Just Picking Grapes or…Harvesting Our Next Occasion?

We came up with this title after viewing two very different YouTube videos, from two very different winemakers, showcasing their most recent harvest. Although both showed grapes being picked, they each told a very different story.

One video from Benziger Family Winery, was simple and shot in the vineyard. It was authentic, and captured the heartfelt excitement and enthusiasm of a new harvest. It highlighted happy family members, to include a new granddaughter. It highlighted happy workers, as well as people proud to be taking part in this exhilarating, meaningful and most important process.

The other video from another well known winery, was edited together in an editing room and appeared as a theater quality production. It may have even contained credits. It showed people picking grapes, but it looked more like a job, rather than an occasion.

Can you guess which one of these videos created an emotional connection? When buying a bottle of Benziger wine, you feel like you are donating to the cause, not just adding to a company’s bottom line.

A brand’s smart use of social media platforms can create and nurture sustainable emotional connections. Through authentic and non-intrusive interaction, a simple engagement between brand and individual can develop into a lasting connection.

“Carry your brand DNA into social media channels”

WineTwits, a Twitter-powered community that brings wine enthusiasts together, is taking a very interactive approach. Through Tweets, and interaction via their website, WineTwits is able to guide immersive experiences, connecting brands with people. An upcoming event, Beaujolais #NouveauDay, will feature an interactive wine tasting,with an expected global and witty participation via Twitter. In a recent conversation with Steve Gilberg, founder of DrinkTwits Media (parent company of WineTwits), Steve offered these thoughts: “It is a huge mistake to not use social media”. Steve also observed: “Carry your brand DNA into social media channels”. Using these ideas along with authentic non-intrusive interaction, he has been able to significantly raise his brand’s awareness. Speaking for not only his brand, Steve says: “For brands, someone internally needs to take ownership of the social media”. He also believes that “Used properly, Twitter is one of the greatest lead generation tools he has ever seen.”

Sustainable social media connections require: Authenticity, Conviction and Flexibility

As we noted within our recent report, people are keen to define and build trusted resources, as they are soon to become important elements of true influence for purchase decisions.  For brands, authentic content and messages are the first step. Engagement alone does not create influence or a likeliness to share…Influence and involvement arise from nurtured interaction in the age of all-of-us.

So, are you just picking grapes? Or, are you harvesting our next occasion? As you make social media decisions (what platform, what channel, who will handle social media, etc.), remember: Be authentic and make your message lead to an occasion!

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May I Recommend A Wine, Or Would You Like To See Our…iPad?

Whaaaat did he just say? You heard me correctly. This question could be asked of you the next time that you go out to dine.

I recently read an article that talks about some restaurants, with extensive wine lists, replacing those lovely leather-bound books of wine with iPads loaded with information on all their available wines.  The region, vineyard, brix, tasting notes and much more can be downloaded to the iPad; and it can even track inventory to prevent that embarrassing response from the sommelier returning to your table “I’m sorry, we just sold the last bottle to table 33”.  As tech savvy as we like to be, will this take away from the “complete wine experience”?  Will top notch restaurants still have a place for their sommelier to advise the patrons of the nuances of certain vintages…or the terroir traits of a particular varietal?

This will be the difference between “TAKE it with You” and “KEEP it with You”.

Regardless of the iPad vs. sommelier experience issue, new opportunities arise. For instance, QR codes will be incorporated into the equation.  A restaurant may choose to put their QR code on the wine list. Vintners can affix a QR code to the bottle or simply print QR code business cards, or bottleneck rings, to be presented with their wines; enabling people to refer back to that information during the next visit.

There also is the question: Are there people-to-people reviews available, either on the wine list or the bottle offering? We honestly respect and appreciate the reviews and thoughts of our peers.  Maybe we will just download an app, and forget about all the extra information on the wine list.

There is no doubt…We will be well equipped to be better informed.

Image Source: Cellar Key

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