The following is an exert from an opinion piece I wrote in The Buyer this month on those being left behind in the digital media drive in the wine trade. As ever, comments very welcome š
“The ever-evolving landscape of digital media and the opportunities it offers is seemingly endless.Ā Whatever trade youāre in youāre always looking for, and often finding, new or improved ways of communicating with your target audience. All kinds of e-marketing strategies, pioneered by the fashion trade or the music industry, has all us wine-os drooling over Facebook, Twitter, Instagram, Pinterest, and all the rest.
We take pictures of bottles and share it round our mates. Will that lead to a sale or increased brand awareness?Ā Probably not, but right now it appears no-one gives a shit?! Weāre embracing new technology and feeling like weāre a more engaging industry because of it. Weāre shaking off the label of a stuffy camp of oenophiles in the salmon pink chinos and boldly telling the digital world that weāre here and here to stay.
Iām a huge admirer of guys like Paul Mabray. We donāt know each other personally. He wouldnāt know Mike Turner from Adam, put Iāve seen him āperformā a few times now. Heās up there on the stage, in front of a room of winemakers and journos and showing us the endless possibilities of embracing digital marketing and the success that lies in wait for you if you just nail that online strategy. Heās alsoĀ written a fabulous pieceĀ for our very own The Buyer on the joys of monitoring consumer trends and how he, rightly in my humble opinion, believes itās the future of the wine trade.
I wrote a piece a while back about embracing the value of social media to bring international winemakers to your very own screens through Google Hangouts, or Facebook Live events. No need for those expensive and ridiculously eco-damaging long haul flights when we can sit round a nice evening dinner in London, and rustle Kiwi winemakers out of bed in the morning and ply them with questions about their 2014 Pinot vintage.
Wow, what an age we live in, all these amazing things we can doā¦
ā¦but Iām afraid I might have to slap the brakes on a bit here. Weāre forgetting something. Or someone. Or both…”