New Online Wine Marketing Ideas from the Old World
Posted by Rachel Fox Reed on January 10th, 2008Those crazy frogs are at it again! Not only do they claim to be the godfathers of the wine industry, but it looks like they may have beaten us to the punch and found a unique way to market direct online wine sales. Through a brilliant viral marketing campaign, one company has found a way to grow their email list and promote their wine-a-day program.
Check this out:
When the video completes, you are invited to click on the link to ‘acceder au wine store’ which redirects the viewer to a site advertising a wine-a-day (1Jour1Vin) program similar to RadCru. The viewer is asked to share their email address to receive alerts for discounts on wine direct from the retailer, thus gaining emails to grow their wine club. This video originally appeared on a website called MensUp.fr, which is a site dedicated to sharing the latest information to young men interested in technology and social networking.
In the Business Development department here at Inertia, we look for new ways to help our partner wineries channel new customers back to their website. We look to other online sites that may draw those wine aficionados our partner wineries have not yet been able to reach through their traditional marketing strategies. This is where you can learn a lesson from this kitschy advertisement. By targeting non-traditional wine websites where consumers have a high social networking potential (in this case, a website targeted to tech savvy young men who are interested in new products) your winery could build your brand and sell more wine direct.
The ad has now reached not only the people on this website, but the humor in this video further inspires friends to pass the link on voluntarily through word of mouth enthusiasm, using their preexisting social networks to share the video promotion within their personal online communities. While 1Jour1Vin has only paid for the ad space to host on mensup.fr, they are now relying on the humor of the clip to get the people to distribute this content for them, at no extra cost. As a result, the video was also reposted on youtube.com (where it was subtitled) and many other websites… and just like that, the word is out! This company has successfully built a name for itself through a clever viral marketing campaign.
After all these years, we find the French still have many tricks to teach us about the wine industry.
