PROCESS
“Wine Brain brings a big-end-of-town brand manager practice to individual brands.”
We understand the advantages and constraints of small and medium wine and hospitality brands, the importance of cost and efficiency.
So we’ve divided our services into four key modules. That way, we can focus on the areas of business that need to be prioritised with targeted strategy and productive marketing.
IDENTITY - COMMS - TRADE - CONSUMER
Browse the modules, then fill out the questionnaire or email us to develop a unique mix for you.
“Artisan producers are successful if they make a connection on a personal level. I’m not sure whether this was my philosophy before I started working with Kim, but it certainly is now. She understands the story, the journey and the customer.”
IDENTITY
The Identity module reviews current messaging and refreshes communications content to ensure consumer cut through.
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.
“It turns out that grey matter was the missing ingredient in our barrel. Fortunately, Wine Brain has it in spades and was able to create a marketing plan to take us straight to the top of the class.”
COMMS
The module where we communicate the brand story, targeted at a range of channels including developing:
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.
“Wine Brain has developed collateral for us to go out to trade. Kim’s written tasting notes, designed wine team masterclasses, adapted our technical notes for different trade (from Sommeliers at Michelin-starred restaurants to high street wine merchants) - telling our story so it is easily explained to consumers.”
TRADE
The module where we engage with trade, from building a genuine and succinct story for time-poor trade - 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.
“Kim put together the 20th birthday festival strategy – instead of a one-off party, we engaged with our customers on social media channels and weekly events, as well as winery partners and the wine media over several weeks. Culminating in a grand, invite-only, golden ticket party to end.”
CONSUMER
The module where we engage with the end consumer leveraging research, building the community and bringing the brand story to life through events, collaborations and sponsorship.
Solo, collab. & public event management – design, plan and management of the event - with pre- and post-event social channel engagement
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.