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Newsletter October 2009

INNOVATIVE MARKETING SOLUTIONS FOR THE AUSTRALIAN WINE INDUSTRY

MARKETING FOR THE SILLY SEASON

The Christmas season is fast approaching and it's time to bed down your promotional activity for this key selling period. Here are a few tips to ensure that you have all your bases covered.

1. Trade Promotions - Develop a trade promotion to incentivise the trade to purchase and display your wines. Traditionally this has included bonus deals (such as a 6+1 deal), extended terms, value adds and reward programs. Don't forget on-premise. Gaining wine of the month slots during December will certainly increase sales.
   
    
2. Consumer promotions - These are designed to increase store presence and drive sales. While the larger companies give away golf clubs and the like, simple in-store tastings or supplying gift bags also help promote your wines and drive sales. 
   
    
3. Communications - If you are developing a trade or consumer promotion, be sure to tell the trade media and give your distributors and reps all the information they require to on-sell it. Your distributors will also need in-store point of sale material such as header cards, fridge wobblers and shelf talkers. For on premise, think tent cards, aprons, etc.
   
    
4. Public Relations - If you have recently released new wines, be sure to spread the word via a public relations program. The use of a media monitoring service will help track the results and capture any press clipping that you can then use in the trade and with your direct consumers to build sales.
   
    
5. Direct Sales - Your database of customers is a valuable asset. Be sure to communicate with these people prior to Christmas and let them know of your new wines, promotions and events leading up to Christmas. Encourage them to visit your cellar door during the holidays. Communication includes e-newsletters, Twitter, Facebook, etc

Remember, all your communication and promotional activity needs to fit within your brand proposition.

It's a busy season and with a bit of planning can result in good sales. If you wish to discuss any of the above, please contact us on 02 6361 9898 or team@definewine.com.au

Cheers, David

CHANGING PERCEPTION

"Perception is reality"

The following is from Winewise Magazine and relates to their recent Chardonnay tasting and the top rating wines. Judges included James Halliday, Ken Gargett, Tim Kirk, Ian McKenzie and Chris Shanahan.

"It's interesting to note that 'unfashionable' Cowra contributed five wines to the roll of honour... Wines from Mulyan (3), Spring Ridge and Swinging Bridge all made the cut"

The Cowra & Canowindra winemakers are changing the perception of their region. In order to do this you need to tell your story and show your wines to the key opinion leaders. This will build awareness; both for your brand and your region.

Everything you do to or say about your brand creates consumer perception. If you want to change the perception, you need to start now.