Wine & Grocery Buyers
February 17, 2010 by Benjamin Christie · Leave a Comment
Gourmet Ads works with a variety of wine companies, but you’d be suprised to know that the majority of the campaigns being run are targeted to the grocery buyer and not the wine coonisueeer. Apart from working with major wine companies and smaller boutique wineries, Gourmet Ads runs a lot of wine campaigns for wine retailers and liqour chains.
There is no doubt that expensive high end wines (here at Gourmet Ads we call them collectors) skews to more of a male demographic however the majority of wine campaigns we run are for wines are under $20 and targeted to the female grocery buyer. Our clients prefer to target the audience which is going to make a wine purchase while doing the groceries. With this mind it’s important to influence the wine buying decision before they go to the grocery store. With Gourmet Ads our advertising positions are next to or close by recipes, allow you to reach the grocery buyer while they are doing their grocery list. Instead of having your target market put down wine on their shopping list, wouldn’t it be better for them to write your wine brand down? That way their looking for your brand instead of just a white or red wine.
Some wine brands are national, others are available in select markets. Using our platform’s industry standard geo targeting capabilities, we can pinpoint your target market only displaying your ads if they live in your target market’s location.
So if youre a wine retailer or winery, what kind if campaigns could you run with Gourmet Ads? Well a while ago we wrote a list of ideas – check our Wine Advertising Ideas.
So of you’re charged with lifting wine sales and increasing brand awareness, then Download our Media Kit or Request a Proposal from our team. We’ll help you reach the grocery buyer online and influence their buying descions.
Wine Sales on a Monday
October 19, 2009 by Benjamin Christie · Leave a Comment
We’re often asked by advertisers and advertising agencies to offer practical ideas on how they can use time and day targeting to maximise the effectiveness of an advertising campaign. Well today we discovered a great example using real data.
Corkscrew is a website that allows you to track wines and check the pricing of them on the web, mobile web, iPhone, email and SMS. In a recent blog from team at Corkscrew called Sober on Mondays, the team looked at the data of when their users were using the site and as indicated below and commented “Only 5% of wine consumption happens on a Monday, while the weekends account for 56%. As suspected, Saturday is the big drinking day, with 22% of drinks.”
So taking this example, how can you tailor your advertising campaign to only reach wine consumers when it matters. By planning media towards the end of the week and after lunch will definitely contribute to a more effective media buy.
Increasing iPhone Application Installs
April 14, 2009 by Benjamin Christie · Leave a Comment
The iPhone application, iFood Assistant by Kraft Foods as certainly sparked food companies and advertising agencies all over the world to look at how they can develop similar applications for their brand. There is no doubt that Kraft’s first mover advantage with iFood has helped fuel millions of installations and millions in revenues for the food giant. On the wine side of things, there seems to be a wine application being released every week on the iPhone.
Technically speaking the iPhone developer platform allows companies to do most things they would want to pack into an iPhone application. However the challenge these days isn’t what to develop, the challenge is how do you attain the viral effect around your iPhone application when you don’t have first mover advantage?
The key to generating the desired viral effect is to advertise your iPhone application to your target audience. For example if your iPhone application is about recipes or even cocktail recipes, then Gourmet Ads can provide the perfect environment to reach possible consumers.
Reaching into the Gourmet Ads food and wind vertical networks you can quickly and cost effectively tell your target market about your application and start having consumers install the application. Once you’ve planted the seed, installations follow. Given the power of rich media, you could easily demonstrate the features of your iPhone application or even provide a short video commercial about it. The advertising could then drive consumers to a micro site which offers more information and a link to the iTunes store for installation on consumer’s iPhone.
Finally, as a value to booking the advertising campaign with Gourmet Ads we could provide via email the opportunity to give free installations of the iPhone application to our website owners and bloggers allowing them to blog about your iPhone application to their audience.
So if you’re seeking to increase installations of your iPhone applications to consumers, then download a copy of the Gourmet Ads Media Kit or Request a Digital Marketing Plan for consideration.
Wine Sites Wanted
April 13, 2009 by Benjamin Christie · Leave a Comment
Right around the world, wine companies both big and small are using the internet not only to drive new customers to order online, but they are using the web as a platform to promote visiting their winery as a destination. With so much competition both on line and at liquor stores, wine companies need to undertake an equal balance of brand and direct response marketing online in order to maintain market share.
