This week, I will highlight some examples of great wine content marketing. Brands covered include: KIm Crawford, Casillero del Diablo, Brown Brothers, Yellowglen and Yellowtail.
Let’s start with a definition of Content Marketing. Where better to get this from than the Content Marketing Institute themselves!.
Content Marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. They also throw in some other definitions for good measure.
Some common characteristics of good content include:
1. Being visual.
2. Can be easily shared.
3. Is timely/relevant.
6. Seeks an emotional connection.
There are many examples of WIne Content Marketing with words and images to the effect of, Today is Monday. Isn’t it a great day to drink Chardonnay. Please like me.
We’ll bypass those and focus on some better examples that illustrate the above characteristics.
1. Kim Crawford
The brand ethos revolves around doing something unique and defying being Ordinary. The tagline is Undo Ordinary.
The brand worked with an artisan popcorn maker Populence in the USA to develop some unique popcorn flavours. They were available for purchase from the Populence retail and online stores.
Along similar lines, the brand also recently worked with People’s Pops to create Kim Crawford Infused Ice Pops.
Kim Crawford also has a strong association with fashion.
For NZ Fashion Week in 2012, 6 teams of budding fashion designers from Whitecliffe College of Art & Design in NZ were given the challenge of creating a once off fashion item. The challenge was unique in that each item had to have it’s own little twist to reflect the varietal of Kim Crawford wine on which it was based.
See the You Tube video below for the briefing with the winemaker and fashion designer Adrian Hailwood who discuss what characteristics of each wine varietal could apply for the fashion item.
The brand name loosely translates in English as the Devil’s Cellar.
Casillero del Diablo currently sponsors the Manchester United Football Club. To leverage the sponsorship, they have developed an online game where participants from all around the world can play and potentially win tickets to see a game at Old Trafford. They can also see a leader score board to track their progress.
A new brand accessory.
Yellowglen is heavily involved in the sponsorship of horse racing and racing carnivals around Australia. To leverage that association and for punters to celebrate the day out with their friends, they have created a Guestbook album on their Facebook page for each of the racing days in the calendar.
They also offer food & wine matching suggestions. To take it one step further, Yellowglen is also one of the ingredients in the recipe.
Brown Brothers were offering some unique chocolate and wine matching classes.
A fun and distinctive Cienna Ambassador.
5. Yellow Tail
The Yellowtail brand is all about being fruity, colourful and fun. Using Pinterest is a great way of pinning and organising boards to bring those values to life.
by Konrad Markham
Tips for Improving Digital Marketing
Still on the subject of wine, I shall also be speaking at the following event in Sydney on Oct 24, 2013. China Digital Marketing and Social Media Summit, L’Aqua, Darling Harbour. Specifically, on how Imported wine brands are successfully using Digital Marketing and Social Media as part of their Marketing mix in China.