The Missing Link Revealed
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Leah Hennessy Matteson
is the author of this blog and a member of the millennial generation. She is the owner of Millennier, Inc. a marketing and design firm that specializes in reaching millennials through creative content and social media. She’s been an Advisor for the Pivot Conference in NYC, and recently lead the panel on millennials in the 2011 Unified Wine & Grape Symposium. She has been quoted in AdAge for her unique take on reaching millennials, and in Wine Enthusiast Magazine for her work in the wine industry.
leah (at) millennier (dot) comSubscribe to Millennier
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Leah Hennessy in AdAge
Ad Age
December 6, 2010 p. 2
Leah Hennessy was interviewed for this article in the Dec.6th issue of Advertising Age entitled MILLENNIALS: The Great White Hope For The Wine Industry.
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I will give you this one. Nice Job.
Ha! Thanks Ian.
I hate to think of our customers as “missing links”,but without them the other links just don’t matter, including me.
Hi Tom – I have to agree with you. What scares me is that at the end of the day, most wineries view marketing as some kind of necessary evil in the budget line. “Marketing” to them is glossy tri-folds and wine club materials and free product to pour at some terrible “wine festival.” Marketing is so rarely seen as the way to ACTUALLY REACH these customers. When you disregard the connection, you are disregarding the customer.
In our experience, the one on one seems to far outweigh the cost/return of tri-folds, wine festivals, and things of this sort. I think many people forget that a customer may enjoy your wine, but will come to your winery for an experience. If you have a monster at marketing, someone who can entertain, educate, and really get people to have such a great time, it makes the wine sales so much easier. If wine quality, price etc… are all even, do you buy wine from the person who puts you in a great mood and you really form a connection with, or from someone that kinda leaves you about the same as when you come in? Once in awhile, I hear people say the old phrase, “It’s not personal, it’s business.” Business is very personal in my experience. Most especially for the small winery owner.