As a vendor selling to the
wine industry, you will need a specific strategy to be successful. Wine
merchants are sophisticated customers that hold the expertise that supersedes
most commercial advertising campaigning efforts.
Wine merchants often face
different pressures than traditional businesses that will need to be considered
in a marketing campaign. With narrow profit
margins, a seasonal production schedule and the need
for specialized equipment, business-to-business vendors need to meet the needs
of wine merchants to be successful.
Attempting to get the
attention and gain the trust of wine merchants, there needs to be a great deal
of relationship building. Let’s look at a few B2B marketing
ideas for winery suppliers to help make a connection.
Be a Research Resource
Wine merchants have a short
production season that results in a hectic schedule. Few merchants have the
time or resources to dedicate to completing market
research. For suppliers, this is an opportunity to
become a valuable resource to new customers. By creating informational and
promotional content to help educate your clients, you are providing an
invaluable service. Displaying your knowledge and expertise in the industry can
help to build trust and reliability.
Video Content
Most clients would rather
watch an informational two or three-minute video than read a long and involved
content post. Take advantage of the technology of the internet to create
high-quality video content to attract new merchants.
Video is the perfect platform to display your products to new customers. Take
the time to display every detail, function, and advantage of your product to
attract more interest.
Social media gives you the
power to reach an unlimited audience. Creating well-crafted social media pages
and profiles can bring in more attention and provide you with a connection
across a broader spectrum of the industry. Post your industry research to show
yourself to be an elite in the industry and connect with online groups to
expand your networking circle.
Freebies
Everyone loves a freebie.
Whether you give away your industry knowledge or go the route of giving away
free products, you can gain attention when you need it
the most. Targeting newer and younger wineries with free products can help you
to build relationships. Newer wineries are more likely to benefit from your
knowledge and the gifting of materials than more established wineries. However,
that doesn’t mean that there aren’t advantages to being generous with your
prospective clients.
Demonstrating your success
is the perfect way to build trust and your brand image. Talk to your existing
clients about sharing their experiences with you in a positive way.
Highlighting your success stories on your social media platforms and your website
can help you to gain credibility that may sway more customers in your
direction.
The wine industry is filled
with merchants that are sophisticated business people. Create educational video
content that will hold your customer’s attention, use your social media
platforms to expand your network, and consider gifting new customers with
freebies that can win their loyalty. Taking advantage of some of these B2B
marketing tips can help you be more effective in your advertising campaign and
form more secure customer relationships.
