brand. You can’t really track the impact of print advertising, but you can with digital advertising. We’ve put a process in place to track the ROI of digital advertising, and ways to make adjustments on the fly.

video

We live in an age of moving pictures. YouTube is the second most visited website behind Google (who also owns YouTube). High quality, informative, entertaining, and compelling video content has a much greater reach with today’s consumers than the written word. While it may not replace good written content, it can be a great marketing asset. We work with several video production companies to help bring these projects to life.

photography

Good, high-quality photography is a MUST in today’s marketing environment. It impacts everything from your website to social channels to sales presentations. The difference between professional photography and your smartphone is vast. It has greater impact, better composition, and evoked more emotion. We work with several professional photographers to offer our clients the solution that is right for them.

infographics

Infographics are a way to quickly and clearly communicate more complex concepts in a way that is easier to absorb and understand. When was the last time you tried to explain your wine making or distilling process to a customer? By employing an infographic, you make things much simpler. We work with talented designers to create compelling infographics.