How to Build Authentic Relationships with Influencers: Opportunities and Strategies
The world of wine is changing, and influencer marketing is one of the drivers of this transformation. With global growth estimated at $24.1 billion by 2025, up from $6 billion in 2020, this sector offers tremendous opportunities. However, many wineries are still improvising, approaching a complex landscape without any clear plan.
Amanda McCrossin, certified sommelier and influencer, and Kristen Reitzell, communication and digital marketing specialist, shared practical strategies during the wine2wine Business Forum 2023. Their session, now available in podcast format, offers valuable tips for making the most of influencer marketing.
Collaborating with Influencers: how to define and measure success
McCrossin and Reitzell emphasize the importance of building authentic relationships with influencers; it's not just about visibility, but about creating valuable content that builds trust with your audience. To get the most out of it, companies need to set clear goals, such as increasing brand awareness or improving audience engagement. These objectives are key to guiding campaigns and evaluating their results.
It's important to understand that return on investment (ROI) in influencer marketing isn't just measured in terms of sales. Other key metrics include reach (number of unique people reached by content), engagement (comments, likes, shares, and interactions) and brand recognition (how well the brand is remembered and recognized by the public). This data gives you a more complete view of the effectiveness of a campaign.
Building lasting relationships: the winning strategy
Collaborating with influencers means valuing them as strategic partners, recognizing their professional role in the media. A relationship based on trust and mutual respect brings long-term benefits for both parties. Treating influencers as key figures within your communication strategy not only strengthens bonds, but also contributes to quality content and solid collaborations.
Amanda McCrossin
Amanda McCrossin, a certified sommelier and content creator, was wine director at the PRESS restaurant in Napa Valley, where she curated the largest selection of wines in the region. Recognized as "Sommelier of the Year" by Wine Enthusiast, she is an expert on Napa Valley wines and a regular guest at prestigious events such as the Aspen Food & Wine Classic. Today, she communicates with a large audience through her SommVivant channels on TikTok, Instagram, and YouTube, as well as hosting the Wine Access Unfiltered podcast.
Kristen Reitzell
Kristen Reitzell, Senior Vice President of Communications & Digital Marketing at Jackson Family Wines, has nearly 20 years of experience in the industry. She manages the company's global communications strategy, overseeing PR, digital marketing and communications for an international portfolio of wineries. During her decade at the company, she led successful global campaigns and built the digital marketing team from the ground up, adapting it to the evolving digital landscape.