The following piece appeared on Harpers.co.uk last week and is complementary to my last post
A recurring theme at the recent Wine Vision Conference was that the Wine Industry needed to improve its marketing. We are too production oriented: we don’t really understand the consumer. If we have heard it once we have heard it a thousand times and I’d be surprised if anyone in the room in fact disagreed with the message.
The issue audiences usually have with such presentations is that they encapsulate the problem but offer no practical suggestions as to what to do about it.
For once, however, I’m pleased to say at least one speaker addressed this issue. Stephen Woodford, the Chairman of Lexus, emphasised the point that effective marketing was now within the reach of companies with smaller budgets to a greater extent than in the past because of the increased importance and cut through of on line media. He used the example of You Tube through which it is possible to reach large audiences for minimal cost if the campaign is both relevant to the target audience and creative.