💯, Heather. We are currently working with local influencers who provide great content for our target demographic that is beautiful and feels authentic. We’re starting to think of them as long-term partnerships now.
Yes! One of my biggest takeaways from the DTC Symposium’s Influencer Workshop was how important it is to work with a single influencer long term. With Foxen, we worked with two different food content creators who paired our wines with recipes they created for a full year. It was a great way for us to learn what worked and what didn’t with a common denominator. Too often I see brands work with an influencer once and then never again and then wonder why influencer marketing isn’t working for them
I think it’s because ppl don’t vet the influencers enough and they get sucked in by vanity metrics over understanding how to create a mutually beneficial relationship that’s rooted in their brand. Anywho - a great convo to have.
Definitely. One of my other clients, Brave & Maiden, gets a lot of influencer requests because their Estate is just so “instagrammable”/gorgeous. I learned early in my work with them that we had to seriously vet who we say ‘yes’ to because we got burned a couple of times by influencers who were just there for the free tasting. I’m definitely going to write another couple of posts on this subject: how wineries should choose who to work with and how influencers themselves should approach wineries to make sure it’s mutually beneficial.
On the topic of the latter, a big pet peeve of mine is, because I work with so many wineries in the same area, when each of my clients gets the same canned DM from an influencer and the influencer has done ZERO research on the brands and doesn’t even take the time to follow the wineries on social media. At this point if I get an influencer request, I won’t even look at the rest of their stuff if they aren’t following the brand on the platform they are reaching out on. It’s an immediate ‘no.’
💯, Heather. We are currently working with local influencers who provide great content for our target demographic that is beautiful and feels authentic. We’re starting to think of them as long-term partnerships now.
Yes! One of my biggest takeaways from the DTC Symposium’s Influencer Workshop was how important it is to work with a single influencer long term. With Foxen, we worked with two different food content creators who paired our wines with recipes they created for a full year. It was a great way for us to learn what worked and what didn’t with a common denominator. Too often I see brands work with an influencer once and then never again and then wonder why influencer marketing isn’t working for them
I think it’s because ppl don’t vet the influencers enough and they get sucked in by vanity metrics over understanding how to create a mutually beneficial relationship that’s rooted in their brand. Anywho - a great convo to have.
Definitely. One of my other clients, Brave & Maiden, gets a lot of influencer requests because their Estate is just so “instagrammable”/gorgeous. I learned early in my work with them that we had to seriously vet who we say ‘yes’ to because we got burned a couple of times by influencers who were just there for the free tasting. I’m definitely going to write another couple of posts on this subject: how wineries should choose who to work with and how influencers themselves should approach wineries to make sure it’s mutually beneficial.
On the topic of the latter, a big pet peeve of mine is, because I work with so many wineries in the same area, when each of my clients gets the same canned DM from an influencer and the influencer has done ZERO research on the brands and doesn’t even take the time to follow the wineries on social media. At this point if I get an influencer request, I won’t even look at the rest of their stuff if they aren’t following the brand on the platform they are reaching out on. It’s an immediate ‘no.’