ways for my clients to connect with their
audiences - not sipping bubbles on the
patio. However, the similarities between
marketing and wine tasting recently struck
me while working with a client that had a
LOT of passion for her business but NOT for
marketing.
It’s time to learn a thing or two in this enological exploration… and maybe make Marketing less like work and more like play in
the process. So grab a glass and let’s jump
in!
need to create for my blog?” Knowing your
audience gives you the answer! Bye-Bye
Confusion, Hello Clarity!
GOALS
Say, for example, you’re hosting a BIG
family dinner this holiday season, but your
guests aren’t “wine people” and could care
less whether you’re serving Krug or Korbel
for the holiday toast.
Let’s start at the beginning. When it comes
to both marketing and wine, you want to
start with a bit of strategy. In your business,
you want to be clear on your goals and
objectives before you start coming up with
all sorts of strategies and tactics, right? No
point spending hours debating Snapchat
vs. Instagram if you don’t even know your
business goals!
It’s the same with wine. There’s no reason
mull over pretty bottles of Rose if you’re
trying to select a wine for a rich and indulgent steak dinner! You want to start with the
end in mind. (Go with a Cabernet or Bordeaux Blend for the steak, by the way.)
AUDIENCE
So you know your goals, now what?
In business, we pinpoint exactly who we
want to reach and define a target audience
or “avatar”. Once we know who we want to
talk to it’s easy to answer all those tactical
questions like, “Which social media platform should I use?” or “What content do I
45
But what does that have to do with wine,
you ask?
Knowing your audience when selecting a
wine is also essential to a memorable and
fun experience for all! (And in some case
may help save your sanity and safeguard
your budget.)
Knowing your audience (e.g., their tastes,
preferences, desires, dislikes) will help you
pick a wine that will dazzle, delight and
maybe even expand some palates without driving you up the wall or into the poor
house! (Although I fully encourage you to
stash a fancy bottle YOU love in the kitchen if you’re hosting the holidays this year! I
speak from experience.)
BRANDING
Goals? Check. Audience? Check. Now what
about your Brand?
In business, Branding goes way beyond just
our colors, logos or graphics. It’s about the
entire customer experience and the emotional response your audience has when
exposed to you and your brand. Yes, it’s the
logo, website and social media profiles but it’s also the way you answer the phone,