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2020 could appropriately be called “the year of virtual tastings,” as many beverage brands added virtual tasting components to their marketing strategies as a reaction to the disruption in the traditional channels of communication. By incorporating virtual tastings into your long-term marketing and communications strategies, you are opening the ability to expand your reach, increase brand awareness, and ultimately drive sales by honing in on consumers more likely to purchase through guided trials. Nothing will fully replace the hospitality factor of in-person tastings and events,  but the hybrid model, which combines physical components with the virtual, offers brands new opportunities. A hybrid tasting includes the face-to-face interaction of a live physical event with the convenience, cost savings, and expanded reach of a virtual event..

When marketing initiatives went fully digital in March due to COVID 19, the desire for influencer marketing and online content sky-rocketed. Influencer marketing is at the forefront of strategies that can help brands engage in a digital landscape. As an agency, we understand the importance of influencer marketing and are working on behalf of our clients to secure collaborations that will both spread brand awareness and stimulate and drive sales. An already dynamic medium and platform, we put together the most up to date information on influencer marketing and how brands and their agencies can engage in this space.

As a modern means for advertising, social media has become an essential part of a company’s marketing plan, so it’s important that they stay on top of new trends and features. The Colangelo & Partners team was able to sit down with Ben Guttmann, co-founder of Digital Natives Group to discuss the changing landscape of social media and how businesses can navigate the ever-changing space. The quickest ways to turn around falling engagement numbers on social media are through good content, cutting back on post frequency, targeting content, and stopping audience fatigue by changing advertising to exclude your own followers. When we utilize unique and engaging content, it’s much easier to drive organic follower growth and engagement, eventually leading to purchase conversions.

Beyond traditional media outlets and trade publications, social media influencers have demonstrated to be a valuable resource in generating brand awareness. As a PR agency we understand the basic fundamentals when working with well-established publications such as Forbes or Wine Spectator; research appropriate contacts, present the product/event, send the product/execute the event and follow up on coverage. Be completely transparent, include all the info upfront: paid/organic, type of content you want, timing of content, details on how to post as paid/ad and specific hashtags to use. When brainstorming social media content for wineries think visually and use influencers as content creators.