This module reviews current messaging and refreshes communications content to ensure consumer cut through. We identify the philosophy, develop key brand messages and an authentic communications personality from which we can build experiential and engagement.
--Developing the brand story - the why rather than the how
--Authenticity - personalising the brand and voice that people can emotionally connect to
--Creative direction - develop the story across all channels, from traditional, digital to experiential
--Consumer profiling – review and analysis of the end consumer – the people that actually consume your product to understand their needs and how your brand fits into their lifestyle and identity.
The module where we communicate the brand story, targeted at a range of channels. From developing web assets, social channels, email marketing, consumer and trade activations, media campaigns, awards and core festivals, trade or public events to exploring brand collaborations.
--Web development - digital writing, look-and-feel, web build and hero image selection
--Building and expanding social community - social media policy, content and campaigns
--Content calendars – from quarterly to annual content planning, creation and management
--Targeted digital campaigns – effective, customer segment driven email campaigns
--Media campaigns – press release, sampling and media management
--Tactical campaigns - sales/database focused collaborative and event campaigns.
The module where we engage with trade, from building a genuine and succinct story for time poor somms to relate to, creating a strong suite of sales and marketing materials for you, the sales team or distributor, offering trend advice, hosting tastings for the trade and staff education.
--Trade tastings – develop and manage engaging events for the trade, supporting your sales function
--Collateral development and sales support – sales tool kits, packaging and marketing collateral
--Peer sommelier and wine team staff education - for key existing on-premise customers
--Trend advice – new product development guidance and key movements in wine list writing.
The module where we engage with the end consumer, leveraging consumer research, building the community IRL and bringing the brand story to life through strategic events, collaborations and sponsorship alignments.
--Solo, collab. & public event management – design, plan and somm/wine ‘genius’ hosting (incl. RSA certification, liquor licensing, EFTPOS for sales on the day)
--Brand collaborations & alignments – identifying key allies in and out of the industry to co-brand and co-fund creative events
--Consumer research & strategy validation – using both social community and research platforms
--Sponsorship props & benefit management – well positioned, mutually beneficial cause marketing.