Page 26 - Grapevine May-June 2020

In The Winery
GRAPHIC DESIGN
That Makes You
STAND OUT
• Print or Digital Ads
• Brochures & Flyer’s
• Postcard Mailers
• Tasting Room Posters
• Label & Package Design
• Logo’s
• Trade Show Backdrops,
Banners, Posters & Signs
BRICKER GRAPHIC DESIGN
805 Central Ave., Suite 304 • Fort Dodge, IA 50501 But, remember empathetic messages must be
Toll Free: 877-892-5332
Jeff@brickerpublishing.com
Page 24
Grapevine Main Pages GV050620_Layout 1-1 .indd
c) Focus on giving extra value to consumers.
As much as it may pain us, this is about
them, not you. While it is tempting to ask
for help from your most loyal customers,
state of mind. In addition to offering tempo-
this is not of value to them in their current
rary price promotions or list-price changes,
improve perceived affordability by reducing
ber, or allocation discounts. Expand loyalty
the thresholds for volume-based, club mem-
programs to reward not just big-time spend-
ers, but also people who purchase small
amounts frequently.
#4: Keep your messaging calm and trustworthy:
Last, but not least, in stressful and uncertain
times consumers in all segments see familiar,
trusted brands and their products as safe and
comforting. Reassuring messages that reinforce
your brand’s humanity and creates an emotion-
al connection demonstrate empathy, as evi-
denced in the popular hashtag #alonetogether.
backed up by actions demonstrating the brand is
on their customers’ side.
The Harvard Business Review article concludes
after 40 years of research, those brands that come
out the other side of economic crisis will be stron-
ger. First, the discipline around marketing strategy
and research we develop during this time, and the
ability to respond nimbly to changes in demand will
continue to serve us when the economy recovers.
And second, we should prepare now for a possible
long-term shift in consumers’ values and attitudes,
and a certain shift in where and how they shop.
Susan DeMatei is president of WineGlass
Marketing, a full-service direct marketing firm oper-
ating within the wine industry in Napa, California.
Referenced and reproduced by approval from the
April 2009 Harvard Business review article “How
to Market in a Downturn” by John A. Quelch and
Katherine E. Jocz. www.wineglassmarketing.com
The Grapevine • May - June 2020 877-892-5332
24 4/28/20 1:21 PM