The advantages of using digital marketing are becoming more apparent. 44% of people consume media through digital outlets including social media, and Facebook logged 1.49 Billion active users and Twitter had over 305 Million active users in the second quarter of 2015. However, not many wine and spirits brands allocate funds to spend on it, and the brands that do only spend a combine total of 7.9% of their advertising budget on digital marketing. For wine, it is even less! It is estimated that the wine industry spends only 1.4%. There is such a huge disconnect – wines devote only 1.4% of their attention to the place where their audience devotes 44% of their attention. How do you bridge this disconnect to establish yourselves as leaders in the industry, particularly for wines?
There is a new opportunity to your wine website’s organic visibility in the form Panda – Google Panda 4.2 to be exact. It is Google’s revised tool for determining the ranks of websites as it appears in search results. Every time Google refreshes Panda, websites experience search rank gains and losses of up to 95% – Google has refreshed Panda 28 times to date.
While the goal of Panda is simply to provide searchers with the best answer by punishing websites that provide little to no value, its impact on search engine optimization (SEO) efforts is every marketer’s nightmare. With the new release of Panda 4.2, Google has created a rewards system for websites that contain original and engaging content in addition to its previous system of SEO. How we leverage the refreshed Google Panda into a new advantage for our wine brands?
Journalists receive approximately 50 press releases every week, and 70% spend less than one minute reading each one of them. But the good news is that 88% will still get value from your releases. How do you make your press release stand out?
90% of the information transmitted to the brain is visual, and we process visuals 60,000x faster than we process text – people generally decide what they want to read based on the visual context that is presented. So if the front page of a newspaper, a magazine, or an article has an interesting image of the wine event, people are more likely to want to read it.
Media is everywhere in the U.S, with thousands of broadcast, print, and online outlets, all easily accessible and digestible for respective target consumers. While massive corporations dominate the media landscape (think Fox, NBC, Turner, etc.), there are countless new and independent media organizations being created daily. While outlets such as Wine Enthusiast and Food & Wine Magazine definitely have their merits in terms of readership and influence, there are other opportunities you may be missing out on. Here are a few tips for gaining exposure and impressions in a less expected way.
THE U.S. IS ALL ABOUT THE PINK – Documenting The Rise Of Rosé Wine And How Your Brand Can Get In On The Trend
Summertime is just on the horizon – and along with a rise in barbecues, picnics, and beach parties, there is also a foreseeable rise in rosé. In 2013 sales of rosé wines (priced at $12 or more) increased 39% in volume and 48% in value. This marked nine straight years of double-digit growth in the U.S. Today, rosé symbolizes a good mood, a good time, and a good summer, so its no surprise U.S. consumers are latching onto this trend like never before.
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There are 80 million millennials living in the United States today, and they have very different interests and expectations than their predecessors when it comes to the food and wine industry. They are constantly on the hunt for new experiences and are actually more likely to spend their cash on these experiences than the products themselves – especially since they can upload and share these experiences with their network. Clearly there’s a huge market here, and event companies have taken note and are developing wine events with just that target in mind. Here are our top three most interesting consumer wine events, geared towards millennials, which your wine brand should sponsor.
Thanks to new and more expansive e-commerce and direct-to-consumer websites, purchasing and shipping wine is becoming a much simpler process for many U.S. consumers. Yet despite these measures, approximately 20% of states still have very strict laws. However, the real trouble is for wine brands and agencies, which also face these very same fickle processes when it comes to their sample send-outs. Meanwhile, it is illegal for agencies without a liquor license to ship wine without the assistance of a licensed third party – making things even more complex, but not impossible. To reach these areas, you’ve got to get creative. Here are our top ways for getting the most out of your wine sampling programs in the states.
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Hosting a successful wine tasting for the press takes a delicate touch. It also takes an amazing guest list and an exciting array of wine. However, the ultimate press tasting should not only draw attendees, but also leave them feeling educated and inspired to write stories. Whether you’re unveiling a new wine, vintage, or a brand campaign – or just looking for a way to get the press talking, you will need a solid vision. Here are our five tips for getting the most out of your next press tasting.
We are very proud & excited to have helped produce the full-page ads that ran today in the Wall Street Journal and USA Today to launch Tribute Portfolio. Tribute is the first new brand from Starwood Hotels & Resorts in 9 years. Read the WSJ article.
Press trips play an extremely crucial part in the overall public relations strategy of your wine brand or region as they offer unique access to some of the world’s top journalists and publications – for a reasonable overall cost. The essential goal of any press trip is to put together a fantastic itinerary, and of course, to secure the best press possible. But this may not be as simple as one thinks. Here are five tips to consider when devising the perfect wine tourism press trip:
If you represent a foreign wine brand or region, the U.S. market can seem complex. While obtaining top-tier relationships with the press is always the ultimate goal for any successful PR campaign, there are many other ways to gain a favorable brand image in the U.S – ways that can help propel your ongoing PR initiatives. Read below to get better acquainted with the other important players in the market:
Whether you’re looking to widen your overall brand reach or simply boost sales, Public Relations is an important tool for any wine brand or region trying to make its mark in the U.S. Here are a few things to consider when entering this notoriously competitive market:
Over the past decade beverage marketing in the U.S. has seen a renaissance, and the wine and spirit industries especially have experienced a huge boom in advertising, public relations, and social media spend. Read the entire post
Tragedy strikes Paris, Neil Young drops the Pono, and it’s officially colder than Mars. The first full week of 2015 has been an eventful one, and we’re back on the grind here to give you all you need to know as you prep for another year. Let’s get it. This is trends we’re tracking. Read the entire post
Not quite eaten alive, another brand makes a social media gaffe, and Boston unearths a 18th century time capsule buried by some American patriots. It’s our last post of 2014, and we’re going out with a bang. You’ve been here all year, and now it’s time for your final taste of 2014’s trends. Read the entire post
This week in the news, Yahoo knew way too much about us, Girl Scout approved online ordering and changed a lot of lives, and humanity came one step closer to making Interstellar a reality. It’s been a week of discovery and exploration in the news cycle. Come in and explore a little more with Trends We’re Tracking. Read the entire post
Obama rocks immigration, snow crushes Buffalo, and Netflix dominates peak web time. The weekend has arrived, and we’re taking a look back at the week that was – recapping all the top stories and reporting on a few that may have slipped under your radar. This is trends we’re tracking. Read the entire post
China celebrates another singles day, One World Trade Center narrowly avoids a near tragedy, and man successfully lands a spacecraft on a freaking comet (!). Philae may be at the front of your news cycle, but there’s plenty of good readin’ here on the back page, too. It’s time for another Trends We’re Tracking. Read the entire post
This week in the news, Taylor Swift snubbed Spotify (and Spotify responded with a genius playlist), the GOP took back the Senate, and Disney unveiled the first look at the upcoming Star Wars movie. It’s been a week of ups and downs in the news cycle. Come on in and find your center. This is Trends We’re Tracking. Read the entire post