Marketing Evolution

06/29/20 • 29 min

XChateau is a podcast about all things wine, from vine to your glass. We tackle the business of wine and keep you up to date with new and exciting developments so you always know what goes into your bottle.

In this episode host Robert Vernick and co-host Peter Yeung wrap up their series on standing out from the crowd. This episode will focus on the evolution of brand marketing and what wineries should be doing to keep up with trends.

Stay tuned to hear Robert and Peter’s thoughts on the current stage of evolution, how Covid-19 is accelerating that evolution, and which marketing techniques are trends versus fads.

Topics covered in today’s episode:

How Covid-19 is accelerating the adoption of new technology.
Why you have to understand your audience to effectively leverage influencers.
Creating a successful brand campaign: Understanding your persona and creating virality.
The importance of utilizing multi-channel marketing.
Is text messaging the future of consumer engagement?
Why the adoption of a live chat feature on websites can be helpful.
Understanding the basics of digital marketing: SEO and SEM.
Is augmented reality a viable future technology for the industry?
Expanding experiences and engendering connection to your brand.
Taking experiences to the consumer.
How persona can transcend product quality and which brands have done it.
Resurgence of old techniques: Mailers, phone calls and why lockdown has increased their effectiveness.
The success of incentivizing referrals.
Trends and fads: What will still be here in the future?

If you loved this episode, we would love for you to subscribe, rate and review on iTunes or wherever you get your podcasts. Until next time, cheers!

Hosted on Acast. See acast.com/privacy for more information.

Stay tuned to hear Robert and Peter’s thoughts on the current stage of evolution, how Covid-19 is accelerating that evolution, and which marketing techniques are trends versus fads.

Topics covered in today’s episode:

How Covid-19 is accelerating the adoption of new technology.
Why you have to understand your audience to effectively leverage influencers.
Creating a successful brand campaign: Understanding your persona and creating virality.
The importance of utilizing multi-channel marketing.
Is text messaging the future of consumer engagement?
Why the adoption of a live chat feature on websites can be helpful.
Understanding the basics of digital marketing: SEO and SEM.
Is augmented reality a viable future technology for the industry?
Expanding experiences and engendering connection to your brand.
Taking experiences to the consumer.
How persona can transcend product quality and which brands have done it.
Resurgence of old techniques: Mailers, phone calls and why lockdown has increased their effectiveness.
The success of incentivizing referrals.
Trends and fads: What will still be here in the future?

If you loved this episode, we would love for you to subscribe, rate and review on iTunes or wherever you get your podcasts. Until next time, cheers!

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

Classic Business Models

In this episode, Robert Vernick and Peter Yeung continue their series on standing out from the crowd. This episode will focus on the classic business models of how brands were built.

Stay tuned to hear Robert and Peter’s thoughts on the three main models wineries use for branding, what works and what needs to change in a post-Covid-19 world.

Topics covered in today’s episode:

Why wine quality and critic scores alone are no longer the key factor in success.
The three classic business models: cult, trade and hospitality.
How cult brands foster a business model based on scarcity.
Two types of wine demand: consumption and investment.
Trade models and the importance of relationship building.
How the increase in sommeliers has altered the influence of distributors.
Leveraging pedigrees and influence in trade nationally and globally.
The necessity of pivoting to direct selling for small wineries unable to crack the trade channel.
The boom in hospitality over the last 30 years.
The importance of creating experiences.
The emergence of cross-marketing.

If you loved this episode, we would love for you to subscribe, rate and review on iTunes or wherever you get your podcasts. Until next time, cheers!

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

Wine Social Media

XChateau is a podcast about all things wine, from vine to your glass. We tackle the business of wine and keep you up to date with new and exciting developments, so you always know what goes into your bottle.

In this episode, Robert Vernick and co-host Peter Yeung discuss social media for wineries and the importance of creating your social presence to grow your brand and build a solid client base. Robert and Peter will delve into the pros and cons of each social media platform, as well as managing your brand page, social media influencers, and social media paid advertising. This episode will help you to navigate the continually changing world of social media, even if you’re a newbie, and discover how to create more compelling content and branding for your winery business.

Other topics covered in this episode include:

Best platforms to use, specifically for wineries
Best practices for starting in social media for your business
Tailoring content for different social media platforms
The benefits and downfalls of individual social media platforms
The importance of social media for a wine brand
How to engage your customer base and attract and find new customers
Social media influencers - how to engage, interact, and pair with the right ones
The pros and cons of having multiple social media pages
Call-to-actions: what are they, and how do I use them to benefit my business
How to leverage social paid advertising
Trends versus fads; what’s coming and what’s on its way out the door

If you loved this episode, we would love for you to subscribe, rate, and review on iTunes or wherever you get your podcasts. Until next time, cheers!

Hosted on Acast. See acast.com/privacy for more information.