“There is only one thing in life worse than being talked about, and that’s not being talked about.” … Oscar Wilde
In a modern computer centric world our Rolodexes have for the most part been replaced by CRMs. We’re wired and connected through our desktops, laptops, netbooks and smart phones. We tend to ping each other rather than talk to each other, through connections on Linkedin, Facebook, FriendFeed and Twitter. How we identify and track our networks has changed, however it is still clear that the power inherent in networking has never been more important than in today’s product saturated wine market.
This week I received an e-mail from a dedicated reader in my blog network who made the following observation on contemporary interpersonal communications: “With all the focus on social networking, I’m worried that the signal gets lost in the noise…So much noise that the point of social networking – building relationships – can get lost. Especially if you’re trying to sell high-end wine, you need deep relationships with consumers, not ones created in 140 characters or less. Facebook will never replace face-to-face meetings, lunches, interview, etc. It can augment, but not replace.”
The specific idea behind my blog was an attempt to raise the level of discourse concerning the field of contemporary wine biz marketing issues, and the concomitant desire to create a dialog with my readers. Part of this contemporary marketing landscape is the need for the effective application of e-marketing skills as applied to our complex, saturated corner of the CPG category. Of course there are often no real solutions in a single microblog post expressed in a 140 characters. But perhaps there are answers and solutions in the resulting conversation. Effective wine marketing is a series of integrated actions leading to planned outcomes, trackable through specific metrics. Social media is a brand awareness tool that works only in concert with effective implementation of channel strategies, field brand execution, promotions, pricing, etc. Murphy-Goode’s current promo would be inauthentic, and ineffective if they didn’t have their brand house and e-house in order, and a fully developed network of guests, customers, clients and fans. Murphy-Goode is effectively reaching out to existing and new customers, creating additional brand touchpoints.
In an attempt to clarify the role of Social Media on improved brand performance, please note an observation from my experience and noted marketing research in that wine consumers have a limited # of brands, or varietals in their preference set(s). Any mentions from good print reviews, to a product placement in a Demi Moore movie, or a write up by Alder Yarrow in the Vinography wine blog will tend to place one’s brand on the tip of the consumer’s tongue, and tend to predispose and shape consumer purchase activity, the goal of any cogent marketer. Also, winery sales management need compelling reasons to communicate to their distributor partners, gatekeepers and consumers. If a certain number of mentions, perceived as noise, predisposes a positive response from the audience, all to the good. The conversational noise of the Social Net can be be filtered into viable wine marketing buzz with the use of the Social Media aggregation and syndication tools from Cruvee.com. So, yes the Social Media digital handshake augments, supports, and sometimes drives commerce as a new part of old school wine industry networking best practices.
My blog is 1 of approximately 4 million existing weblogs that are written in total and 1 of about 250+ wine marketing blogs. My readership is targeted to a specific niche market, the emerging tech sector of wine marketing, i.e., CellarTracker, VinTank, Cruvee, AbleGrape, etc., also including the winery brand management, marketing research, consumer insights, and strategic planning arenas. To limit my discussions to just deep academic analysis and thought, would perhaps limit readership, and in turn limit an understanding of the Social Media e-tools now available. But, please don’t confuse brevity with lack of thought or insight. Although reports like the foundation VinTank Social Media White Paper, are perhaps more important in moving the awareness needle forward, the bloggersphere performs a key wine business communication function . I’ll concede that many blogs are personal journals, quickly written, or restatements of news feeds, and that some may disappear without reader remorse. But perhaps blogs are like Thomas Paine’s Common Sense pamphlets, Red Meat issues meant to stir the pot, with some postings leading to a positive, meaningful discourse that moves the conversation forward.
Although I’ve focused my blog on wine business Social Media issues, hopefully I’ve done so with the POV of pragmatic integration. My goal has been to move at least one person to be a better wine marketer. I don’t have all the answers, just a part in the real world approach to contemporary wine marketing that works. Marketing that works because it includes talking to and more importantly listening to our customers. Yes networking matters more than ever because we’ve now included the end user as a focus of that network. And, while our handshakes are now often digital, they hopefully convey the modern wine marketer’s intent to form meaningful, nurturing adjunct relationships in the new wine marketplace.
Note: Copyright © 2009 Think Wine Marketing® All rights reserved.