How Wine Brands Engage Influencers
A Sonoma wine maker asked me my thoughts on whether or not he should “play the influencer game” and we had a bunch of back and forth on the complexity of the endeavor and whether it what worth what the winemaker called “worse than a hangover.” I said, hey, we didn’t make the rules but at least we can understand them. And so I’m taking some of the things we talked about and turning those ideas into this article incase you, dear reader, are considering engaging with influencers to promote a wine brand.
In the world of wine, building a strong brand and reaching your target audience is complex. WIth influencer engagement, we now have a tool for wine brands to connect with consumers and create a buzz in the market.(Get it? Buzz?) In this article, we'll explore valuable tips for wine brands looking to effectively engage with influencers, from identifying the right influencers to crafting engaging campaigns and measuring success.
Know Your Audience and Goals
Before diving into influencer marketing, wine brands must understand their target audience and marketing objectives. Identify the demographics, interests, and preferences of your ideal customers. (By the say - I love putting such plans together. Happy to discuss.) Then, when you understand your goals, we can think about reaching your audience.
Identify the Right Influencers
Choosing the right influencers is crucial for a successful campaign. Look for influencers who align with your brand values, audience demographics, and niche. Consider factors such as their follower count, engagement rate, and authenticity. Tools like Sprout Social can help with measuring engagement rate, audience demographics, and follower growth trends.
Build Authentic Relationships
Authenticity is the cornerstone of influencer marketing. Establish genuine relationships with influencers by reaching out personally, showing interest in their content, and understanding their unique style. Collaborate on content ideas that resonate with both your brand and the influencer's audience. For example, a natural wine brand collaborates with a hip, sustainability-focused influencer to create content about eco-friendly winemaking practices, aligning with both their values.
Craft Compelling Campaigns
Create influencer marketing campaigns that tell a story and engage your audience. Encourage influencers to share their personal experiences with your wine brand and highlight what sets your products apart. Consider unique angles, such as food pairings, vineyard tours, or wine tasting events. For example, imagine a Sonoma sparkling wine brand who partners with a renowned chef influencer to create a series of Instagram videos showcasing exquisite food pairings with their champagne, sparking (haha) interest among food and wine enthusiasts.
Provide Creative Freedom
Influencers have cultivated their own unique style and voice, which resonates with their audience. Allow influencers creative freedom to present your wine brand authentically. Avoid overly scripted content and let their personality shine through.
Measure and Analyze
To assess the effectiveness of your influencer marketing efforts, set measurable Key Performance Indicators (KPIs). Track metrics such as reach, engagement, website traffic, and conversion rates. Analyze the data to understand which influencers and campaigns yield the best results.
Tools like Google Analytics will track the referral traffic from influencer posts and measure the impact on sales during and after a campaign.
Long-term Partnerships
Consider forming long-term partnerships with influencers who have a genuine affinity for your brand. Continuity in collaborations can help build stronger brand loyalty among the influencer's audience and provide consistent exposure for your wine brand. Imagine a winery that could collaborate with a sommelier influencer for a year-long series of wine education sessions, creating a loyal following of wine enthusiasts eager to learn from the influencer.
About me: I’m Robert O’Shaughnessy and I’m based in San Francisco and Sonoma. At my agency, OE Communications (www.oecommunications.com), we specialize in fostering growth through strategic, full-funnel B2B and B2C marketing efforts. Our team can assist wine brands in identifying the perfect influencers, creating compelling campaigns, and measuring the success of influencer marketing initiatives. Contact us today to learn more about how we can help your wine brand thrive in the competitive market.