5 steps to reshape your wine marketing (without having to clone your marketing manager)
In the fast-paced world of modern wine marketing, professionals find themselves having to manage a myriad of activities: from managing social media to taking care of relations with the press, passing through the organization of events and the constant updating of websites. Amid all these competing responsibilities, the most crucial element is often overlooked: a strategic vision of the brand.
Michele Bertuzzo, marketing expert in the wine sector, addressed this issue in a dedicated session at the wine2wine Business Forum, offering five tips to help marketing managers regain focus on strategy, without having to be "cloned" in order to manage everything!
The explosion of communication channels: a double-edged sword
Over the past 15 years, the communication landscape has changed dramatically. Since the advent of Facebook, there has been a proliferation of channels, influencers and content. At the same time, the old tools, such as traditional printing, have not disappeared, but have evolved and improved. As a result, marketers are faced with significantly more work today than they were a decade ago, often at the expense of creativity and differentiation from competitors. To overcome these challenges, you need to go back to basics.
Five ideas to reshape your marketing:
- Define brand identity and positioning: building a winning marketing strategy starts with a clear description of the brand identity, which serves as a guide for all subsequent activities. The brand vision must be consistent and strategic.
- Audience segmentation: proper audience segmentation allows you to avoid wasting resources, directing energy towards the most relevant targets. Recognizing the "long tail" of active players, and not just focusing on the top players, offers new opportunities for visibility and success.
- Synergy between Earned and Owned Media: organic reach (earned media) and company-owned channels (owned media) must work in synergy and not be treated separately. Consistency of vision is essential to create an integrated communication strategy.
- Focus on stakeholder collaboration: collaborating with journalists, opinion leaders, and influencers is crucial for increasing brand visibility and reputation. Building a network of brand ambassadors can drive greater audience loyalty.
- Competition management: in a crowded industry like wine, you need to balance competition with a collaborative approach. Creating a shared vision and maintaining ethical practices helps not only differentiate yourself from the competition, but also protect your brand's long-term reputation.
Only through an approach based on a clear vision and collaboration between media, partners and audiences, is it possible to create valuable communications, capable of making a difference in an increasingly competitive market.
About Michele Bertuzzo
Michele Bertuzzo, born in Valdagno in 1974, graduated in Communication Sciences at the University of Bologna in 1999. He is an AIS sommelier and freelance journalist, with experience in TV, radio and local newspapers in the field of food and wine dissemination and enhancement of typical territorial products. In 2007 he founded the communication agency Studio Cru, of which he is CEO and co-owner. The agency specializes in branding, press office (Italian and international), and digital marketing, with about 50 clients mainly in the wine sector, and a team of 19 professionals.