Here’s a wonderful story about a wine company, Pacific Rim, which used content and social media to build its business.
Here’s how they did it. This article, Using Social Media to Promote an Underdog Wine – NYTimes.com, reports:
“The campaign started with a Web site, rieslingrules.com, that is intended to create conversations and build customer engagement around the brand. Their first step was to create content that would educate and inform consumers and the trade industry about riesling wines. ‘If we are going to be the leading voice in the riesling category, then we have to be the resource on rieslings,’ Mr. Bavaresco said.”
The company’s ebook, “Riesling Rules Book,” has been downloaded 65,000 times, educating consumers about rieslings. They also created a Facebook fan page, with a giveaway for fans who clicked the “Like” button.
The article reports that the company invested around $10,000 in social media to get established in the riesling niche. In 2012, the company’s selling 200K cases of wine a year, and Pacific Rim rieslings are sold in all 50 US states.
Will the content/ social media strategy work for your business?
Who’s your audience? Pacific Rim targets older millenials, aged 26 to 34, who are experimenting with wine, and are open to trying new-to-them brands.
This group is active on social media, which is obviously a requirement if for the content/ social media strategy.
Wine is also something people like to talk about, in addition to drinking. There’s a cachet to being seen to be knowledgeable about wine. The “knowledgeable” aspect is key. Pacific Rim educated its customers with the ebook, creating instant wine aficionados.
This strategy will work for you if your target market wants information related to your business, is active on social media, and wants to talk about your business.