Page 8 - Grapevine July-Aug 2020

In The Winery

er Instagram caption or creates a few slides of an • Consider how other individuals, including those
Instagram story about their business, they can dis- new to the wine tasting experience, might want
till the most important parts down into a digestible to know about both your in-person and virtual
format, and weave it into posts whenever they interactive opportunities.
can,” Webster said.
• Finally, there are additional people, especially
Happy Medium advised using interactive content those in younger demographics, who are eager
whenever possible, to build confidence and trust. to get out and make new memories. Show them
“Customers are more likely to engage with content through social media why your establishment is
that entertains, educates and tells an authentic the perfect choice for safe-but-fun gatherings.
story. Engaging customers with your content makes
your brand more memorable and creates a deeper Remember the message of online interaction: sim-
connection,” the media team said. “Try incorpo- ply ask your followers what they might be interest-
rating polls, question and answer stickers, or fea- ed in, and listen carefully. Their suggestions might
ture the people who make your brand what it is in be different than what you’ve tried before, but now
Instagram stories or by hosting a live stream. Both is the time to take advantage of fresh ideas.
of these are growing social trends that bolster high-
er engagement and should be a staple to any social Social Media Tips for
media strategy.” the Next 12-18 Months

Don’t feel you have to do all the heavy lifting “Flexible consistency” is the action plan for your
of brand awareness and connection alone. Once social media efforts now—and the foreseeable
again, Richards said, think about potential alliances. future. Maybe your marketing manager is tempo-
“Get your bottles into the hands of influencers— rarily furloughed. Perhaps your state allowed grad-
allowing people to learn about your product via ual reopening, but as you approach early harvests,
someone they already trust or admire. And think you don’t feel you’ll have time to maintain your
outside the box. These don’t have to be wine or online presence like you did last year.
foodie influencers. A travel, fashion or beauty influ-
encer could easily weave your brand and bottle The media team at Happy Medium suggested
into their story.” three areas of focus:

And if the budget allows, boost your social media • Post consistently. While so much consumer
ad views. “I realize they may be a luxury in times activity has slowed during this period, it’s espe-
like these, but ads really are the fastest way to get cially important for brands to stay top-of-mind
the right message to the right people in the right with their consumers. Even if operations are
places,” he said. “Many brands have cut their ad currently paused, still send at least a couple of
spends, so the marketplace is less competitive right posts per week.
now. You’ll get more for your money if you’re able
to participate.” • Stay positive. Audiences have been overloaded
with COVID-19 messaging over the past few
As reopening continues, your messaging to vari- months and are starting to become jaded to
ous demographics might change slightly. Take time overused marketing verbiage. Send positive
to evaluate your core audiences and cater to how messages while still being respectful to the cur-
they might be feeling. For example: rent situation.

• Promote your best practices for safety and • Don’t post content exclusively directed at sales:
cleanliness to reassure and comfort people who share photos and stories about your team,
want to visit your winery but express concern industry news or fun facts about your winery
about contagions. and operations.

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