If wine is a luxury product,
why isn’t it marketed like one?
For the past couple of years, I’ve been wondering:
That’s why I started the Monthly Content Campaign Project — aimed at bringing high-end, luxury-level content production to wineries.
Most photoshoots you’ve done probably go something like this:
You have a few new bottles or vintages to release, need to send an email to your wine club, so you hire a photographer to shoot just those bottles for just that email. Then, for the next six months, you try to stretch those 30 photos across every post and email — even when they don’t quite fit.
There’s a better way.
Here’s what high-end luxury brands are doing that wineries aren’t:
Wineries are shooting products. Luxury brands are shooting campaigns.
Each season, fashion brands have a new story, a new hook, a new catch to capture people interest and dollars, quarter after quarter.
Why can’t we do this with wine?
I’m a great believer in the magic of wine and its role in both developing groundbreaking ( pun intended ) agricultural practices, and also in it’s unique ability to connect with people on all levels.
It has the power to elevate everyday occasions and highlight the special ones.
But for too long, small budgets and small visions have limited what the wine industry is able or willing to do to:
- grow their market share
- develop new fans of the category
- and raise the profile of the industry.
What does it mean to shoot Campaign-focused content?
It means that each month we sit down and you tell me what you are looking to promote or highlight, then I come up with an
eye-catching,
scroll-stopping,
customer-capturing content idea that we create a month’s worth of content around.
At the end, you walk away with at least enough content to fill your social media, and have the ability to have relevant imaging in email communications.
So why am I offering my services for so cheap?
I believe in the wine industry, but know that nothing will change if we don’t all work together to grow, develop new programs, and improve as a category.
When I work on a project I understand that I’m not just promoting a single winery,
I’m promoting wine as a category.
The goal isn’t to cannibalize your neighbors business, the goal is to create shareable content that helps us all while publicizing your brand.
Is it risky to do something that nobody else in the wine industry is doing?
These days, with wine’s market share declining double digits year over year, it’s risky NOT to do something. What’s worked before hasn’t been working, so logically something needs to change.
The beauty of social media’s algorithms and the shortened attention spans we all have for digital media gives a unique opportunity:
Successful campaigns are shown to a larger organic audience, and pieces that do not perform are not remembered because they are not shown to a larger audience.
The algorithm is built to promote your successes and mitigate your failures. With such a brand-beneficial system, why wouldn’t you try and be a little bolder?
What does it cost?
$1500
~ 5 photos
~5 short form videos
Campaign and concept creation
$3000
~ 10 photos
~ 10 short form videos
Campaign and concept creation
All structured into folders so your social media management is as easy as opening the day’s folder, uploading, and posting.
$4000
15+ photos
15+ short form videos
Campaign and concept creation
All structured into folders so your social media management is as easy as opening the day’s folder, uploading, and posting.
Want in?
Let’s start with a 15-minute call to talk through your goals.
Send me a message at evan@btvimaging.com or call me at 312-752- 6415
Let’s build the wine industry we all deserve.
Let’s Work Together
Get in touch so we can start working together.