Wineries currently advertising with Gourmet Ads prefer to advertise their everyday drinking wines through our Food Advertising Vertical and advertise their premium wines (vintage or reserve ideal for cellaring) on sites specifically about wine. There is usually a massive demographic difference between the everyday drinking wine customers and the premium customers.
Apart from wine companies we also regularly accept advertising from a range of wine related companies which sell items such as like glassware, bottle openers, wine fridges and wine book publishers all interested in gaining new customers online.
As such Gourmet Ads is keen to expand our wine advertising network and are looking for site which has quality wine content. Ideally you’ll be producing your own content on a regular basis and have a real opinion about your thoughts on wine. So what kind of sites are we looking for?
- Wine Portals
- Wine Review Sites
- Wine Blogs
- How to Cellar Wines
- Wine and Tourism related sites
- Regional Wine Sites
- Video Wine Reviews
Or any other wine related website, blog or video site as long as it’s about wine, we’d like you to apply to join our wine advertising network.
Click here to join Gourmet Ads
Advertising your Winery Website
March 9, 2009 by Benjamin Christie · Leave a Comment
So you’ve spent time and budget on developing your winery website. Your winery site has all the bells and whistles from the latest ecommerce system through to inventory management and point of sales software integration. There is also a wide range of delivery methods, as well as all the wines which are for sale, including the latest vintage as well as the reserve vintage. Your winery site has it all. So what’s the next step?
For many wineries, one of the most important steps is often forgotten about when developing a winery website. The advertising plan. The advertising plan is about how you plan to reach your target consumers and drive wine sales on the site. Your winery advertising plan should include information on;
- Target Market
- Location of ideal customer
- Advertising Message
- Launch Promotion
- Budget
Driving new customers to your site is what it’s about and having an online advertising campaign is the logical medium to start with, given that you are promoting your website. The aim should be to advertise where possible consumers are engaging online, which is why advertising in a vertical advertising network such as Gourmet Ads is ideal.
Gourmet Ads has the ability to run online advertising locally, nationally or internationally depending on the target you wish to reach. Apart from reaching wine consumers and wine connoisseurs we can reach also reach food communities as well through our food vertical. If you’d like for Gourmet Ads to develop an advertising plan for your winery, request a proposal from us and we’ll help you drive sales online.
Wine Advertising Blogs
February 25, 2009 by Benjamin Christie · Leave a Comment
Wineries and Wine companies all over the world are transitioning their advertising to online from older advertising mediums like outdoor, magazines, TV and radio. Advertising on wine blogs and wine review websites is certainly one of the best ways to reach a truly targeted audience and from a cost perspective one of the most cost-effective ways to increase your sales. When budgets are limited, wine advertising online is something that should really be considered.
Gourmet Ads wine advertising vertical targets both everyday wine consumers as well as wine connoisseurs in just one media buy. We represent both large wine review sites as well as niche wine blogs. With this in mind, we’ve collated a list of wine advertising blogs which will help you understand more about online and how you can execute successful online wine advertising campaigns.
So check out our list of Wine Advertising Blogs;
- Wine Advertising Ideas
- Advertising on Wine Blogs
- Wine Tourism Advertising
- Advertising Next to Wine Reviews
Advertising Next to Wine Reviews
February 4, 2009 by Benjamin Christie · Leave a Comment
The most effective online advertising campaigns are those place your advertising on highly relevant websites. You want to get straight to your target audience and especially while they are thinking about your type of product. Many of the Gourmet Ads publishers in our wine vertical produce wine reviews, so why not advertise where wine consumers are learning about wines and reading reviews? It doesn’t matter whether your wine label is specifically mentioned in the review, although a positive wine review can have a massive impact on wine sales. The point is that people reading wine reviews are going to generally be in the market for wine.
If the wine blog happens to be talking about how well a nice, smooth Merlot tastes with a grilled lamb chop with herb sauce and you are selling a Merlot, you are certain to sell more wine. Or maybe they are extolling the health benefits of drinking red wines, you may sell more Cabernet Sauvignon, Petit Syrah or Pinot Noir. Even if the wine blog or review isn’t talking about your particular label or wine variety, you are still advertising to wine lovers while they are thinking about wine and that is the very definition of a highly targeted online advertising campaign.
