In short, an experiential marketing approach is where every single contact point in your distribution chain is seen as an opportunity to build your brand and add additional value – creating an ‘experience’. There is no doubt that wine is as much about the non-tangible elements (human emotions) as it is about the wine itself. This is the essence of creating long term customer relationships.
One of the tactics very well suited to the experiential approach is Social Marketing, where you have the opportunity to create a dialogue with existing customers and prospects.
Few other products or services are so well suited to social channels such as Facebook & Twitter, due to the integral part wine plays in many face-to-face social gatherings – its a natural fit. There is unfortunately one “but” – if your winery wants to interact on a social level through channels such as Facebook, you will need to ‘cultivate’ a personality. This is why the day-to-day interaction, updates and comments simply cannot be outsourced to an agency or another 3rd party – it has to come from within your winery, your staff, to be authentic and successful.
So where do we come in? Well, we facilitate the process, and keep everything aligned to the core strategy ensuring that original objectives are met.
I can’t think of a better example of an authentic social presence than Hermanuspieterfontein* – take some time to have a look around – you will soon get a feel for their unique personality.
Give us a call to discuss what we can do for you!
* Stickmen was not involved in the HPF strategy – used as an example only
