People interact with people. Does wine belong on social
media?
Wine Guerilla Adam Grist’s recent blog post suggested
that for a brand to be successful on social media it must be a personality. It
must exceed the definition of a product and appeal to consumers as someone they
can identify with. Continuing with this thought: Who can best apply this
gob-smacking advice?
How should a personality present itself on
social media in order to relate to a wide range of potential consumers? The cute.
Think cats and parodies. The ridiculous and ridiculing, the honest, the
spontaneous, catchy music, fun, creative and self-affirming. These are a number of recurring themes found
under the most viewed, viral, you-tube videos.
Of course Adam’s post was not suggesting that
every wine brand should or is able to market itself in this way, but why the
complete absence? If wine cannot connect with the ‘average, normal’ consumer,
then it is destined for an ever declining market share.
The change in wine consumption shows that
although more people are drinking wine, the average per capita consumption
worldwide is decreasing. In marketing or online media efforts then, the focus should
be on expanding the accessibility of wine to broader groups of people, rather
than encouraging individuals to drink more.
Although not excluded from the concept, small
producers who uphold great traditional values and market themselves as such may
not see all these ‘viral’ topics or such consumer interests as ones that could
be positively used to support such brand personalities. However, there are a
great number of brands that could and often certainly try to do so. For these
it may be more advantageous to focus on accessibility, rather than education.
Wine education or raising awareness amongst consumers has its place, but it is
rarely a way to attract new or infrequent consumers.
If a wine is by style appreciable by any
average consumer it should be marketed accordingly. This is where these ‘viral
topics’ can be applied. Although some wine brands use this style in
conventional marketing, we are struggling to find a wine brand that exudes this
kind of personality on social media. On social media there seems to still be a
barrier separating the wine enthusiast or professional from Fred, Tess and Mary
watching their evening sitcom, glass in hand, thinking “Mmmm, relaxation”…
Perhaps few wine enthusiasts acknowledge
their occasional enjoyment of such fleeting smiles, moments of pleasure,
without actually deliberating on the product wine.
A number of brands on social media, twitter
particularly, are represented by individuals. This certainly gives the consumer
something to relate to, but, if the object is to attract the attention of
consumers, there needs to be a divide between individual personalities and a
brand personality. However ‘relatable’, consumers are unlikely to be attracted
to a brand because of the brand representative’s coffee tirade every morning.
Here then is a possible beginning of a
manifesto on building a “sociable” brand:
1. Be a BRAND PERSONALITY.
2.
ENTERTAIN: Particularly if you aim to attract new consumers.
Personal (an
individual’s) personality can be valuable, but may not attract new consumers.
3. Stick to the brand VALUES: create one personality only (no flip-flopping).
4. Now go be like Barney Stinson… and cross your
fingers.