Good reviews attract traffic and traffic generates sales as they put the consumer into a positive frame of mind about wine. Wine consumers are always looking for something new to try and catching them while they are reading wine reviews is the perfect time to interest them in your offerings. Even “wine newbies” who are coming to the review sites to learn will be interested in trying a wine they see advertised. Getting your wine advertised next to wine reviews is a great way to strategically place yourself in the right place at the right time.
If you’d like to advertise in our wine vertical, download a media kit or request a proposal.
Austrade EMDG
December 15, 2008 by Benjamin Christie · Leave a Comment
Recently one our Australian Winery clients who uses Gourmet Ads to advertise their Australian wines in America told us about a government grant system called the export market development grant or EMDG. Administered by Austrade (Australian Trade Commission), the EMDG is a grant which supports Australian companies in their marketing activities offshore (or in market).
Every year the selection criteria for the EMDG changes, but principally this is how it works. Australian companies can apply for the grant at the Austrade website after they’ve spent the required amount to qualify for the grant (this year it’s A$10k). Then the amount over and above the threshold, the government will allow you to claim up to 50% of your approved in market spending each year for a period of up to 8 years.
The EMDG grant isnt just for wine companies, its for all Australian companies that are exporting. The benefit for Australian companies is once you’ve been accepted to receive the EMDG you can effectively increase your marketing by 50% giving you greater reach.
Make sure you checkout the Austrade website for selection criteria, visit www.austrade.gov.au/exportgrants/
Wine Tourism Advertising
December 5, 2008 by Benjamin Christie · Leave a Comment
People travel for a variety of reasons that usually involves seeking a specific experience such as relaxation, discovering history, experiencing a new culture or to enjoy different foods and wines. In fact, many people travel specifically to experience and learn about wine in its “native environment”. Some people discover wine tourism accidentally, as a part of their vacation to an area that specializes in wine and others travel specifically to learn about and enjoy wine. In either case, there is a viable market that wine and grape growers associations, travel agencies and even an entire wine region acting as a co-op can tap into with the right advertising campaign.
Typically, wine tourism consists of traveling to a particular wine region in search of a variety of experiences including dining with fine wines, visiting vineyards and wine cellars for tours and education and of course, wine tastings. Wine tourism tends to attract a higher quality of clientele that are not likely to be impacted by a down economy which makes them an excellent market to advertise to right now. Travel agencies, wine region co-ops and growers’ associations can all benefit from increased wine tourism advertising.
Online advertising is one of the best ways to attract new business for wine tourism, especially in ads that cater to this type of clientele on gourmet food sites. People who are interested in fine foods and wines are those most likely to engage in wine tourism and these are the people who read gourmet food articles. This type of online advertising has a high rate of success because of its ability to be highly targeted and because it is usually viewed for a longer period of time. Online advertising costs much less than advertising on TV or radio and the success of the ad campaign is much more measurable.
Nearly every wine region unites to form a co-op to promote their own wine region and the grape variety they are known for. This offers potential wine tourists with a unique experience on each wine tour they take. They might visit McLaren Vale, South Australia for a beautiful view of the ocean and a fine glass of Shiraz or travel to Napa Valley, CA for a premium Chardonnay or Merlot. Then there is always a visit to Oregon for a delightfully complex pinot noir or to the Loire Valley in France for the finest champagne in the world.
Wine tourism is on the rise and now is the perfect opportunity to tap into this high quality market with the right online advertising campaign. There are wine tourists just waiting for the right invitation to tempt their palate and other travelers who would become wine tourists if only they knew about the enriching experience that awaits them. Remember that these wine tourists could be local, domestic or international. What better way is there for travel agents and wine tour operators to reach such a highly targeted market than with online advertising?
Wine Selectors Video Campaign
October 14, 2008 by Benjamin Christie · Leave a Comment
We don’t always blog about every online advertising campaign we run on Gourmet Ads, but because this is one of the first fully integrated video ads we’ve run I thought it might be interesting.
Gone are the days of basic banners, this campaign run by Wine Selectors is a Island size advertisement (300×250) which has an embedded video within it. Viewers can engage with the advertisement which launches a video in the space. The viewer can then watch a short video on how wines are selected. At the end of the video users are prompted to click to order a discovery dozen or the chance to win a luxury rail and wine adventure.
