Direct Marketing

We help wineries build direct-to-consumer sales.

Over 75 wineries have entrusted Benson Marketing Group to provide Direct Marketing services to drive sales. Now, Benson's Direct Marketing campaigns also integrate social media services and digital media tools to drive the consumer community.

The goal is to help wineries create a two-way dialogue with consumers, to create a vibrant community of ambassadors, and that helps to drive direct sales.  

Just as every wine brand is different, every Benson campaign is different. But most campaigns include a judicious mix of the following services and tools:

• Creative Promotions: We conceive and execute promotions with online and offline applications. For example, Benson can create a "break-through-the-clutter" idea and then extend it across Facebook, Twitter, websites, email campaigns and online media buys. 
• Digital Tools:  All the tools in our Digital Media practice are available for, and often used in, Direct Marketing campaigns. For example, we can use our live webcasting service to create virtual winemaker tastings for club members. We can monitor and report on your competitors' social media "noise" and footprint. We can conceive and execute a video production schedule for posting on YouTube, etc. 
• Email Campaigns: Campaign open rates have dropped over the years, but email is still a good direct sales driver, especially if used in conjunction with social media tools. Most Benson campaigns include writing, formatting and blasting 12 email campaigns per year to the client’s opt-in list, coupled with a series of campaigns that target offers at specific subsets of the client's list.
• Webmastering: We keep winery websites fresh by allocating time for basic changes, including text and images, updating the shopping cart, etc. 
• Design: Many winery websites have not made the transition from static content and one-way communication, to dynamic content and two-way dialogue. A new site architecture that engages consumers, and a fresh design that entices them, is our specialty. Some of our creations:
  www.loirevalleywine.com
  www.knightsbridgewinery.com
  www.jlohr.com (relaunching in Q110)
• Collateral Materials: Print collateral and direct response campaigns are also in the Benson tool kit.
• Consumer Surveys: Next to the benefits of immediate feedback that social networks provide, traditional customer surveys seem quaint. But online and virtual surveys provide insight into the features club members value most and why, as well as how consumers perceive your brand.
• Strategic Marketing Calendar: All DTC initiatives and plans are included in a one-page, cross-functional calendar reviewed together at least monthly. The result is better execution across a winery's physical and virtual assets, better results and higher ROI.  

 Contact
For more information, contact Jeremy Benson, president, at 707.254.1107, or benson@bensonmarketing.com.