In this recent Bloomberg article, writer Ryan Flinn brings together a few marketing ideas from business and wine experts that were shared at a wine-business panel at Bloomberg’s San Francisco bureau Monday. First, he points a key audience that those in the wine industry should be paying attention to: the millenial generation, or those born in the 1980s and 1990s who are considered “Generation Y.” Knowing your audience is one of the first steps in an effective marketing strategy, and describing that audience, along with their needs and wants, will help decide the direction of the marketing campaign.
As the article’s headline reads, “Authenticity key to wooing younger wine consumers, Price says,” this audience wants to feel a connection to a brand and know that brand enough to trust that they are who they say they are. In other words, the company or business needs to be transparent, and authentic.
Generation Y doesn’t want to find out bad news about a company on the Internet or from their friends on social media first, they want to hear it straight from the source. If a winery had a bad year and a less than pleasing vintage, then buyers want to know that up-front. They don’t want to find that out by surprise when drinking a bottle of wine or hear from a wine expert that the wine isn’t up to par. They want to hear about troubles (and good things as well) from the brand – they don’t want a bunch of sales or gimmicks.
In this modern day of rampant social media use, people – namely your audience – will find out if your company is not being true to its brand or its the way the company describes itself. As William Price, co-founder of buyout firm TPG Capital and chairman of Vincraft Group, says, “Just trying to be sure what you stand for is true in every aspect in your business, all the way from where you contact people to how you make your wine, how you grow your grapes.”
It’s that simple. Do what you say you do, and people will trust you brand and company – and in this case, your wine.