The Ultimate Question. The Ultimate Answer?
The only question more difficult than this one for a publicist is “Show me exactly how much wine I sold as a result of the media coverage you obtained for us”.
I was on the phone with a longtime client recently, and received a question I didn’t expect – Does media coverage help us sell wine? – It’s a difficult and broad discussion, and there are so many ways to respond, so instead I deferred and asked “Maybe you can be more specific”?
Let me give this a shot. Generally speaking I would say yes, although it’s difficult to quantify. But I think the question could more appropriately be – Does media coverage encourage consumers to buy wine from us eventually? – as I don’t think there is an instant and direct correlation (with the possible exception of 94+ point scores in Spectator and a few other high end publications) between media hits and selling wine. The reason for this is that people buy from brands they trust and have experienced. Short of that, consumers rely on 3rd party expert opinions to justify their purchases and loyalty. Readers respect writer’s opinions, much as they trust selected wine shop’s palates to guide their purchases.
Media coverage is one aspect of a comprehensive marketing program, and if you aren’t getting media endorsements – articles, reviews, scores – about your winery and wines, it creates an additional barrier to entry for consumers as they have too much choice and information to sort through these days. So yes, media coverage helps new customers discover your brand and wines, which should eventually lead to sales. The point is staying top of mind, and when the time is right and someone is ready to buy you should reap the harvest (couldn’t resist that analogy).
Andy Perdue of Great Northwest Wine says “ I ask wineries featured in my Seattle Times column what kind of consumer feedback they got, and it ranges from a few calls and sales to the phone ringing off the hook, and a ton of sales and wine club signups. I also get feedback from wine shop owners mentioning upticks in sales when the column comes out. And if I review a wine that is difficult to find or happens to be sold out, I hear about it from the consumer.” Andy’s partner Eric Degerman adds that “Wineries can do themselves a favor by quoting and linking back to reviews of wines. Sharing on social media is important. And promoting a post for $20 will often get a lot of good reactions from consumers.”
Tracking the impact of an article via website analytics is worth the effort but tricky. You can correlate spikes of traffic within 7-10 days of an article or magazine review, but it is anecdotal at best. How many readers signed up for your email list after reading an article or review? What about Social Media follows and engagement? You can track these pre-sales actions, but you can’t track sales as easily. However, you now can market directly to those new subscribers, resultant from the media coverage, and hopefully eventually sell them wine. It is an ongoing process and requires vision and patience.
Online articles about your brand are directly track-able when linked back to the winery’s site. If you place a related ad, you can use promo codes for readers of those publications. You know exactly how many visitors came from that coverage because of the unique link or code, and if they purchased.
There are other potential results of media coverage to consider – What about retail store purchases? The wine shop or restaurant customer sees your winery on the list, and recognizes the brand, somehow. Maybe they don’t know from where or why but feel comfortable making a purchase because of some previous media impression. So no, media coverage doesn’t typically directly sell wine, but it greases the skids and removes barriers to enable new customer to find you and purchase your products.
That’s all fine and good and understood, but here is an even tougher question from said client – How do we get the writer’s audience to take action, i.e. to buy our wines? Should the writer be promoting wines that they like to their readers?
This brings us into the cutting edge realm of “Influencer Marketing” which is a hybrid of earned media and advertising, and includes both “they” (the writers) and “we” (the winery) promoting action. Where we want to be extremely careful is not to be perceived as collaborating with writers on advertorials like certain wine travel magazines offer, because people are savvy to that, and professional writers and reviewers lose credibility. There are writers for hire that are more focused on billings than investigative journalism that you can approach to promote your brand.
So how do we get THEIR readers to take action? – It is not the writers’ job to sell your wine as this is conflict of interest for any objective journalist. It is your job to leverage their content in your marketing. See my article on using media coverage in your content marketing.
One way to leverage articles and reviews is to advertise on their site, place a banner ad or pay for a review. Take a look at Catherine Fallis’ Planet Grape website as an example – upper right hand corner are banner ads. Consumers will hopefully click, which could lead to sales. There are many other ways to pay-to-play with wine reviewers such as The Sommelier Company who will review your wines for a fee. I don’t believe the paid nature influences the actual score, although this always depends on the integrity of the reviewer or publication.
Another example are video reviewers who are paid to review wines, and will say nice and positive things, and post the video on YouTube and their social sites exposing your brand to their followers. I am also actively talking to other influencers in the wine, food and travel industries, and other outlets about doing the same. I think this is a better, superior option to simply running static print ads, and should be part of an overall advertising budget. Vetting the source, type of consumers and marketing program is a must before dedicating advertising dollars to any project.
In the end, no winery can afford not to do all the things that generate sales – either directly or indirectly – including marketing, PR and paid advertising (including Influencer marketing). It’s just too competitive out there and consumers have too much choice.
I think most of you inherently know this, so hopefully this article offers some points of clarification on the topic. Bottom line – Wineries will get more out of media coverage when they put more into it after it’s published. Please comment or email and let me know your thoughts.
Kudos to one of my long time client for continuing to ask the tough questions. You know who you are!
CARL GIAVANTI is Winery Publicist with a DTC Marketing background. He’s going on his 8th year of winery consulting. Carl has been involved in business marketing and public relations for over 25-years; originally in technology, digital marketing and project management, and now as a winery media relations consultant. Clients are or have been in Napa Valley, Willamette Valley, and the Columbia Gorge. (www.CarlGiavantiConsulting.com/Media).