The Time for Alignment is Now

When times are volatile or uncertain, the temptation is to cling to ideas or things that are safe, comfortable, and predictable. (It’s okay, we’ve all done it.)

The COVID-19 pandemic not only forced us into situations of discomfort and unpredictability, it also upended or took away many of the ideas and things that would have helped us cope emotionally or financially.

Personally, the thought of getting sick was disconcerting enough, but when I tried to lean on the routine of a job I enjoyed to maintain some degree of normalcy, I was laid off.

Wineries found themselves in a similar situation. With travel decimated, those with tasting rooms could no longer lean on that once dependable revenue stream, forcing often haphazard pivots to digital to connect with current and potential customers. Even those fortunate enough to be able to host tastings outside had those limited or curtailed thanks to social distancing requirements and wildfire smoke.

With so much anxiety permeating the wine industry, it’s easy to let your marketing strategy stagnate. It’s easy to focus on whatever drives revenue in the short-term as opposed to taking a long, hard look at your brand and figuring out how to maximize long-term revenue.

Achieving alignment across your marketing strategy is no easy task. It often requires a step back, a fresh set of eyes. That’s where we come in.

Using our Alignment Audit, we take a deep dive into your winery’s positioning, assessing consistencies across your Brand, Target Market, Marketing Strategy, Strategy Execution and Performance Metrics.

We then return a detailed report card displaying where alignment exists and where it needs to be cultivated. In whichever category we call for improvement, we recommend the best tools and tactics to achieve the alignment you seek.

The world is changing fast, and whatever “normal” turns out to be, Alignment Wine Marketing will help you be ready for it.